Which Comes First:  Branding or Messaging
Chuck Lustig’s Exciting Writing Advisory, issue #23

Let me start off by answering the question in the headline: Branding should always come first. If you haven’t done your branding, how do you know which issues to address? What words to write? What concepts to visualize? You don’t!

What is branding?

Branding is the management activity that clarifies a company’s promise to the marketplace. By calling it a “management activity,” I mean to say it is high level and strategic, relating directly to bottom-line results. Branding is the one activity that can lead to increased marketplace differentiation. And, the one thing companies need today to thrive is improved differentiation. It’s a crowded marketplace out there. Have you noticed?

Branding decisions bring focus, clarity and consistency to message development.

In cases where companies choose not to make strategic branding decisions first, communicators and marketers within the company are left to their own devices when it comes to message creation. Because these people usually have experience and skill with their craft, they often get at least a portion of the messaging right. But “often” isn’t “always.” Without sound branding decisions first, a company can be off by a mile. Sales and earnings can slump as a result.

Branding guides you to the right messaging

Everything a company does creates perceptions about that company and its products and services. It is management’s responsibility to ensure that all conversations with both its internal and external constituents create perceptions that align with the desired brand image.

Writing is one of the key tools used to create perceptions. You introduce a new marketing brochure or spec sheet. You write a script for an industry conference speech. You score with a by-lined article in a targeted publication. All of these writing activities create a continuous stream of new perceptions that gestalt into your brand image.

Development of a brand management program usually includes either reaffirming or coming to new understandings about:

• Mission and goals of a company, product or service

• Attributes that are the foundation of the brand. i.e., high quality, technology leader, service leader, lowest-price entry, etc.

• Differentiation — what makes this brand different from all others in the market place

• What position the differentiation and attributes will allow this brand to own in the market place

Only after these strategic decisions are made – and tested with your customers for believability – should you then create the messages about your brand. I can’t emphasize enough the need to know what the marketplace will believe. Going out there with unbelievable messaging is a waste of time and money.

Focused messages on your brand attributes, differentiation and positioning become the base of all your marketing and communications writing and give you the best odds of always getting it right.

Communicating brand-based messages

Just a few of the many vehicles available to you to communicate your brand-based messages:

• Brochures

• Web sites

• Spec sheets

• Information kits

• Quotes in news media interviews

• Contributed articles

• Annual reports

• Customer letters

• Employee communications

• Advertising

• Taglines

• Trade show booths

• Presentations and speeches

In summary, know what your brand stands for, know how it is different and know what position your brand can own in the market place. When you know all these things, you are ready to write the first word.

For more information, call 214 706 6939 or email.