brand glossary: messaging

When it comes to communication, what you say is just as important as how you say it. Messaging enables a brand to tell its story by prioritizing and emphasizing the elements of its proposition and offerings that drive consideration and choice. Messaging is a verbal strategy for communicating what makes an organization, business unit, product or initiative different from its competitors through language and writing. By repeatedly emphasizing the same messages, but with fresh, varied expressions, audiences come to understand what your brand stands for, in a consistent, relevant, differentiating and authentic manner at every touchpoint where language is used. Messaging is the roadmap for content strategy and content development.

See also: Content, Content Strategy, Brand Voice