Make Your Franchise Stand Out with These Key Messaging Tips

As the foundation of your franchise public relations strategy, strong messaging is essential. You cannot achieve high-impact communications without it. As the foundation of your franchise public relations strategy, strong messaging is essential. You cannot achieve high-impact communications without it. If someone were to ask you about your business, what would your “elevator pitch” be? That’s an easy way to understand what key messages are: bite-sized explanations for what you do, why you do it, how you are different, and so on.

Why key messages matter

Key messages bring clarity and uniformity to your communications, showing your target audience who you are, what you offer, and what sets you apart from the competition. In today’s evolving digital world, the marketplace has never been more crowded, and consumers are more impatient than ever. A Microsoft study found that the average human attention span is now a mere eight seconds! Having compelling, concise key messaging pulls your brand out of the noise and establish connections with new customers quickly.

Getting started and planning

An easy first step for developing or examining your brand’s key messages is to revisit your franchise’s mission, values, and goals. Your messaging should align with these, keeping in mind the words and phrases you would most want to be associated with your business. Another step that may help with your planning is to complete a competitive analysis. Reviewing your competitors’ websites, blogs, and social media mentions can help ensure your key messages are distinct enough to communicate what makes your branding unique.

Attributes of successful messaging

Once you know what you want to say, it’s time to figure out how to say it. Key messages are clear and concise, usually limited to one to three sentences. They also need to be tailored to your audience. You want them to walk away with a lasting impression of your business. That usually requires a careful balance of being relevant, compelling, simple, and memorable.

You may not get it right the first time or even the first couple of times. If you test out some key messages and discover you’re receiving inconsistent feedback, it may be time to revisit the process and try something new.

This is why many brands partner with an experienced public relations agency. At Ripley PR, our specialists have a proven track record for not only shining a national spotlight on our clients. We also know the best ways to nurture your brand’s presence in local markets as well.

To find out more, call us today at (865) 977-1973 or contact us online.

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