Marketing consultancy – why key messages are important

March 21, 2013

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When we work with our marketing consultancy clients, we often recommend that they develop a platform of key messages that will provide a strong basis for consistent communication by their company. Key messages are phrases that represent the main ideas an organisation wants to express to its audience. They can reinforce what your audience believes about the issues you highlight. Alternatively they might counter your audiences’ current beliefs and work to change their opinions.

Key messages encourage direct and successful communication with your audience, because they bridge what your audience already knows and where you are trying to take them – which is so important in marketing consultancy.

Key messages help you:

  • “Cut through the noise” and focus on what’s really important to you and your audience
  • Shape the perception of your company in the eyes of your audiences
  • Ensure consistency in the messaging to your audience, especially for companies or organisations with multiple communications strands and spokespeople

Key messages should be:

  • Short: one brief, memorable sentence or phrase
  • Concise: avoid jargon and acronyms
  • Active: make every sentence active
  • Positive: talk about what the organisation can do, not what it can’t
  • Specific: address a particular challenge or issue
  • Credible: provide examples to back it up

If you want to find out more about this or our other marketing consultancy services, please get in touch.


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