2. Ever wondered how a mission statement relates to a tagline, whom a purpose
statement matters to, or what a trueline is?
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3. Developing effective brand messaging is a complex task, but it’s crucial to
articulate your brand’s value proposition to everyone—from employees to
vendors to customers. Strong, clear messaging emanates from a strong, clear
purpose. A carefully considered messaging system allows you to dramatize the
uniqueness of your brand and spread the word effectively.
Use this simple slide to help illustrate how your brand’s messaging elements
move outward from its core purpose.
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4. Purpose (never changes)
The fundamental reason your company is in business beyond making money.
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8. Vision (can change every 7-15 years)
A bold picture of the future to focus everyone’s efforts on the mission.
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10. Trueline (can change every 3-10 years)
An internal expression of your brand’s most compelling differentiator.
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