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Communication is everything – all marketers know that! But, have you ever paused and really considered: what is your brand saying? More importantly, what does your audience hear? That is where key messages come in.
In this article, the KIJO team of website pros will walk you through:
Plus, we’ll share some key message examples from brands doing it well. Sound good? Let’s get unlocking key messages then!
A key message (or sometimes key messaging) is one of the main things you want your audience to remember. It’s a short, sharp statement (which is 1-2 sentences) that captures:
Let’s be clear though – key messages are not your brand values or your tagline, although they should align with those. Key messages are used across all your communications; your website, your pitches, social media, and adverts. So, everyone in your business should be able to articulate them.
Related Read: The Ultimate Guide to Brand Guidelines (+ Examples)
If ever there was a time to sharpen your messaging, it’s now. Here’s why key messaging is especially vital:
Frankly, this is where many brands stumble. But, with the right questions, you can grasp it, shape it, and perfect it. So, do this:
Once you know your ingredients, here’s what makes a great key message:
Also, use a simple formula like:
[Value] by [How] that gives [Potential]
E.g. “Organise your finances effortlessly by using our all-in-one dashboard, so you can focus on what you love.”
Here are 3 examples of good key messages the KIJO team think are delivering exactly what they need to, fast and purposefully.
Quip is a US-based dental brand focused on making oral care simple and accessible. One of its key messages is:
“Better oral health made simple.”
Why does this work? It works because it’s value-driven (oral health), concise (one clear benefit), and memorable (easy to repeat). It tells you exactly what Quip stands for and its mission in just five words.
Ikea’s messaging is built on affordability and inspiration for everyday life. Their key message is:
“Affordable furniture and home inspiration for better everyday living.”
It’s simple, human, and instantly tells the audience what to expect. The phrasing “better everyday living” speaks directly to the customer’s lifestyle, not just the product they may be looking for.
The KIJO team worked with Crown Pavilions to redesign their new website in 2023. Their core key message is bold and simple:
“Crown Pavilions create the world’s finest garden buildings.”
And when it comes to customer benefits, their supporting key message is:
“Make the most of your outdoor space – all year round.”
We worked closely with Crown Pavilions to really understand their target audience. The result? Key messages that are clear, precise, and aspirational, perfectly capturing both the luxury and the lifestyle of investing in a Crown Pavilion garden building.
Gather your team, grab those iced lattes (decaf if it’s after noon!), sit down, and go through together:
Then draft, test, refine. And, make sure you bake your final key messages into every bit of communication: your website, your pitches, your socials, customer service and yes, even into your internal emails! Embedment of your key messages always starts at home*.
*(and by home, we obviously mean the office… Boundaries and all that!)
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