Articulate Key Messages

Call upon Articulate Consultants for your key messages 

…when you value meaningfully distinct market perception of your offering.

…when you respect that a good key message plants an intuitive idea into the mind instantly.

…when you believe that an on-target key message can help to attract more of the business you prefer.

…when you understand that a motto can incite and sustain the loyalty of customers, suppliers, and staff.

…when you appreciate the power of a succinct mission statement to maintain focus and to prevent off-purpose drift.

…when you would like to see one concise statement – an articulate vision statement – guide all big-picture decisions.

…when you recognize a key message as the most important few words you have to say.

what makes a key message key    

Often comprising just a few words, key messages unlock awareness and understanding of identity and purpose, creating clear comprehension. In times of information overload, concise, meaningful key messages have great potential.

establish relevance 

Articulate Consultants understand that, whether for a particular audience or for the world, a key message can comprise one eloquent word. Some key messages take a few lines to read or a few seconds to hear. Yet, in every case, a compelling key message is brief, simple, and full of meaning.

  • Does your market find your name fitting?
  • Do the right people find your motto meaningful?
  • Does your call to action actually prompt beneficial action?
  • Does your mission statement harmonize your organization’s purpose with your market’s values?
  • Does your elevator speech take 30 seconds or fewer and compel people to seek more information?

a simple concept all yours

When an enterprise succeeds at propagating and living up to its fundamental key message, its market associates its identity with a single, distinct concept.

  • Heinz = ketchup
  • Rolls Royce = elite
  • Wal Mart = low prices
  • McDonald’s = fast food
  • Molson = Canadian beer
  • Energizer = long battery life
  • Tim Horton = donuts & coffee
  • Fender = electric guitars & basses

Is your fundamental key message simple, distinct, and well-known in your market? If not, then why?

internal or external focus

Brand promises and mottoes mainly address external audiences. Success with a key message for an external audience might first require clarity of the ultimate, internal key message: the vision statement. Your vision statement succinctly describes where your mission will take you if you stretch and persist to achieve it some day.

what you aim to achieve 

When thinking about the uncertain future seems misdirected; when the decisions of today need to be validated or adjusted to align with a clear, simple organizational purpose, these can be checked and calibrated in relation to a strong, certain vision statement.

real-world action and results 

People who have never chosen to think about key messages sometimes resist it as esoteric or impractical. Yet, even with them, a good key message resonates with meaning. Recognizing this, they appreciate that a good key message can harmonize with the values and vocabulary of the right people and compel beneficial action.

make a difference  

An authentic, articulate key message can create or validate the right impression. An enterprise that deftly infuses its marketing and brand management with an authentic key message can stand out in its market. Competition can be reduced or avoided entirely, customer loyalty increased, and customers willing to pay more could come from farther away.

bright minds, clear communication

A company seeking to succeed can enhance its chances of success by working with an expert experienced in key messages. Since 1996, Articulate Consultants has provided such expertise.

Serving Canada and the USA from Victoria, British Columbia, Canada 

By appointment only 

(c) Copyright Glenn R Harrington / Articulate Consultants Inc.