What sets you apart from your competitors? How can your institution benefit the community? These are questions that come to mind when I think of developing a core message. I’m going to talk about the meaning of core messages on a professional level.
So what is a “core message”?
From my understanding, a core message is a consistent, concrete and direct message that conveys your purpose and objective. We can only assume that all people have short attention spans and you want to make sure that you have a short, but lasting message. If your message is good enough, it will spread without your help.
Developing a good core message is all about establishing your focus. In Chip and Dan Heath’s: “Made to Stick,” they recommend developing a simple message for a wide audience.
Your message should also be concise and easy to remember. Although you may have multiple, you must choose your most important and “contagious” message. What is unique about you that sets you a part from the crowd? What is unique about your company or corporation?
I think that core message techniques are incremental to personal branding. For example, when writing your résumé, organize it with a theme in mind. Market this theme with examples and experience. I would say the core message in my résumé would be my passion for working within my community.
Core messages are all about leaving impressions on people. They go hand in hand with marketing but in the simplest way possible. The coffee shop down the street is different because it creates a home away from home and it promises to get you through the day. The applicant is different because she is compassionate about helping others. Although these are vague examples, the idea is that they will have evidence to back up their message but as long as they have established their main point. It is up to you to follow through with your message!
Here are some helpful links for developing your core message.
For writing your personal core message: