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Steal This Idea: Brand Messaging

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Liquid Agency
Liquid Agency

Ever wondered how a mission statement relates to a tagline, whom a purpose statement matters to, or what a trueline is?

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STEAL THIS IDEA Brand Messaging BY MARTY NEUMEIER
Ever wondered how a mission statement relates to a tagline, whom a purpose statement matters to, or what a trueline is? LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
Developing effective brand messaging is a complex task, but it’s crucial to articulate your brand’s value proposition to everyone—from employees to vendors to customers. Strong, clear messaging emanates from a strong, clear purpose. A carefully considered messaging system allows you to dramatize the uniqueness of your brand and spread the word effectively. Use this simple slide to help illustrate how your brand’s messaging elements move outward from its core purpose. LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
Purpose (never changes) The fundamental reason your company is in business beyond making money. LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
Brand messaging hierarchy purpose LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
Mission (can change every 10-25 years) An over-arching strategy for achieving your purpose. LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
Brand messaging hierarchy mission purpose LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
Vision (can change every 7-15 years) A bold picture of the future to focus everyone’s efforts on the mission. LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
Brand messaging hierarchy vision mission purpose LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
Trueline (can change every 3-10 years) An internal expression of your brand’s most compelling differentiator. LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
Brand messaging hierarchy trueline vision mission purpose LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
Tagline (can change every 1-5 years) An out-facing expression of your trueline. LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
Brand messaging hierarchy tagline trueline vision mission purpose LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
Find more Marty Neumeier ideas to steal at liquidagency.com/blog LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER

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