Web Design Background

Key Messages: How To Develop & Master Your Key Messages (With Examples)

  • 5 min read
  • April 5, 2024
How To Develop & Master Your Key Messages (With Examples)

Communication is key. But, have you ever sat down and really thought about what your brand is really communicating to your target audience? That’s where key messages come in. 

In this article, the KIJO team will take you through the key messaging fundamentals. We’ll unveil what key messages are, why you should prioritise them and how to develop them.

What Are Key Messages?

Key messages are essentially the most important message you’re trying to communicate. What do you want your user to understand and remember? These messages are usually one or two sentences that address the pain points your consumer may be facing, and how your product or service solves them. 

Key messages tell potential consumers everything they need to know about your product or service at pace, without explanation.

Key messages are not to be confused with brand promises or brand values. However, they should certainly closely align. Whilst every user is going to remember different specific details of your site, every single user should be able to sum up what’s being communicated to them similarly.

Why Should I Prioritise Key Messages?

  • Communicate Immediately to Potential Clients
    Prioritising your key marketing message help communicate exactly who your company is and what you offer immediately to potential clients.
  • Keeps Your Team On The Same Track
    If everyone in your company knows the key message of your brand, product and service, this means that everybody will know what they’re communicating and to whom, at all times.
  • All Communications Are Appropriately Focused
    Every single communication that’s released, whether that be internally or externally, will reflect your brand story and purpose – if the right messages are in place.

How Do You Write A Good Key Message?

Good key messages are typically:

  • Value-Focused
    What problem is being fixed for the reader? Why should they sit up and pay attention?
  • Concise
    These messages are for specifics, not details…
  • Compelling
    … But, they should make you want to find out more after reading them.
  • Consistent
    Whatever the key marketing message is, wherever they’re being said, should be said the same way. The messages will create a consistent theme to all of your communication and help with consistency in themselves.
  • Memorable
    Your key marketing message should be easily repeatable and retained.

How Do You Develop Key Messages?

A key message needs three things. 

It needs a VALUE, a HOW and POTENTIAL.

We think the digital music platform Spotify’s key message is pretty neat for this.

“Enjoy ad-free music listening, offline playback, and more. Cancel anytime.”

The Spotify Key Marketing Message

This breaks down as:

VALUE: Enjoy ad-free music listening…
HOW: Offline playback, and more…
POTENTIAL: Cancel anytime. 

The best way to develop key messages is together with internal stakeholders that understand and are invested in the outcome of the communication. Together, you should:

  • Brainstorm
    As a team, identify what the goals of the key message are, what it needs to do and who the target audience is. What do you want the overarching message to be and why? Why should your reader care, and what’s in it for them?
  • Refine
    Your brainstorming session should leave you with a few potential key messages. Review them together and make sure they support the goals you set, read conversationally, and are motivating. You should also be sure that they feel like you own them, and can’t be applied to another of your competitors. 
  • Test
    You should then test the messages out and gather feedback from both internal and external audiences. Then, all stakeholders can sign off on the final key marketing message. 
  • Revisit
    Your marketing team should routinely check in with the key messages asking whether they’re still relevant, reflective and working.

What are Examples of Key Messages?

Here are 3 examples of good key messages the KIJO team think are delivering exactly what they need to, fast and purposefully.


Innocent Drink's Key Marketing Message

Innocent Drinks is a British-based company that produces smoothies and juice. One of its key messages is that they make natural, tasty little drinks that are good for the consumer, as well as the planet. 

We started Innocent back in 1999 with a dream to make it easier for people to do themselves some good.

One of the best things about Innocent’s key messaging is that it is inherently consistent across their entire website. You leave knowing exactly who they are and what they’re about and can repeat it with ease. This means these messages are absolutely working, exactly as they should.


Ikea key messaging

Ikea is a Swedish, affordable furniture brand. We know that, you know that, everyone knows that. And that’s the sign of good key messages. 

Low prices and good quality.

What Ikea is renowned for is simple; good quality furniture without the expense, that you can put together yourself. Value + How + Potential. The brand understands its target audience and delivers it consistently across its branding, site and communications.

Crown Pavilions

Crown Pavilions' Key Marketing Message

The KIJO team worked with Crown Pavilions to redesign their new website in 2023. Their key messages were simple; Crown Pavilions create the world’s finest garden buildings. 

And, if you invest in one: “you can make the most of your outdoor space – all year round.

Crown Pavilions are a great example of knowing the target audience and exactly how to capture them with the right key messages.

Time to Focus on Your Key Messages

As they say, communication is key so sitting down to prioritise and clarify your your marketing message is a definite worthwhile venture. 

If you think you need support in developing your key messages, there are experts you can draft in to help. The KIJO website design team can support you in developing them and your overall branding in a way that’s distinctive, impactful and timeless. 

Contact us today.

Yoast: A Quick Guide to KIJO’s Favourite Simple SEO Plugin (WordPress)

Sorry, your browser does not support inline SVG.