What is a Strategic Message?

A strategic message is language designed to help move specific audiences to take a desired action. Although called “a message,” a strategic message is actually a set of messages: a core message that is used with all audiences and subset messages written to address individual audiences.

Together, the set of messages connects an organization with an audience so that a conversation can occur. The major points within the set of messages usually supply the jumping-off point for the ensuing conversation.

What is the difference between a Strategic Message and a Brand?

There is usually only one situation that causes confusion between a strategic message and a brand — the need for institutional (or large-product) identity or positioning. That is the purpose of branding and only one of the uses of strategic messaging. Strategic messaging is employed in a wide variety of circumstances, basically any time an organization wants to motivate a target audience or audiences to take an action.

While there are also similarities, there are more differences than similarities. To name a few:

• Messaging involves only language and the language can be flexed depending upon the formality of the situation. Branding involves visuals and language and establishes inviolate language, images, and logos.

• Messaging can be accomplished in weeks and branding takes months.

• In the majority of circumstances, messaging does not involve formal market research whereas branding usually involves research and testing.

What is the difference between a Strategic Message and a Slogan

They have different designs and purposes. A slogan is a short, fixed statement used to identify an organization or product. A strategic message is a set of statements used to help move specific audiences to take specific action.

What is the difference between a Strategic Message and a Mission Statement?

Depending upon the message goal, there can be confusion between a message and a mission statement. The two are quite different. For example:

• A mission statement is an internal management tool used to guide and evaluate an organization’s activities, expenditures, and plans. A strategic message is a marketing tool that is used to engage specific audiences for the purpose of taking specific action.

• The language of a strategic message is designed to resonate with the desires of a target audience. It is the organization talking to its audience using language the audience might use and focusing on what the audience wants.

• A mission statement is written from the organization’s perspective, reflecting what it wants. It is the organization talking to itself – often reflecting desires that motivate people within the organization but might not motivate outsiders as strongly as other desires of theirs.

What is the difference between a Strategic Message and an Elevator Speech?

A strategic message is written with specific audiences in mind. It focuses on the desires of the target audience and employs language that audience might use.

An elevator speech, so-called because it should work with whomever you meet in an elevator, is not targeted in focus or language to specific audiences.