Messaging Strategy
Make your mark
Messaging strategy speaks to the personality of your brand, giving it a voice that is uniquely able to explain your capabilities and purpose in a way that is understood by your target audience.
COMPANY VERBAL IDENTITY
Get a captive audience with a messaging framework
Most businesses don’t take the time to put clear messaging around ‘what they do’ or ‘how their solutions exceed the competition’, before they jump into brand design.
The problem with this is that you can’t build a meaningful brand without a clear pitch. Gilligan Group’s specialist copywriters develop company messaging backed by a brand strategy that mirrors your capabilities and aligns with your customers’ pain points.
our brand narrative services
Get your team speaking from one voice
We help sales teams speak consistently with a clear value proposition to the audiences that matter. Our clients typically have a technical product or solution matrix that needs some workshopping before we settle on the USPs and tone of voice.
Competitor analysis
By benchmarking you against a relevant peer landscape we uncover how others position themselves, identify repetitive messaging and reveal genuine brand differentiation opportunities. This analysis provides context for a differentiated, credible, and relevant brand strategy.
Capability mapping
Through a tailored information gathering process we’ll workshop and challenge the solution set or expertise you currently present to market. This process often uncovers market gaps, stimulates leadership thinking and alignment, and positions you for new opportunities.
Audience profiles
We discuss the people profiles, pain points and buzz words that help you win contracts, gain approvals and build relationships. Moving beyond industries, we explore at depth the role types to find the messages that resonate.
Value propositions
Drawing on our learnings, we uncover the white space to claim your unique value propositions. This exciting phase of discovery challenges the language you previously used and introduces a new way of thinking and verbalising your true capability.
Messaging framework
A carefully crafted document detailing key messages tailored to stakeholders, this talk track is critical to future conversations, tenders, written communications, PR strategies and website content development.
Digital architecture
Leveraging the business knowledge we have gained we design a website strategy to ensure your existing or new infrastructure is fit for purpose. The site map and user experience should represent the workshopped solution matrix and capability messaging.
WHEN IS THE RIGHT TIME FOR MESSAGING STRATEGY?
Hold a winning conversation to convert leads to sales
Mature brands are often missing a messaging strategy. This is because rapid growth, the burden of running the business and new services lines have evolved faster than the brand strategy.
Also, over time, as people come and go – teams begin to voice differing versions of the same narrative. Over time, this inconsistency can undermine market perception and render the proposition unclear.
A messaging framework establishes a shared single point of reference for verbal identity. Imagine a voice bible, that clearly presents the core narrative, value propositions, and stakeholder messaging that informs every significant communication.
Gilligan Group’s expert strategists and writers will guide your leadership and operational teams to an aligned way of speaking that strengthens the strategic foundation of every conversation, with a higher chance of deal conversion.
our portfolio
Explore our work
client testimonial
“PRM has been working with Gilligan Group for over 5 years. Their brand strategy has seen us through some huge transitions, all the way from start-up through to national rail contractor. I wouldn’t trust anyone else to tell our story. Their ability to deep dive into seriously technical stuff and come up with wording that explains it simply and beautifully is incredible.”
Chelsea Herman
PRM
Ready to be our next success story?
Join the businesses that trust us to sharpen their message, lift their profile and win the work that matters.
messaging strategy faqs
Got a question?
These are some of the most frequently asked questions regarding the process, components of a messaging framework, and its application to business.
A messaging strategy is a structured system that defines how a business positions itself, what it communicates to priority audiences and how that language should be expressed consistently across teams, platforms and channels.
Copywriting is the execution of individual communications. Messaging strategy comes first. It defines the positioning, value proposition, audience priorities, brand narrative and verbal rules that guide what future copy should say and how it should sound.
The exact structure depends on the business, but a framework can include positioning statements, unique selling propositions, taglines, capability pillars, audience segmentation, audience-specific messages, brand story, engagement model, employee value proposition, tone of voice and ready-to-use communications guidance.
Across almost every market-facing and internal communication touchpoint — including websites, capability statements, tenders, sales materials, investor communications, PR, presentations and leadership messaging. It gives teams a common reference point, so the business communicates with greater consistency and discipline.