Creating Compelling Key Messages

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If you’re after high-impact communications, messaging’s the key. By creating focus, control, and intensity, key messages influence your target audience.

As the foundation of your communication strategy, key messages should be used in all communications. They can be far more than ‘taglines’ to be memorised and repeated – so weave key messages into your conversations for resounding results.


There’s three steps to prepare key messages:

First, revisit your organisational mission, strategies, goals and objectives, closely aligning these with your key messages.

Next, identify your ‘brand vocabulary’ – those key words and phrases you aim to associate with your brand (and their SEO implications).

Finally, conduct a competitive analysis to ensure your key messages are distinct from competitors. Do this by reviewing competitors’ websites, blogs, marketing material, publicity and social media mentions to understand their key messages and brand vocabulary.

Developing key messages

Form a team to develop words and phrases that will form your key messages (including external PR and marketing consultants).

Identify your messaging needs and timeframe (ongoing or one-off).

Confirm your target audience.

Decide between a broad or focused approach.

Prepare ambitious key messages that accurately describe your organisation, product, service or program.

Focus on unique benefits, highlighting innovative features for your target audience.

Substantiate your points with supporting details that distinguish your case while adding credibility. Quoting facts and statistics, expert opinion, stories and visuals can also be effective.

Features of key messages

Concise: Maximum 3 key messages per page, each statement 1–3 sentences long (under 30 seconds when spoken).

Strategic: Define, differentiate and align with benefits/value proposition.

Relevant: Balance your message with what your audience needs to know or their pain points.

Compelling: Include meaningful information designed to motivate action.

Simple: Use straightforward language with minimal jargon.

Memorable: Make phrases easy to recall and repeat, avoiding run-on sentences.

Relatable: Use active rather than passive voice; not advertising slogans.

Tailored: Adapt your message to various target audiences, with flexible language and depth of information.


Many organisations use:

Examples of key messages, supporting messages and proof points/validation:

Here’s Aldi’s examples of corporate key messages and proof points

Aldi mission

Aldi key messages and proof points (validation)


Should you need assistance with Key Message Development for your brand or company, This email address is being protected from spambots. You need JavaScript enabled to view it..