This document provides guidance on developing effective messaging for new businesses. It emphasizes that messaging should be simple, convey the essence of the company in a unified voice across all platforms, and drive the company's direction. It also stresses the importance of knowing the target market, any competitors aiming for the same market, and how to effectively reach the target audience. Finally, it advises defining the messaging to unify around a single voice, simplify the core messages, and strategically amplify the branding.

1. Branding brainstorm
for new businesses

2. Why messaging is
important
• Easy for customers to recognise and
understand
• Conveys the essence of the company
• Drives company direction
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STEP

3. What is effective
messaging?
• Simple
• Conveys a message
• Unified across platforms
What is effective messaging?
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STEP

4. How is messaging used
• Eliciting different responses
• Think – brand awareness, understanding,
conviction, informative, generic, pre-emptive,
credibility
• Feed – brand image & personality, liking
desire, self identity
• Do – buy, try, repeat, visit, contact, engage
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STEP

5. Target market
• Who is the target market?
• How do we know this?
• How are we going to reach them?
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STEP

6. Who are you talking to?
Are we aiming
for 34 year old
homeless
junkies?

7. How do we who your ideal target market
is? Have you researched?
How are we going to reach them?
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STEP

8. Know thy enemies
Who is aiming
for the same
target market?
What does the
target market
think of them?
How are they
doing it?
What are
they
missing?

9. Voice
How do you want your brand to be perceived?
Fun
Serious
Casual
Boring
Formal
Cynical
Sarcasti
c
Entertainin
g
Ironic
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STEP

10. Defining messaging
Unify
• Speak with a singular voice
• Everyone should agree on who you are and what
value you bring to your customers
• Stick to it
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STEP

11. Defining messaging
Simplify
• Create clear and compelling messages
Customers, employees, your mum should all easily
understand your message and why they should care
• Make it memorable
The easier it is to remember the easier it is for people
to become ambassadors
Q. The primary messaging and secondary
messaging?

12. Defining messaging
Amplify
• Work strategically to reinforce your brand
where it counts
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STEP