Most of us factor mission, vision and values in our messaging, but what about customer/stakeholder experience? I've started including this element because it's the most explicit way to get clients to consider the people they need most to do business, whether it's a for-profit enterprise or a mission-driven non-profit.

To make sure the wording is focused on customers/stakeholders, I couch it as an "I/me statement" from the person's perspective (not yours as a marketer/business owner).

A few examples:

  • I feel like family at Acme Food & Beverage.
  • I give to the ArtsCenter because they introduce me to new artists I don't hear on the radio.
  • I trust the folks at Fitch to help me through my home-improvement or repair project.

If you're using the Balanced Scorecard, you might have 3 or 4 experience elements. Put them all up there!

Structure your framework like this (I call it a Key Message Architecture):

TWF_Key_Message_Architecture_Template

Keeping your eye on the customer/stakeholder experience while you're building messaging ensures that your messages support them, alongside what you do (mission), why you do it (vision) and what you care about (values).

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Download an overview and example of the Key Message Architecture