Comment assurez-vous la cohérence des messages de vos produits sur les différents canaux de marketing ?

Develop a Clear Brand Message Core Message: Define the core message that succinctly describes your product’s unique value proposition, key benefits, and differentiators. Brand Voice and Tone: Establish guidelines for the brand voice and tone to ensure a uniform style of communication across all channels.

Core messaging is the foundational narrative that defines what your brand stands for and communicates your brand's unique value proposition. It acts as the anchor for all marketing and communication efforts, ensuring consistency and clarity across all channels. An Example of Core Messaging for our brand Aludecor: Core Message Statement: "Aludecor transforms spaces with innovative, sustainable, and aesthetically superior ACP solutions, enhancing the beauty and functionality of every project." By developing and adhering to a strong core messaging framework, we ensure that all our marketing efforts convey a unified, clear, and compelling story about the brand.

When the companies have very clear goals in sales, the core message is really clear, but when the companies have not internal organization, goals or bad communication is very difficult for Marketing get this core inputs to create a good message through marketing channels.

Core messaging should connect deeply with your target audience by addressing their key concerns and showing how your product meets their needs. Keep the message clear and simple, steering clear of jargon or complex terms. Emphasize the benefits your product offers, illustrating how it enhances the user's life or solves a problem. Be prepared to refine and adapt your messaging based on customer feedback, market trends, and changes in the competitive landscape.

Once you've set you product's core message, or value proposition (which I think is better suited), you should align all stakeholders. You need to make sure everyone understands and is onboard on it. Because once you start communicating that message, it'll spread like wildfire and will be used not just by marketing, but also sales, product, customer success, support etc.

By Defining Clear Brand Guidelines: Brand Voice and Tone: Clearly define the voice (how you speak) and tone (the emotional inflection) of your brand. This includes language style, vocabulary, and the emotional undertone. Visual Identity: Establish consistent use of logos, color schemes, fonts, and imagery. Create a style guide that includes examples of do’s and don’ts.

Big challenge: Let marketing do its job. When everybody things the colors, shapes, tone, strategy can be changed every 6 months, Marketing area face a big problems: a) inconsistency b) no online visibility c) bad reputation

Brand guidelines are a collection of rules and standards designed to maintain a consistent brand identity across all platforms and materials. These guidelines detail the proper use of logos, color schemes, typography, and messaging to ensure a cohesive and easily recognizable brand image. Adhering to these guidelines helps businesses establish a strong, unified brand presence, fostering greater recognition and trust with their audience.

The more channels and the bigger the marketing team - the more important reviews become. If you've set a clear brand and product framework from the get-go, plus aligned stakeholders, I don't see that reviews need to be done that frequently. Perhaps once every six months.

Quarterly sales enablement meetings with sales and marketing is a great way to rehash those brand guidelines and value propositions. We use these to work out potential kinks, explain the messaging for new staffers and go through customer insights to improve our ICP.

Having a Centralized Content Management along with Consistency in Messaging: Develop a centralized content calendar to plan and track all marketing activities. This helps ensure all channels are aligned and messages are timely. Maintain a shared repository of approved content and assets that can be accessed by all marketing teams. Further, develop a set of key messages that encapsulate the core benefits and values of your product/services. These should be used consistently across all channels.