9 Easy Steps to Build Your Company’s Messaging
Clear company messaging is important as your business grows to ensure consistency of your narrative internally with employees; and externally with your customers. Here are steps to create clear company messaging (you can find a completed template at the end of this article):
1. Value Proposition / 1-Liner
Your value proposition states the central problem that your offering will address, and how your offering solves that problem. If you can solve a critical problem for a customer, you instantly create value for them.
Value Proposition Template: We help X / do Y / doing Z.
Value Proposition Detail: We help [customer in need] / do [remove problem -or- create benefit] / doing [company offering].
Value Proposition Example:
- “Acme helps homeowners reduce energy costs on air conditioning through smart motors that attach to existing fans in under one minute.”
2. Slogan
Your slogan is a simplified memorable phrase that summarizes your value proposition; in 6 words or less.
E.g. Continuing with our Acme example:
Slogan Template: Do Y.
Slogan Detail: Do [remove problem -or- create benefit].
Slogan Example:
- “Save money on air conditioning.”
3. Mission
Your mission states what you want the company to be known for in the market for your customers, employees, or investors; in 5–10 years from now.
Mission Example:
- “Acme will reduce energy costs for 100 million homeowners by 2025.”
4. Target Audience
Your target audience represents who at the customer is a (a) Decision Maker, (b) Influencer, or (c) User. Understand these three layers to ensure your employees are efficient with time spent winning or improving business with customers.
Target Audience Detail:
- User: Individual used to gain feedback before approaching an Influencer or Decision Maker.
- Influencer: An associate of the Decision Maker. Perspectives may impact the final decision.
- Decision Maker: The buyer of your offering. They may not be the only “Yes” needed, but a “No” will stop your progress immediately.
5. Company Personality / Tone
Company personality are characteristics or emotions you would like customers to feel when using your offering and working with your company. Determine 3–5 characteristics that will set the tone for employees on how to conduct business externally.
Company Personality / Tone Example:
- “Reliable, Professional, Resourceful, Knowledgeable.”
6. Elevator Pitch / Company Description
Your elevator pitch / company description is where are you tie together your value proposition, company highlights, and mission.
Elevator Pitch / Company Description Detail:
- Value Proposition: [See above].
- Company Highlights: [Traction, significant customers, team, or growth].
- Mission: [See above].
Elevator Pitch / Company Description Example:
- “Acme helps homeowners reduce energy costs on air conditioning through smart motors that attach to existing fans in under one minute.”
- “Acme will continue its 6x growth from 2018, currently at $1.5M annual sales and 5,000+ customers. Our team has spent 15 years in the industry at companies such as PG&E and Exxon.”
- “We are passionate about saving energy reducing energy usage, and will reduce energy costs for 100 million homeowners by 2025.”
7. Company Pillars
Company pillars are the foundation for your employees on how they should interact with each other, your customers, and their work product.
Company Pillars Example:
- Efficiency.
- Quality.
8. Pillar Benefits
Pillar benefits answer the question of why your company pillars matter for employees and your customers. Focus on the greatest benefit to your customer.
Pillar Benefits Example:
- Efficiency Benefit: We increase customer satisfaction by optimizing clients’ resources.
- Quality Benefit: We build trust with your customers by producing the highest quality products that work as expected for a lifetime.
9. Proof
Provide proof of your company’s proficiency as a metric of success. Your employees can use these metrics when speaking with customers, and also to better understand how you measure success within the company.
Proof Example:
- Proof of Efficiency: Energy savings totaling over $4 million for our customers to date.
- Proof of Quality: Money back guarantee if customer is not satisfied at any time.
Use your company messaging to standardize communication about your offering and why it is essential. With clear company messaging, you can greatly improve both team cohesion and your customer conversations.
Company Messaging Template:
Click below for Google Doc Template.
Kaego Ogbechie Rust is CEO at Foresight Advisors — working with foundations, investment firms, non-profits, and for-profit ventures — offering comprehensive support across vision & strategy, investing & financing, and operational planning during critical periods of your growth.
If you’re looking for help, contact kaego@foresightadvisors.com or visit www.foresightadvisors.com.
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