Date post: | 06-May-2015 |
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Business |
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STEAL THIS IDEA
BY MARTY NEUMEIER
Brand Messaging
Ever wondered how a mission statement relates to a tagline, whom a purpose statement matters to, or what a trueline is?
LIQUIDAGENCY.COM | SOURCE: ZAG BY MARTY 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: ZAG BY MARTY NEUMEIER
Purpose (never changes)The fundamental reason your company is in business beyond making money.
LIQUIDAGENCY.COM | SOURCE: ZAG BY MARTY NEUMEIER
LIQUIDAGENCY.COM | SOURCE: ZAG BY MARTY NEUMEIER
Brand messaging hierarchy
purpose
Mission (can change every 10-25 years)An over-arching strategy for achieving your purpose.
LIQUIDAGENCY.COM | SOURCE: ZAG BY MARTY NEUMEIER
LIQUIDAGENCY.COM | SOURCE: ZAG BY MARTY NEUMEIER
Brand messaging hierarchy
missionpurpose
Vision (can change every 7-15 years)A bold picture of the future to focus everyone’s efforts on the mission.
LIQUIDAGENCY.COM | SOURCE: ZAG BY MARTY NEUMEIER
LIQUIDAGENCY.COM | SOURCE: ZAG BY MARTY NEUMEIER
Brand messaging hierarchy
visionmissionpurpose
Trueline (can change every 3-10 years)An internal expression of your brand’s most compelling differentiator.
LIQUIDAGENCY.COM | SOURCE: ZAG BY MARTY NEUMEIER
LIQUIDAGENCY.COM | SOURCE: ZAG BY MARTY NEUMEIER
Brand messaging hierarchy
truelinevisionmissionpurpose
Tagline (can change every 1-5 years)An out-facing expression of your trueline.
LIQUIDAGENCY.COM | SOURCE: ZAG BY MARTY NEUMEIER
LIQUIDAGENCY.COM | SOURCE: ZAG BY MARTY NEUMEIER
Brand messaging hierarchy
taglinetruelinevisionmissionpurpose
Find more Marty Neumeier ideas to steal at liquidagency.com/blog
LIQUIDAGENCY.COM | SOURCE: ZAG BY MARTY NEUMEIER