One Voice Messaging Platform Ideas that engage, inform and inspire.
Aug 08, 2015
One Voice Messaging Platform
Ideas that engage, inform and inspire.
The One Voice Messaging Platform is designed to
help improve consistency, coherence,
and power to a collective branding,
marketing, and communications effort.
It presents a new, united approach to
how one speaks to prospects, partners,
the community, and the marketplace.
At the core of the messaging platform is an expression of “Brand Values”
Articulating your organization’s brand values should draw from the foundational
building blocks of a brand vision and positioning. Brand values are described through
four vectors: 1) What Your Organization Stands For (why the organization exists
and associated underlying themes); 2) Your Character (values or brand attributes
expressed as human characteristics and personality traits); 3) Your Differentiators
(qualities that are credible, unique, and ownable); and 4) Your Benefits (what your
audiences gain from engaging with your organization and other aspirational
qualities). These brand values become the “Voice” of the organization and a
“Messaging Platform” from which all brand communications should draw.
The brand values expressed in a One Voice Messaging Platform ensure consistency
and a guideline for everyone in the organization to deliver upon the brand’s promise.
It becomes an extension of what the brand stands for. It sets the stage for good,
compelling storytelling about the brand. We call a brand promise that resonates
with your audience throughout all of these vectors 360-degree branding. These are
attributes and intellectual assets that must be refined and protected.
Here is the structure of a One Voice Messaging Platform:
As mentioned previously, this structure is designed to improve the consistency,
coherence, and power of an organization’s collective branding, marketing, and
communications effort. With One Voice, an organization has a tool to effectively
manage how the brand speaks.
Brand Building Blocks Brand ValuesYour mission What you stand forYour vision Your character and valuesYour positioning statement Your differentiating attributesYour signature or tagline Your benefits to the marketplace
Howard University
One of the most prestigious historically black universities
in the world, Howard University engaged us to review
its existing brand strategy and make recommendations
for reinforcing its position as an institution of choice for
highly qualified students.
Howard University I “One Voice” Messaging Platform
See complete Howard University Case Study
Barnesville School of Arts and Sciences
Barnesville enlisted us to create a more appealing and
focused brand platform that would help it stand out
among other area independent schools as well as
enhance student recruitment efforts.
Barnesville School of Arts & Sciences I “One Voice” Messaging Platform
See complete Barnesville School of Arts & Sciences Case Study
Morehouse Healthcare
Seeking to broaden its appeal among patient populations
in the metro Atlanta area and throughout Georgia,
Morehouse Medical Associates (renamed Morehouse
Healthcare at our recommendation) reached out to The
Design Channel to re-invent its branding and messaging.
Morehouse Healthcare I “One Voice” Messaging Platform
See complete Morehouse Healthcare Case Study
The Essential Truths and Purpose of Your Organization
Think of The One Voice Messaging Platform as the
infrastructure for your brand—helping the essential
truths and purpose of your organization support your
brand communications. It is an especially valuable
tool and framework for storytelling and developing
creative themes for brand advertising and integrated
marketing communications.
Branding and Integrated Marketing Communications
The Design Channel has extensive experience in creating powerful positioning,
branding platforms, and content marketing programs for organizations and
enterprises in a wide range of industries. Visit www.thedesignchannel.com to
learn more about our work, services, and team.
Washington Baltimore Atlanta
Speak and Be Heard
share this
Branding and Integrated Marketing Communications
The Design Channel, LLC
5420 Wisconsin Avenue
Chevy Chase, MD 20815
p 301.951.9195
f 301.951.9197
www.thedesignchannel.com