How to Build the Right Message
After 25 years in marketing, I've found that the following process helps develop a comprehensive and—importantly—effective brand messaging. If you visited our Brand Strategy page, you've already been through the first three steps. If you haven't, I suggest you should. It will put the final three steps into better context
Once you have a clear picture of your persona, you can start to develop insights into their behavior. By understanding what motivates them, you can craft a compelling offer. No one makes an offer in a vacuum, so your positioning helps explain how your offer is different from the competition.
To recap the Brand Strategy page, the first three steps focus on your target. How are they different? The last three steps help you explain how you are different and why you are relevant.