Key Messages and Narrative

What is it and why is it important? 

Most of our projects will include messaging as a key output.

These are the key messages resulting from the strategy: brand positioning and proof points, customer value propositions and reasons to believe, employer brand and employee value propositions, what you give and what you get, values and behaviours.

They are usually a mix of harder rational messages and softer emotive messages. They could be describing products, services or your organisation’s positioning in the market.

The narrative or manifesto then wraps up all the messages into a story, with sub-heads as required. It is when we start to use a tone of voice, writing style and language that brings to life the personality of your brand and business.

The difference between a narrative and manifesto tends to be the length. A narrative tends to be longer including where we’ve come from and where we’re going to, and proof points across the business. The manifesto tends to be shorter bringing the key insight, positioning or value proposition and proof together. An employer brand narrative and manifesto will also bring to life values and behaviours.

The strategy on a page makes sure we’ve all the key elements you need. The messaging and narrative provides a more interesting and compelling platform to start developing internal and external stakeholder communications, as well as helping employees understand the strategy so they know how to behave, develop and deliver experiences across the business.

Our experience in this area

We have developed messaging on all the brand and employer brand positioning and customer value proposition projects, these are some of the examples where our managing director, Rachel Bevans, has developed the messaging into manifestos and narrative:

• CareFlight – narrative for brand
• SUMO Salad – manifesto for brand
• Transport NSW Cyber Security Advisory – narrative for customer value proposition
• TAFE NSW Riverina – manifesto for brand (with The Hallway)
• Norton Rose Fulbright – narrative and manifesto for employer brand (with Folk)
• Another professional services firm (to be launched) – manifesto for employer brand

How can we help you?