Component three of the organizing principle that is brand strategy is messaging: What a brand or company says about itself. It starts with the Is-Does (what a brand IS and what a brand DOES), extends through employee communications and finishes with outside communications, such things as PR and advertising.
Messaging is the component easiest to understand, yet hardest to corral.
I worked for a company Teq that sold interactive whiteboards to K12 schools. They also offered professional development to help teachers use the technology. The company had about 250 people. On LinkedIn, some employees said they worked in education. Others said they worked for a software company. Some said computers and hardware.
Messaging starts at home.
Zude, a startup I worked with in the social networking space, was even worse. The chief technology officer, built new features into the product weekly, which took it down unique and different functionality paths. (Google “Fruit Cocktail Effect” with quote marks.) Fail.
Imaging bringing up a puppy, changing its name every week. Like that.
The beauty of a brand strategy is it handles the Is-Does and sets the ground work for all messaging. Whether you are talking or typing about your brand you are either on or off brand message.
One claim three proof planks sets the brand strategy. Simple to understand, simple to follow.