All you need to know about Key Messages

You have an amazing charity and you want to tell the world about it. So how do you describe what you do and why? It can be tempting to over-explain everything so you don't miss anything. Or perhaps you describe your organisation in a different way every time someone asks you about it?

This is where key messages come in. The backbone of branding!

What are key messages?

Key messages are useful sentences that describe what you do and how you do it, and they are designed to be reflected in all written and spoken communications. By agreeing key messages and using them regularly, you will build brand awareness and reinforce your market position.

You need between 4 and 6 key messages. They should be short, sharp and memorable.

How to develop your key messages

I use a four-step approach to creating key messages:

1. Conduct one-to-one scoping sessions with key staff and the Board of Trustees

2. From the insights gathered, draft your key messaging

3. Host a workshop will all staff and Trustees to review the key messaging

4. Make any amends, then publish as part of your brand guidelines

Remember your 'why'

I say this all the time in my workshops - people buy a good night's sleep, not the mattress! So when you are developing your key messages, keep in mind what you want people to feel about your organisation. Your key messages, when spoken or written, should elicit an emotional response.

Drafting your key messages

Actually writing your key messages can be the hardest part. If you can, ask a professional copywriter for support.

Here's some top tips...

• Write one or two sentences for each key message

• Consider what you would like people to think and feel

• Avoid jargon and acronyms or words specific to your industry – use plain English at all times

• Read your key messages out loud. Do they sound conversational? Do they take longer than 30 seconds to say?

• Accuracy is extremely important. Do not quote numbers or data without the relevant sources and context

Bring together your team and ask them to review the key messages you have drafted. Ask them to consider…

• Does it resonate with me?

• Would I be comfortable saying this to stakeholders, old and new?

• Is it simple and easy to understand?

It is important to listen to feedback from your organisation and if you feel it is appropriate, amend the key messaging. If you decide not to make any changes, explain why this is.

Using your key messages

Your key messages are part of your brand, so it is vital everyone working on behalf of your organisation knows and understands them. I would recommend the following activities to help with this...

• Create brand guidelines and distribute them to all staff and Trustees

• Host a branding training session and repeat this annually for all staff (it helps if this is mandatory – it can still be fun 😊 )

• Run a quarterly quiz around key messages and branding for your team

• Give everyone a 1-sheet overview of your brand guidelines to keep on their desk at all times – I like to laminate these!

It may sound simple to offer training and a 'cheat sheet', but it works - key messages become a part of your everyday vocabulary and eventually, your stakeholders begin saying them to you!

If you would like support to craft compelling key messages, please get in touch by emailing me at laura@tiptoetraining.com. Good luck!