登录查看更多内容

How can you create a messaging playbook that engages your entire organization?

由人工智能和领英社区提供技术支持

A messaging playbook is a document that defines and aligns your brand's core messages, tone, and voice across your organization. It helps you communicate consistently and effectively with your target audience, stakeholders, and partners. A messaging playbook can also empower your employees to become brand advocates and ambassadors, as they have a clear understanding of what your brand stands for, why it matters, and how to convey it. In this article, you will learn how to create a messaging playbook that engages your entire organization in six steps.

此文章中的业界达人

由社区从 7 条内容中精选。了解更多

Dev Raj Saini

Founder & Strategist | Helping Professionals & Entrepreneurs Build Powerful Personal Brands for Career Success &…
Ginger Zumaeta

I make hard-to-explain easy to understand, remember, and say 'Yes' to.
Vaishali Sanjay

Co Founder | Entrepreneur | Strategist l Brand Builder | Growth & Business Transformation

1 Identify your brand purpose

Your brand purpose is the reason why your brand exists beyond making money. It is the impact you want to have on the world, the problem you want to solve, or the value you want to create. Your brand purpose should be inspiring, authentic, and relevant to your audience. To identify your brand purpose, you can ask yourself questions such as: What is the core belief that drives your brand? What is the change you want to see in the world? How do you make a difference in the lives of your customers and communities?

添加您的观点

Dev Raj Saini

Founder & Strategist | Helping Professionals & Entrepreneurs Build Powerful Personal Brands for Career Success & Business Growth | Author of 'Empathetic Leadership in a Remote World' | 200M+ Views |
举报内容
To create a messaging playbook that engages your whole team, start with a clear brand message and understand your audience's needs. Define key messaging pillars and set guidelines for how you communicate, including tone and style. Include examples, templates, and visuals to help employees easily follow the playbook. Share feedback and success stories and provide training for your team. Make sure it's a living document that gets updated and is endorsed by leadership. Keep it accessible to everyone, either digitally or in print. This playbook ensures everyone in your organization speaks with a consistent, engaging, and on-brand voice, reinforcing your brand's impact and message.

已翻译

赞
Ginger Zumaeta

I make hard-to-explain easy to understand, remember, and say 'Yes' to.
举报内容
Brand purpose at it's core is simply a promise you and your company make, that you can keep. So don't just come up with some fancy words or use a template. Figure out the dent you want to make in the universe (be it large or small), and who it serves. Then it's gut check time. Are you willing to shape your entire operation around delivering that promise? Answering this simple question will ensure that your brand purpose aligns with your company's strengths and passions as well as the needs and expectations of the people you serve as well as your stakeholders. Ultimately, this will lead to a purpose that resonates authentically both internally and externally.

已翻译

赞
Vaishali Sanjay

Co Founder | Entrepreneur | Strategist l Brand Builder | Growth & Business Transformation
举报内容
Building a messaging playbook that gets everyone on board is like creating a shared story. Involve your team in its creation, so they feel invested. Keep it clear, concise, and consistent. Highlight your brand's values and goals, making it relatable for everyone. Regular training and open communication ensure everyone knows their part in this story, making your organization feel like one big, happy, and engaging team!

已翻译

赞
Tom Newman-Young

Brand Marketer @ British Airways | Seeking next opportunity: Marketing Director, Head of Marketing | MBA
举报内容
A great brand purpose is simple at its heart and clear - think of all the different types of people in your organisation that needs to embrace it. A brand purpose also doesn't have to go to a higher order purpose of saving the world, it can just be about meeting certain needs really well. It all depends on what your customers want and need.

已翻译

赞

2 Define your brand positioning

Your brand positioning is how you want your brand to be perceived and differentiated in the market. It is the unique value proposition that sets you apart from your competitors and appeals to your ideal customers. Your brand positioning should be clear, concise, and compelling. To define your brand positioning, you can use a positioning statement template such as: For [target audience], [brand name] is the [category] that [benefit] because [reason].

添加您的观点

Tom Newman-Young

Brand Marketer @ British Airways | Seeking next opportunity: Marketing Director, Head of Marketing | MBA
举报内容
Your aim here is to get to something that's 'meaningfully different' to your key stakeholders because in all reality, it is unlikely your business is that unique vs competitors. It's also got to be credible for your business.

已翻译

赞

3 Craft your brand story

Your brand story is the narrative that connects your brand purpose and positioning with your audience's emotions, needs, and aspirations. It is the story that tells who you are, what you do, how you do it, and why it matters. Your brand story should be engaging, memorable, and consistent. To craft your brand story, you can use a storytelling framework such as: The hero (your customer) has a problem (their pain point) that is solved by the guide (your brand) who provides a plan (your solution) and calls them to action (your offer) that leads to success (their desired outcome) and avoids failure (their worst fear).

添加您的观点

4 Develop your brand voice and tone

Your brand voice and tone are the personality and mood of your brand communication. They reflect your brand values, culture, and identity. Your brand voice should be distinctive, recognizable, and consistent. Your brand tone should be adaptable, appropriate, and respectful. To develop your brand voice and tone, you can use a voice and tone matrix that lists the characteristics, dos, and don'ts of your brand communication for different scenarios, channels, and audiences.

添加您的观点

5 Create your key messages

Your key messages are the main points that you want to communicate to your audience across your brand touchpoints. They support your brand purpose, positioning, and story, and highlight your brand benefits, features, and proof points. Your key messages should be simple, relevant, and actionable. To create your key messages, you can use a message hierarchy that organizes your messages into three levels: umbrella message (your overarching statement that summarizes your brand value), supporting messages (your sub-statements that elaborate on your brand value), and proof points (your facts, data, or examples that back up your messages).

添加您的观点

6 Share and update your messaging playbook

Your messaging playbook is not a static document that sits on a shelf. It is a living tool that needs to be shared and updated regularly. You should distribute your messaging playbook to your entire organization and train your employees on how to use it. You should also review and revise your messaging playbook periodically to ensure that it reflects your brand evolution, market changes, and customer feedback. By sharing and updating your messaging playbook, you can ensure that your brand communication is always aligned, effective, and engaging.

添加您的观点

Tom Newman-Young

Brand Marketer @ British Airways | Seeking next opportunity: Marketing Director, Head of Marketing | MBA
举报内容
Think about where your messaging playbook lives - make it accessible, engaging and easy to consume. Embrace internal communications channels to direct people to it and think about the role it can play in onboarding new joiners.

已翻译

赞

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

添加您的观点

Ginger Zumaeta

I make hard-to-explain easy to understand, remember, and say 'Yes' to.
举报内容
Think beyond sales and marketing departments when building and implementing your messaging playbook. A messaging playbook can also: - Guides Hiring Practices: ensuring new hires understand the core values and goals of your company and attracting talent that aligns with your brand's identity, ensuring everyone is on the same page from day one. - Influence Product Development: it's vital in shaping product development and aligning product innovation to your audience's needs and preferences. - Streamline Operations: It provides a consistent framework for decision-making, ensuring that all aspects of the company—from marketing to customer service—are aligned with the brand's core values and objectives.

已翻译

赞

Brand Development

+ 关注

给文章评分

我们借助人工智能创建了此文章。您认为这篇文章怎么样？

很棒不太好

举报此文章

查看全部

How can you create a messaging playbook that engages your entire organization?

1

2

3

4

5

6

7

1 Identify your brand purpose

2 Define your brand positioning

3 Craft your brand story

4 Develop your brand voice and tone

5 Create your key messages

6 Share and update your messaging playbook

7 Here’s what else to consider

Brand Development

给文章评分

感谢您的反馈

更多Brand Development相关文章

更多相关阅读内容

How can you create a messaging playbook that engages your entire organization?

1

2

3

4

5

6

7

1 Identify your brand purpose

2 Define your brand positioning

3 Craft your brand story

4 Develop your brand voice and tone

5 Create your key messages

6 Share and update your messaging playbook

7 Here’s what else to consider

Brand Development

给文章评分

感谢您的反馈

查看其他技能