A brand’s key message is a critical aspect of its messaging strategy.
It is a statement that captures the brand’s unique value proposition and sets it apart from the competition.
In today’s highly competitive business world, creating and communicating powerful key messages is essential for any brand that wants to stand out in customers’ minds through its brand strategy.
As we unpack key messages in branding, we’ll talk about:
A definition for key messages in branding
Why they are essential to modern branding
The characteristics of powerful key messages
Questions brands need to ask themselves when developing key messages
Some brand examples showcasing compelling brand messages
7 Powerful Key Message Examples From Top New Brands
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What Is A Brand’s Key Message?
When a brand wants to tell people what it’s all about, it comes up with a concise core message.
This is basically a short and sweet statement that sums up why the brand is unique and the value of that uniqueness.
The key message is essential to a brand’s marketing strategy because it helps it communicate its message consistently to its target audience.
The brand then uses its key message to inform and direct messaging across all its different channels, like ads, PR, and social media.
An effective key message will make people stop and listen, expressing why the brand is different from everyone else out there.
It’s the essence of a brand’s unique proposition that goes beyond mere slogans and taglines.
In fact, as the foundation of a brand’s messaging strategy, the key message should drive the creative process that leads to slogans, taglines, visuals, and other branding elements.
Key Message Definition
A key message is a clear statement summarizing the central ideas a brand wishes to communicate to its audience about its brand image and unique proposition.
A brand can use multiple key messages to convey different aspects of the brand or to target different segments of the audience. But it’s essential to stay coherent across all key messages to contribute to a unified brand image.
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Why Are Key Messages So Important?
A brand’s messaging needs to highlight its difference from others.
A key message is a powerful differentiator for potential customers.
Simply put, they help your brand stand out in a sea of competitors by clearly communicating what makes you unique and why you’re the best choice for your target audience.
Without a solid key message, your brand’s messaging can feel scattered and confusing, perhaps even inauthentic.
In today’s hyper-competitive market, brands must show up and present the same message to customers wherever they encounter the brand. Only with this consistency does a brand’s key message shine through.
A clear and compelling key message is essential if you want to build an emotional connection with your audience that ultimately drives results for the business.
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5 Characteristics of Powerful Key Messages
Before we run through some examples of powerful key messages, we can identify five common characteristics to look out for.
Try to apply these to your branding:
Be concise. Keep your key message short and sweet. You want to condense your message into a simple sentence. The best ideas can be expressed in a few words.
Be clear. Make sure your key message is easy to understand and remember. You want your audience to know precisely what your brand stands for. A guiding principle is that your audience should be able to repeat it to somebody else.
Be relevant. Your key message should speak directly to your target audience‘s needs and wants. It should resonate with their interests and goals.
Stand out. Use your key message to set your brand apart from the competition. Saying the same as everybody else won’t get you anywhere.
Be consistent. Use your key message across all branding and marketing. You want to present a consistent brand image to your audience in your communication strategy, through your content marketing and all public relations, too.
Questions for Developing Powerful Key Messages
Crafting a powerful key message takes time and strategic planning. Here are some key questions that brands can ask themselves to come up with a compelling key message that really resonates with their target audience and other stakeholders.
What makes our brand unique? What special value do we offer to our customers?
How are we different from our competitors? What sets us apart in the market?
Who are our customers, and what are they looking for? What do they need and want?
What emotional benefit does our brand provide? How does it make our customers feel?
How can we say what we want to say in a short and memorable way that really sticks with our customers?
Using these questions to shape your thoughts and creative process can help you drill down on some of the core elements that will make up your key message.
Let’s see some examples of brands that are doing it well.
7 Modern Brand Key Message Examples
#1. Allbirds
Allbirds is a cool footwear brand that’s all about sustainability. They started back in 2016 and have quickly become a hit with eco-conscious customers who want stylish and comfortable shoes that are also good for the planet.
Their target audience is mainly young people who care about the environment and want their shoes to reflect their values.
And their key message is simple yet powerful:
This message shows that Allbirds is all about sustainability and ethical production methods, making high-quality footwear that’s good for you and the planet.
Allbirds’ message communicates to consumers that the brand can solve the customers’ wants, both in terms of the immediate comfort and quality of its product and the broader values you can support by buying their shoes.
#2. Glossier
Glossier is a beauty brand that focuses on the minimalist naturalism of its make-up products.
Founded in 2014, the brand has steadily built a cult following among millennials and Gen Z’ers who have turned away from the showiness of some beauty brands.
The brand’s key message resonates with them:
This message concisely expresses the brand’s belief in taking care of your skin first and foremost before you even think about applying makeup.
They’re all about simple, effective skincare routines that help customers look and feel great without harming their skin.
Great makeup should never come at the expense of health.
By emphasizing natural beauty and simplicity, Glossier has set itself apart from other beauty brands and become a leader in the clean beauty movement.
#3. Peloton
Peloton is on a mission to make fitness convenient and fun for people who love working out. Founded in 2012, the brand has grown rapidly by offering virtual classes and workout equipment for use at home.
Peloton’s target audience includes fitness enthusiasts who value both convenience and the power of community when it comes to working out.
Their key message is simple:
This message reflects the brand’s commitment to providing a comprehensive fitness experience beyond physical activity.
Peloton encourages its users to socialize and connect with others while working out, creating a sense of community that differentiates them from other fitness brands.
#4. Everlane
Everlane is a fashion brand that centers around sustainable and ethical practices.
They started back in 2010 and they’ve ballooned in popularity with a growing audience of mostly younger people who want to make more conscious fashion choices.
In other words, their audience is transitioning from dressed-down teens to fashion conscious young adults with an eye on their footprint.
Everlane does an excellent job directing its messaging to customers who want to support brands that prioritize ethical production and sustainability.
With its key message,
Everlane is committed to being honest about its production processes and pricing.
Placing transparency at the heart of its messaging resonates with its target audience, who have become wary of the perceived inauthenticity of other fashion brands. Everlane’s stance, shown through its key message, differentiates it from other major fashion brands.
#5. Quip
Quip is a dental care brand that offers subscription-based toothbrushes and toothpaste, making it easier for people to take care of their oral hygiene. Founded in 2014, the brand has quickly won over customers who value simplicity and convenience in their daily routines.
Quip’s main customers are typically young and tech-savvy, who appreciate the convenience of having their oral care needs delivered to their doorstep regularly.
Quip’s key message is
It’s a message that highlights the brand’s focus on making high-quality oral care less complicated and more accessible for everyone.
By providing a simple solution to oral hygiene, Quip has set itself apart from other dental hygiene brands and has gained a loyal following among its target audience.
#6. Outdoor Voices
Outdoor Voices is a lifestyle and athleticwear brand that wants its customers to have fun and togetherness included.
The brand started in 2013 and has become popular among people who care about comfort and inclusivity in their active lifestyles.
Outdoor Voices is aimed at young and active people who prioritize comfort, inclusivity, and community in their fitness routines over just the act of physical exercise itself.
Their key message is,
You’ll notice some parallels here with Peloton’s messaging and a general trend across these modern brands’ key messages.
Younger consumers expect more from modern brands than just a quality product at an affordable price.
They want to choose brands that reflect their values and stand up for something beyond a decent product and service.
This is how brands resonate with modern, younger consumers.
They shift the focus away from, say, just an exercise bike or a t-shirt, and instead highlight the brand’s values through its key message.
#7. Casper
Casper started shaking up the mattress industry in 2014 and hasn’t looked back since.
Casper’s target audience is mainly young, tech-savvy folks who care about getting a good night’s sleep.
They want their sleep products to be comfy, convenient and hassle-free.
Their key message is
Casper started shaking up the mattress industry in 2014 and hasn’t looked back since.
Casper’s target audience is mainly young, tech-savvy folks who care about getting a good night’s sleep.
They want their sleep products to be comfy, convenient and hassle-free.
Their key message is
Casper is all about quality sleep and waking up feeling refreshed.
This messaging frames Casper as offering a caring solution, literally solving the customer’s pain points through a product that promises better sleep health for a better life.
They see themselves as the answer to your sleep problems, which sets them apart from traditional mattress brands and has seen them surge in popularity in recent years.
The Power Of Key Messages
It’s crucial for brands to create strong key messages that capture people’s attention and set them apart from the competition.
They should concisely sum up a brand’s value proposition or paint a vivid picture for the customer about the value or experience they’ll get
A well-crafted key message should be short, straightforward, and relevant to the target audience, and it should be consistent across all communication channels.
Brands don’t pluck their key messages from thin air.
Key messages stem from asking questions about why the brand exists, what customers want, and other foundational ideas to ensure they can carve out a position in the competitive market.
These seven case studies from top modern brands show just how effective a powerful key message can be in differentiating and positioning a brand to set it up for success.
By learning from these examples, businesses can craft their own powerful key messages that resonate with their audience and help them thrive in the marketplace.
FAQ
#1. What is the difference between a key message and a tagline
A key message is a concise statement conveying a brand’s unique value proposition. On the other hand, a tagline is a short phrase that sums up the brand’s personality or positioning.
#2. Why is it essential to have a consistent key message across all communications channels?
Consistency is essential because it ensures you present a coherent message about the brand to the audience. Over time, this leads to better brand recognition and recall.
#3. Can a brand have more than one key message?
Consistency is essential because it ensures you present a coherent message about the brand to the audience. Over time, this leads to better brand recognition and recall.
#4. How can a brand ensure that its key message resonates with its target audience?
Brands should conduct research to understand their audience’s needs, wants, and values and use that information about their targeted demographic to underpin their key message.
Brands create buyer personas based on their research and think about the talking points and marketing messages that will likely forge a connection with this target audience.
This approach is the best way to ensure a key message resonates with its intended audience.
#5. Can a brand’s key message change over time?
A brand’s key message might evolve and change over time as the brand’s positioning and unique value proposition evolve, often reflecting changes in audience interests and perception.
However, as the key message evolves, brand strategists must ensure that each iteration of the message remains consistent and coherent across all communications channels.
Over To You
Brands have always looked to use brand ambassadors to promote and endorse their products.
Brand strategists have long understood the power of leveraging another person’s reputation or status to give weight to their products and services.
With the rise and influence of social media and with distrust being the default position among many consumers, the power of brand ambassadors to spread a message that builds trust is more significant than ever before.
In the modern marketplace, brand authenticity and brand trust are key differentiators in helping your brand retain a positive place in the audience’s mind.
Brand ambassadors offer brands this trust up front and alignment to that trust enables them to bypass consumers’ skepticism.
The right brand ambassador program can reduce marketing spend, increase market share and fast track-growth.
Maybe it’s time for your brand to tap into the power of brand ambassadors.
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