What constitutes effective brand messaging? Why do some brands stand out more than others in their market?
Advertising legend David Ogilvy long ago offered this piece of advice regarding messaging: “Clearly define your positioning: What and for Who?” Even Mad Men’s fictional Don Draper offered recommendations, including these two:
- "Make it simple, but significant."
- "Success comes from standing out. Not fitting in."
Branding, corporate reputation, and messaging experts offer several handfuls of words they believe define effective brand messaging. The three M’s - Measurable, Meaningful, and Memorable, usually appear on every list.
On any given day, and depending upon who is offering the advice, you’ll also hear that brand messaging needs to be differentiated, distinct, consistent, or convey leadership. You’ll hear a consensus about using simple language. Or you may even hear that an effective message is one that is repeated by your stakeholders. Let’s take a look at six companies that do a great job of having effective brand messaging.