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  • Brand Messaging by Marty Neumeier

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    porq
    355 vizualizări14 pagini
    The document discusses how to develop effective brand messaging through a hierarchy of elements including purpose, mission, vision, trueline, and tagline. It explains that purpose is the fundamental reason for a company's existence beyond making money, while mission and vision articulate strategies and a picture of the future to achieve the purpose. A trueline expresses a brand's differentiator internally, while a tagline communicates the trueline externally. Together these elements allow a brand to clearly articulate its value proposition and uniqueness.

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    Brand Messaging by Marty Neumeier

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    The document discusses how to develop effective brand messaging through a hierarchy of elements including purpose, mission, vision, trueline, and tagline. It explains that purpose is the fundamental reason for a company's existence beyond making money, while mission and vision articulate strategies and a picture of the future to achieve the purpose. A trueline expresses a brand's differentiator internally, while a tagline communicates the trueline externally. Together these elements allow a brand to clearly articulate its value proposition and uniqueness.

    Drepturi de autor:

    © All Rights Reserved
    Descărcați ca PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    355 vizualizări14 pagini

    Brand Messaging by Marty Neumeier

    Încărcat de

    porq
    The document discusses how to develop effective brand messaging through a hierarchy of elements including purpose, mission, vision, trueline, and tagline. It explains that purpose is the fundamental reason for a company's existence beyond making money, while mission and vision articulate strategies and a picture of the future to achieve the purpose. A trueline expresses a brand's differentiator internally, while a tagline communicates the trueline externally. Together these elements allow a brand to clearly articulate its value proposition and uniqueness.

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    © All Rights Reserved
    Descărcați ca PDF, TXT sau citiți online pe Scribd
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    din 14

    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 its crucial to


    articulate your brands value proposition to everyonefrom 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 brands 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 everyones 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 brands 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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