Defining The Message
By Daye Salander
Through graphics, ideas have been expressed, histories have been written, and beliefs have been handed down through the generations.
Enter the current world filled with signs, both physical and digital, that bombard us at every turn, each one competing for attention. No longer is the message one of information or history but of companies, individuals, and government pursuing and highlighting their own agendas. Whether it is a sales pitch, a public relations campaign, or a message meant to socially engineer society, information and signage have run rampant.
In this deluge of media, it is sometimes difficult to develop a message that stands out from the rest. It is tempting to follow the lead of others that is perceived as successful but this is often a grave error. The reason is that if a company or individual does not have their own message, they cannot live up to the message. Although following another’s lead can often bring in more prospective clients, earning and keeping their business becomes unattainable.
Having a clear definition of a company, its abilities, its goals, and its concepts can define the message and the brand. With a comprehensive look an effective marketing plan can be put into place that will allow the right message to be sent and the company WILL live up to its message because it is uniquely their own.
Developing that unique message really begins with the story of a company and its services. It is the answer to the question of what motivates your potential clients and why they specifically need your company. It will provide enough information to pique the interest of your potential customers as well as build value and create a desire for more information.
It is important to keep in mind when crafting the message to talk on the level your potential customers are at. That message should be about what the customer wants and/or needs, not what the company wants. Failure to communicate the message will result in a failed marketing campaign.
Once the message has been defined understanding of what to do with that message is often neglected. So, a website is designed, e-mail signatures are created, newsletters or brochures are sent out, but without a coordinate effort, the message can either be clouded or lost on the wrong target market. Simply sending out random information is similar to writing on a cave wall – few will see it and those that do often do not understand it.
The message does not stand alone. It is a part of a bigger package and involves not only developing the avenues to send that message but the company learning to live the message, making it uniquely their own.
Using the age old tradition of graphics to communicate a specific message targeted for a specific audience will again prove that mankind leaves it mark and its message on history.
