Strategic Brand Management: Having an Impactful Marketing Message | MODsocket

Strategic Brand Management: Having an Impactful Marketing Message

Connect. Consult. Compete.

Strategic Brand Management: Having an Impactful Marketing Message

by Donovan Dillon Contributor

Posted on September 07, 2012 06:37 AM


One of the most important factors in strategic brand management is the need for an impactful marketing message throughout any campaign.  An impactful marketing message is one that not only enables customers to recognize your brand, regardless of the method used to deliver the message, but also is consistent throughout so that your strategic brand management message is received clearly.

Brand Positioning

Strategic brand management must have a clear brand positioning that everyone in the company understands.  Your brand is your look, feel and sound, and represents what your company stands for in your industry.  Therefore, all aspects of your marketing message must fit with your brand and work toward promoting that brand.  This will provide an impactful message that helps customers connect your company to the offer and the brand you are promoting.

Adjusting the Message

For companies that collect customer information based on purchases, adjusting the message based on various customer groups helps create an impactful marketing message as part of your strategic brand management.  For customers who do not purchase often, a discount coupon to “entice you back,” may be the answer, while customers who purchase more often may respond to the same coupon for “our loyal customers.”  When making claims about competitors, or offering huge discounts, be sure that the information in the message is truthful and will withstand scrutiny, as untruthful advertisements can cause irreparable damage to your brand and company.

Keep Your Message Brief

Creating brief messages is the best way to create an impactful marketing message based on strategic brand management.  Getting to the point quickly will grab the attention of customers who no doubt will appreciate that the message is straightforward and to the point.  People are bombarded with marketing messages today, and those that explain their message immediately get noticed more quickly than those with a message buried in the small print.

In order to have a successful and strategic brand management program, it is crucial to create an impactful marketing message that is concise, consistent and fits with your company’s brand positioning.  For more information on creating impactful marketing messages, sign up for a 30-day free trial at

About the Author

Donovan Dillon is President of Ad Giants - a Next Generation Marketing Services company specializing in software-as-a-service and creative solutions that improve sales and marketing effectiveness. Donovan has over 25 years of marketing, product management and technology planning experience. He was previously head of Marketing for Broadwing Communications, and has held senior marketing and technical positions with Level 3, XO Communications, and ATT.