Core messages are the 3-5 things you most want people to know, believe and feel about your organisation. When it comes to core messages, less is more. There are no advantages to pumping out 10 core messages for the brand as it just dilutes the impact of each one individually. Start with 3 of your best, focus and build with these. 

A core message is a fundamental claim your brand makes; backed by evidence, expressed consistently across everything you do. I might underpin a fundamental position or perspective you have, a service guarantee (careful to comply within Bill 2 requirements) or a new offering. Core messages can just change; especially if they are no longer relevant or its ineffective (it happens and it’s ok).

What makes a strong core message

  • True: you can back it up with objective proof, things like testimonials, wins or videos. 
  • Relevant: your audience actually cares about it, AKA it’s relevant to THEM not you.
  • Differentiated: your competitors can’t say the same thing (or don’t). A core message’s value lie in its uniqueness.
  • Simple: expressible in one clear sentence, the longer it take to explain or land the more people you’ll lose on that journey.

Building your core messages

Start by asking: What are the three most important things we want someone to walk away believing after they’ve encountered our brand?

Examples:

“We employ people with lived experience of disability at every level of our organisation.”

“We have never exited a participant due to complexity of need.”

“Therapeutic supports don’t need to be boring to be effective”

Notice how specific those are. They are claims you can prove. That specificity is what makes them powerful, and each one lends itself to all types of content and storytelling.

Proof points

Every core message needs proof. Without it, it’s just an assertion.

Proof comes in many forms:

  • Statistics and data
  • Client testimonials and stories
  • Awards and recognition
  • Years of experience
  • Specific outcomes achieved
  • Qualifications and credentials

How to use your core messages

Once you have them, your core messages should show up everywhere:

  • Website copy
  • Marketing materials
  • Staff talking points
  • Social media
  • Pitch meetings

Exercise

Write 3 core messages for your organisation. For each one, identify at least one proof point.

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