This week we are going to be taking a look at the final part of phase two of your brand strategy. We are going to be looking at the importance of creating a tagline and how your brand will articulate its message.
The tagline is an extension of your brand position. (This term is also used interchangeably with slogan, which serves as a rallying cry.) It is often an interpretation of the value prop as well. Most likely, your tagline will complement both your position and value prop, yin-yang style.
For example here at Visinatus our tagline has always been '<out of this world web design/>'
When it comes to content and communication, you need a uniform way to talk about your brand, both internally and externally. Messaging architecture helps you do this, giving you the language, words, and descriptions to communicate what you do, how you do it, and what makes you different.
Luckily, as you move through this brand strategy exercise, you are organically building your messaging architecture from the top down. To complete it, you just need to identify brand stories that support your overall messaging.
Choose three significant brand stories (aka talking points) that reinforce your value proposition, and include supporting points for those stories. For example, a cookie company might use “healthy ingredients,” “unique recipes,” and “distinct flavors” as their three main brand stories.
Your brand stories are particularly helpful to inspire new content ideas or tailor your messages to different groups of people, channels, etc. Every element of communication, from your blog posts to your employee orientation materials, should reflect your messaging architecture in some way.
The end is on the horizon. Phase two of your brand strategy is now complete. We now move on to the final phase... Execution. We are going to be looking at brand guidelines and finally content strategy.
As always, if you would like to discuss your company's brand strategy, do not hesitate to reach out to us. One of our talented team will be more than happy to discuss your brand with you.