ISI Tools

Know Your Message, Know Your Medium

Brand Messaging to Brand Mediums

Message to Medium

With the vast number of multi-media channels in today’s rapid paced new economy, it is imperative that the brand message your company is communicating to your target audience is relevant, engaging, and above all, consistent with your company’s brand promise.

Too frequently organizations work with several teams of well-intentioned employees, writers, designers, marketers and brand consultants who may drive the company’s primary, secondary and tertiary brand messages in diverse directions.

Consider asking your team:

Are we a product-based company or a people-based company? Why?
Are we a rationale-based organization or a emotion-based organization? Why?
Do we want to present a Benefit-based Sales Approach or a Needs-based Sales Approach? Why?

Perhaps your firm is a combination of one or none of the above…
What is crucial is that your business development team is in sync to: which client is receiving which brand message and how often.

“Consistency” is the key to managing, nurturing and maintaining a positive brand experience. Capturing the “top-of-mind” position of your target audience and having your brand recognized in all mediums, is a communications strategy the Team at ISI has proudly delivered for over two decades.

Medium to Message

Once your brand messaging is crafted and solidified, we need to modify each “style” to different mediums. Websites read differently than Brochures, Blogs are received differently than Advertisements and Social Networks communicate in another way than Press Releases. Just as our target audience communications require customization and personalization of your brand messages; so do Mediums.

Each generation feels more comfortable with a specific brand distribution channel; Zoomers (that’s Boomers with ZIP) may prefer print, something to hold, while Generation Y may demand Social Networking channels which will allow them the ability to “contribute to the messaging” and “transmit their opinions,” while Generation X may enjoy website browsing to access multiple points of view (and windows) on a singular subject all the while reducing their “carbon footprint”.

Copy writing for various mediums… Brochure and print have the luxury of texture, shape and three dimensions. Copy for print can tell a longer story which can be continued over longer periods of time, while Websites had the advantage of sound, motion and millions of colours, which work in synergy to keep your attention for each and every second before you exit the page. Website copy needs to be in point form, condensed and keyword driven for search engines. Now we have Social Networking and Texting that has literally brought back the days of “short-hand” and developed a new language combining words, abbreviations, symbols and emotions at speeds that travel the global in an instant. Copy for these mediums needs to be informal and comfortable.

At ISI, we can collaborate with your team to unify your brand messages, launch your campaign into the correct medium and track your results.

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