Creative Messaging Strategy

Is having a Creative Messaging Strategy the same as NOT having a Creative Messaging Strategy?!

It is a rhetorical question obviously! We all know the answer to this question! Sometimes business owners and marketers just do not seem to put enough emphasis on the Creative Messaging Strategy, and then they are not quite sure why their marketing efforts failed!

The Creative Messaging Strategy is a critical component of your company’s overall Marketing Strategy! In fact, it is the make-it-or-break-it part of your marketing activities, that last piece of the jigsaw which will complete the picture! You need to have a creative messaging strategy because this is what will deliver the meaning of your message. This is what will make an impression in your consumers’ minds. It is what you want them to know about your brand and your product! You MUST catch their attention! If you do not catch their attention, then… you know! 😉

It is all in the message!

Marketing is about communication; it is about delivering the message. The right message, to the right person, at the right time! And since the communication between you and your customer is crucial, therefore you need to have a well-thought, professionally developed message strategy.

The message delivered by marketing communications is a promise—a promise that motivates someone to buy. A promise that your product will solve their problems. So, the message needs to be REALLY good!

It needs to be compelling, engaging, and encouraging for the customer to take an action! We’re all in business waiting for that action by our customers and potential customers.

Let us face it, if you are not convinced as a consumer that you want to buy this product or acquire that service, you will never pick up the phone to say YES to the salesperson. You will never click “BUY NOW” on the website where you are shopping, and you’ll never go to the store to buy the product!

But why complicate things?!

Not at all! It is not complicating! It’s showing the outside world what your company is all about. It is telling your customer that you’ve listened, and that you’re delivering a solution to their problem. It is also telling your competitors that you ARE actually better than they are!

That is why the weight that marketers put on the message is huge! That is why we as marketing people spend ample time working with you on the creative message strategy, to ensure we capture what you want to promise your consumers.

If you think of it, consumers are bombarded with what we call “advertising clutter” every day. They see, watch, and listen to tens and maybe hundreds of commercials about all types of products and services, and only very few messages stick with them. 

You MUST break through that clutter and leave a lasting impression so that your brand and product come to your consumers’ minds at the time of their decisions.

In order to do that, you need to take care of the following elements:

  1. Defining your Unique Selling Proposition – USP (What makes your product different? What problems does it solve for your customer? Why would the customer choose your product over others?)
  2. Who are your target audience? (Who is this message going to? What are their habits? What are their buying behaviors?)
  3. Tell a story, do not sell a product! (Why does your product exist? What does it mean to your company and to your customer?)
  4. What are your objectives? What do you want to achieve? Launch a product? Introduce an enhancement? Increase your brand awareness? Every objective will need a unique messaging strategy.

M&Ms Since 1949 their slogan has been “Melts in Your Mouth, Not Your Hand”. The message relates to people’s desires to eat chocolate without it melting. Therefore, the uniqueness is clear!

Mercedes-Benz’ slogan “The Best or Nothing”. This phrase represents what Mercedes-Benz as a brand stands for. Mercedes-Benz promises to deliver “the best or nothing” through everything they do. Their promise is to be the best in every aspect of their vehicles, this includes innovation, performance, design, safety, and environment.

Will this get me more customers?

Once your Marketing Consultant has delivered your Creative Messaging Strategy, and you’ve both confirmed that it is in line with your Marketing objectives, it is now up to the product to live up to the expectations that you are about to create through your marketing communications!

So, the answer is YES, knowing that your product is the best in the market: It is unique, it delivers your company’s brand promise, and most importantly, it SOLVES your customers’ problems!

But it all starts with the message! This is what will deliver the purpose of your brand. It is what will keep all your marketing efforts coherent and will empower all aspects of your business.

When you are creating marketing materials, writing a blog, planning a social media campaign, your messaging strategy will guide you towards what to focus on and what tone of voice to use. It will tell you how to speak to your customers in a way that catches their attention.

Not only that, but a good messaging strategy will also help you deliver good customer service. Educating your customers using consistent language through all your employees is easier and will emphasize the fact that your whole team is speaking the same language.

So, the creative messaging strategy will not just help you acquire new business, it will also help keep your existing customers happy and loyal!

More examples!

Nike’s most famous campaign of all time which first launched in 1988 created one of the most recognizable slogans in the business world to-date! Created by advertising agency “Wieden + Kennedy”, it started as a campaign, and went on to be the Nike Slogan. Nike credits its increase in its share of sport shoes in North America to the slogan. Over a period of 10 years, their worldwide sales grew from $877 Mn to over $9.2Bn! (Reference: https://en.wikipedia.org/wiki/Just_Do_It )

PayPal split from its parent company eBay in 2015. Needless to say, they had to differentiate and position themselves from their previous owner. They launched a campaign in 2016 with their first ever TV commercial during Superbowl 50 with the main message being “New Money”: https://www.youtube.com/watch?v=bhHCPQciWlE

The ad showed PayPal’s messaging strategy: It is New Money, so it is not limited by time zones, or technological restrictions; it is about new, modern, forward thinking, beyond limitations means of conducting personal and business monetary transactions.


Remember, having a well thought, compelling, & engaging Messaging Strategy is a deciding factor in your potential customers’ buying decisions! It is empirical to develop the strategy professionally to ensure it aligns with your overall marketing strategy and your company direction, and PRIMARILY to deliver the right message to your consumers!

Without having a comprehensive creative messaging strategy, the possibility that you will not get the results you desire from your marketing efforts.

Pinnacle Branding Services is the right mix between the marketing science, experience, knowledge, and creativity to be supporting organizations like yours designing the creative messaging strategy that will tell the right story about your brand and product to your potential clients resulting in more sales revenues and profitability.

Pinnacle® is a multi-country consultancy firm. Our consultants are spread around the world; we are divers organization with 70% of our consultants women and 14 nationalities. We have built our organization on modern business model with agility, diversity, and resilience to the business dynamics. We have chosen our technology platform to support our modern mindset thus we work from anywhere …. As work is not a place anymore. We implement Lean Six Sigma in everything we do whether internally or externally at our client sites. 

This article is written by:
Sherif Youssef
Pinnacle CMO and Senior Marketing Consultant
Pinnacle Ltd.

Pinnacle Ltd. is a multi-countries modern consultancy firm, with offices around 13 countries in 4 continents, and 34 consultants working remotely and virtually managed.

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