Jul 16, 2018

Core Messaging: What It Is and Why You Should Care

Our most popular blog on our website is Core Messaging — What Is It? Who Cares? It’s a quick introduction to a deep topic and a critical marketing component, which is why we’ve revisited its definition.

Here’s a more detailed look at core messaging, and how a little introspection can go a long way toward strengthening your business.

Defining Core Messaging

Who you are as a company goes way deeper than a brand name, elevator pitch or business plan. Your core messaging is the foundation of your messaging platform, and is an internally focused document that supports clear, consistent communications across the board.

Core messaging consists of:

Mission: Your mission is why your company exists. It’s the reason you get out of bed every morning and come to work every day. A good mission should feel genuine to your company, be easy to understand and take hard work to fulfill.

Vision: Your vision is the goal that you want to create or become with your business. It’s your company’s North Star. When considering a vision, ask yourself what the ideal result of fulfilling your mission is — and don’t be afraid to think big.

Values: Your core values are what you believe and encourage as a company. They’re the guidelines by which you operate, and when done right, should act as a filter for hiring, a yardstick for performance and a roadmap for company culture.

As simple as these sound, it can take some real work to solidify the core messaging for your company. In many cases, we’ll partner with companies’ leadership teams to define or revisit core messaging as the first step of larger marketing projects, ensuring that everything we do and recommend is in alignment with the brand. And the benefits of this alignment are huge.

Why You Should Care

At face value, core messaging may not sound essential to the day-to-day operations of your business. But dig a little deeper, and you’ll find that these principles underpin everything your business does.

To quote our earlier blog, having a strong sense of who you are "will efficiently and clearly drive all of the information your company creates, across every channel, to everyone your company cares about: your customers, investors, employees and partners. Your marketing, training, product information, customer service and employee communications will all reflect your brand clearly and consistently.” In fact, having clearly defined core messaging is like giving your company superpowers — it puts you ahead of the pack, and helps you be prepared for whatever challenges the future holds.

With that in mind, here’s a handy checklist to make sure your core messaging stays super, and if you’re looking for help in the process, we make a great sidekick.

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