Get your story straight (before someone else tells it for you)
Let’s be honest. “Agreeing your messaging” doesn’t always sound exciting. It can feel like prep work before the real work. A bit like rehearsing your lines before a school assembly, just in case the headteacher calls you up.
But the truth is, clarity isn’t boring. It’s powerful.
Whether you’re leading a business, launching a campaign, or delivering a speech, knowing your brand messaging strategy, particularly what you stand for and how to say it, makes every conversation easier. And stronger. And more likely to hit home.
Messaging strategy: The message behind the message
There’s a well-worn marketing stat that people need to see or hear something seven times before it sticks. That’s a lot of repetition. But it also creates opportunity when you’ve nailed your brand messaging strategy. When you get your messaging right, everything you say across social, speeches, pop-ups and PDFs starts painting a clearer picture of who you are and what you stand for. Even if your audience doesn’t realise it.
Over time, your story becomes a shortcut to trust. Internally, it helps colleagues stay aligned and consistent. Externally, it helps customers, clients and stakeholders get what you’re about, fast.
It's not just semantics. It’s strategy.
Messaging strategy isn’t about smoothing over hard truths or pushing polished spin. Done right, it’s about surfacing what’s already true and making sure that truth travels well.
A good message platform won’t just tell people what you do. It’ll show how you think. It’ll help you make choices, not just in your comms, but in your decisions. Because if you know what matters most, it’s easier to say yes (and no) with confidence.
And crucially, it helps avoid the all-too-common “content fog”, when everyone’s trying their best, but the outputs don’t quite match up. That speech sounds a bit different to that flyer, which feels totally different to what’s on your homepage. That fragmentation is a fast-track to confusion.
Build once. Use everywhere.
The upfront work takes a little time. But once your message platform is in place, it becomes a content engine that saves time, fuels ideas and reduces the head-scratching. Suddenly, writing a speech, designing a leaflet or launching a campaign isn’t about reinventing the wheel. It’s about re-applying the same strong spokes.
You get more bang for your creative buck. More clarity in your storytelling. And more consistency across the board.
So what should good messaging include?
At Twig, when we help clients define their key messages, we dig deep into your offer to understand what makes you different and what you can say that will really resonate with your audience, based on deep audience insight.
And importantly, we come up with brand messaging strategy that your team can actually use. That means avoiding marketing jargon, keeping things concise, and building a system that supports everyday storytelling, not just strategic decks.
Your messages don’t have to be flashy. But they do need to be firm. Because if you’re not clear on what you’re saying, someone else will fill in the gaps, and they might not get it right.
Ready to sharpen your story?
Talk to us about defining your key messages and creating a messaging strategy.
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