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STEAL THIS IDEA

Brand Messaging
BY MARTY NEUMEIER
Ever wondered how a mission statement relates to a tagline, whom a purpose
statement matters to, or what a trueline is?

L...
Developing effective brand messaging is a complex task, but it’s crucial to
articulate your brand’s value proposition to e...
Purpose (never changes)
The fundamental reason your company is in business beyond making money.

LIQUIDAGENCY.COM

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SOUR...
Brand messaging hierarchy

purpose

LIQUIDAGENCY.COM

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SOURCE: Z AG BY MA RT Y NEUMEIER
Mission (can change every 10-25 years)
An over-arching strategy for achieving your purpose.

LIQUIDAGENCY.COM

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SOURCE: ...
Brand messaging hierarchy

mission
purpose

LIQUIDAGENCY.COM

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SOURCE: Z AG BY MA RT Y NEUMEIER
Vision (can change every 7-15 years)
A bold picture of the future to focus everyone’s efforts on the mission.

LIQUIDAGENC...
Brand messaging hierarchy

vision
mission
purpose

LIQUIDAGENCY.COM

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SOURCE: Z AG BY MA RT Y NEUMEIER
Trueline (can change every 3-10 years)
An internal expression of your brand’s most compelling differentiator.

LIQUIDAGENC...
Brand messaging hierarchy
trueline
vision
mission
purpose

LIQUIDAGENCY.COM

|

SOURCE: Z AG BY MA RT Y NEUMEIER
Tagline (can change every 1-5 years)
An out-facing expression of your trueline.

LIQUIDAGENCY.COM

|

SOURCE: Z AG BY MA R...
Brand messaging hierarchy
tagline
trueline
vision
mission
purpose

LIQUIDAGENCY.COM

|

SOURCE: Z AG BY MA RT Y NEUMEIER
Find more Marty Neumeier ideas to steal at
liquidagency.com/blog

LIQUIDAGENCY.COM

|

SOURCE: Z AG BY MA RT Y NEUMEIER
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Steal This Idea: Brand Messaging

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Ever wondered how a mission statement relates to a tagline, whom a purpose statement matters to, or what a trueline is?

Published in: Business, Technology

Transcript of "Steal This Idea: Brand Messaging "

  1. 1. STEAL THIS IDEA Brand Messaging BY MARTY NEUMEIER
  2. 2. Ever wondered how a mission statement relates to a tagline, whom a purpose statement matters to, or what a trueline is? LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
  3. 3. Developing effective brand messaging is a complex task, but it’s crucial to articulate your brand’s value proposition to everyone—from employees to vendors to customers. Strong, clear messaging emanates from a strong, clear purpose. A carefully considered messaging system allows you to dramatize the uniqueness of your brand and spread the word effectively. Use this simple slide to help illustrate how your brand’s messaging elements move outward from its core purpose. LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
  4. 4. Purpose (never changes) The fundamental reason your company is in business beyond making money. LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
  5. 5. Brand messaging hierarchy purpose LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
  6. 6. Mission (can change every 10-25 years) An over-arching strategy for achieving your purpose. LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
  7. 7. Brand messaging hierarchy mission purpose LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
  8. 8. Vision (can change every 7-15 years) A bold picture of the future to focus everyone’s efforts on the mission. LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
  9. 9. Brand messaging hierarchy vision mission purpose LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
  10. 10. Trueline (can change every 3-10 years) An internal expression of your brand’s most compelling differentiator. LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
  11. 11. Brand messaging hierarchy trueline vision mission purpose LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
  12. 12. Tagline (can change every 1-5 years) An out-facing expression of your trueline. LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
  13. 13. Brand messaging hierarchy tagline trueline vision mission purpose LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
  14. 14. Find more Marty Neumeier ideas to steal at liquidagency.com/blog LIQUIDAGENCY.COM | SOURCE: Z AG BY MA RT Y NEUMEIER
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