Before you even think about a logo or a website, you need to take a look at what kind of message you are sending to your audience. Messaging comes in many forms: a slogan, a tagline, a mission statement, web content, collateral, infographics and much more. The more powerful your message is, the closer you are to showcasing your true value and purpose.
In the beginning, messaging can be very overwhelming. It's not easy to extract every thought in your head and jot it down in a way that's easily understood. To start defining your strategy & message, ask yourself these questions: Why? What? How?–in that order.
1. WHY - Very few people actually have an answer for this, and it is the single most important piece to defining your strategy, messaging, and core values. People don't buy into what you do, they buy into why you do it. For example, Apple's why is "Think Different." They think differently about their products, in turn influencing consumers to do the same. Without this core message, and belief, Apple wouldn't be what it is today. The "why" acts as your differientator, and gives your customers/clients a reason to come to you instead of your competitors.
2. WHAT - The "what" is probably the easiest of the three to define, but it should be clearly & consistently communicated to your target audience/markets. This is the product of service you are trying to sell.
3. HOW - The "how" refers to the process in which you provide your product and/or service. What is involved & how do you do it? Be transparent about how you get things done.
To explore these steps in more depth, we direct you to this fantastic TED Talk from Simon Sinek on his "Golden Circle" method.
Client, CSS, is a comprehensive screening solutions service for small and large businesses. When At Media was tasked with their rebrand, CSS' mission and purpose were not 100% clear. Like most businesses, there was so much information, it was a bit overwhelming to read. Our solution first came in the form of four service categories–or as we call them, "buckets"–Hire, Test, Investigate, Monitor; with specific sub-services adhering to each. Then we created "The 360 Advantage" graphic, showcasing the four main buckets with the items that fall under each. When they came together, it showed how their streamlined solutions literally come full-circle.
At Media was able to create a more refined and effective message to properly communicate CSS' mission, goal and reason. After establishing this, the items following came easily. They've seen great improvement with both their customers and staff!
As another example, we look at client Kinext. As a small consulting firm, Kinext struggled to capture the attention of their ideal client: a forward-thinking, visionary leader. With a website that was overcome with stale content and lacking visuals, we had to start from the bottom up. We started with the "why?"–Why do they do what they do? Why are they consultants? Why do they solve complicated problems that seem to be impossible? Their answer: the positive results and influence that are left on staff and team members. We wanted to define this in no more than a few words, in a way that was clear and precise while leaving their audience wanting more: "Impact Impossible."
By utilizing an approach similar to that of CSS; we then improved the quality of their message by condensing and distributing it into four powerful bucket statements, based on our discovery.
Defining these has allowed Kinext to lay the foundation for future growth. Their company's message stands strong and will help continue to carry their business in the right direction.
After working on your messaging, the visual items–such as logo and website–become a lot easier to comprehend and imagine. As you can see, messaging is carried out in our designs and helps make the brand come to life!