Glossary of Branding Terms
The verbal messages of a brand that communicate its positioning, attributes and benefits, thus creating a consistent image.
The development of key messages is based on the business strategy and brand strategy.
In their sum, key messages answer a key question of customers: “why should I be interested in this brand – and make a purchase decision?” The aim is for the key messages to run like a red thread through all of the company’s communications. Repeating messages ensures recognizability: this is how messages become anchored in the minds of customers.
