Brands should include a mission statement in their messaging framework to explain their goals

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 06, 2020, 5:16 PM UTC

Marketers should refer to their framework before writing any piece of content for the external audience.

This piece suggests companies should include a concise mission statement in their brand messaging framework to explain their business goals. Marketers should attach a specific tagline aligned with their mission statement, to explain the reasons behind their offerings.

The brand messaging framework should include a value proposition describing businesses' expertise to earn a competitive edge. The value propositions should consist of three components namely product details, people who can benefit the most from the products and why do brands want to help customers.

Organisations should then add their main selling points in their brand messaging framework, explaining the benefits of their products/services over competitor products. Businesses should properly store their brand messaging frameworks and give access to different team members within the organisation.

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