Back in September 2020, we published a post on the importance of developing key messages for your product or service. Back then, we were at the height of the pandemic and many businesses were forced to pivot their messaging at record speed. Brands were required to redefine messages that not only solidified the significance of their product or service in our new normal but also develop new messaging that resonated with their stakeholders and employees.
Flash forward to 2022; we are now at a point where businesses are emerging from the COVID pandemic with more gusto and potentially a new outlook on navigating our new climate. For some businesses, they found it beneficial to keep the messaging developed in 2020. For others, this could involve re-imagining what their new claims and statements are as businesses, restaurants, retail spaces and offices reopen.
If you feel like you’re in the latter camp and need to update your messaging stat, you may want to ask yourself a few questions about your existing messaging before getting started. It also makes sense to define a framework that gets all parties involved so you can ensure you nail the rollout of your new messaging once complete.
WHEN SHOULD I UPDATE MY KEY MESSAGES?
As mentioned in our first post around key messages, messaging should be developed for the company itself, as well as the products, software features, or services your company provides. In creating these key messages, you’re highlighting the importance and credibility of WHY this product or service exists and WHY your company created it.
It’s important to critically review your current messaging and evaluate:
From these questions, you can start to assess the effectiveness of your current messages and determine where you may need to sharpen a few points to create synchronicity across all communication channels.
HOW SHOULD WE APPROACH UPDATING OUR MESSAGING?
Updating existing messaging can seem like a daunting task—especially if your company is twice the size as it was when you first established messaging. It’s important to develop a framework that works in phases. Your goal is not to change your messaging overnight, but instead create a clear roadmap all departments can get behind. In turn, you will get buy-in from your team and create “brand protectors” who are constantly evaluating old messages and updating them accordingly.
Below are a few key components to developing a strong framework to update your messaging:
The most important takeaway is that updating your messaging takes a bit of effort but shouldn’t be overcomplicated. You only need 2–3 key messages defined per product or service. Your product should be easy to understand.
These small tweaks to messaging will continue to happen as your business evolves. With a clear framework or the support of a PR and communications firm, you can add this as one more win on your yearly to-dos.
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