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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?

LIQUIDAGENCY.COM

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SOURCE: Z AG BY MA RT Y NEUMEIER
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

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SOURCE: Z AG BY MA RT Y NEUMEIER
Purpose (never changes)
The fundamental reason your company is in business beyond making money.

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SOURCE: Z AG BY MA RT Y NEUMEIER
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: Z AG BY MA RT Y NEUMEIER
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.

LIQUIDAGENCY.COM

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SOURCE: Z AG BY MA RT Y NEUMEIER
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.

LIQUIDAGENCY.COM

|

SOURCE: Z AG BY MA RT Y NEUMEIER
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 RT Y NEUMEIER
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

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SOURCE: Z AG BY MA RT Y NEUMEIER

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Steal This Idea: Brand Messaging