The 10 Question Messaging Assessment

By November 15, 2018Branding, Messaging, News
brand message checklist

As 2018 comes to an end and your organization delves into the details of 2019 plans, consider how well your brand messaging has supported your marketing and sales objectives over the past 12 months.

Has your brand voice remained genuine to your organization or has it wavered? Is your story distinct in the caucophony of the marketplace? Can your internal and external stakeholders describe your value to others with clarity, confidence, and consistency?

Begin the process with these pillars. Use them to consider how well your messaging and verbal identity are working across your marketing, sales, web, advertising, visual elements, and other communications. Once you’ve clarified its place in the ecosystem, take the time to dig into the details. We’ve provided a framework to start the process. It’s deceptively simple.

Take your time with it. Engage a group of people who use the messging in various ways – your rockstar front line sales team member, social media community manager, customer service leader, etc. Use it as a conversation guide and capture the thoughts. Once you do, what you’ll see are trends, gaps, and opportunities to tell a more impactful story. (Let us know if you get stuck. We’re glad to walk you through the process.)

Messaging Assessment Questions

  1. What’s my value proposition?
  2. How does it stand out in the marketplace?
  3. What is the one thing we want or need to say consistently?
  4. Why do we do what you do?
  5. What do we enjoy most about our business?
  6. What’s our timeless message?
  7. What is the change we’re working to make?
  8. What is the rallying cry that guides our team?
  9. How are we living out our core values with the work we do?
  10. Why would we be missed if we were gone?

In 2019, find, create. and tell your brand story in a way that is meaningful to you, your clients, your prospects and the marketplace. Make connections that move the brand needle, increase awareness, change perception, create desire and drive purchases. We’re here to help.

Watchword produces intelligence-driven branding and content that works efficiently across many channels to help businesses articulate who they are and what they do to the people who matter most. We listen carefully, communicate thoughtfully, respond consistently, and deliver absolutely – that is our rally cry – our watchword. What’s yours? Get in touch – we’d love to hear your story.

Rachelle Kuramoto

Author Rachelle Kuramoto

Rachelle is Watchword Brand principal. She has worked as a brand and content strategist, writer, and market intelligence director for 20 years. She is an experienced and award-winning professional who balances creative and business acumen to support projects, primarily in the B2B sector. Her objective in every engagement is to articulate what makes the client distinctive and sustainable in their market and with the stakeholders who matter most. She'd love to hear your story. Grab some time and a listening ear at

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