Brand message and sales arguments: what they are and how to prepare them
A brand message is one or two sentences that say who you are, who you work for and why you in particular are worth choosing. Arguments are the concrete proof that stands behind that message.
What is a brand message?
The brand message is the shortest answer to the customer's question "why you?". It organises all the company's other content: website headlines, the first sentence of a proposal and the way a salesperson introduces the company.
The message is not an advertising tagline or a slogan. It is a working sentence from which the rest of the communication is derived. A good message meets three conditions:
- it is understandable without additional context,
- it speaks about the benefit for the customer, not about the company itself,
- it can be repeated in one's own words after a single reading.
How do arguments differ from the message?
The message is a promise. The arguments are the reasons a customer can believe that promise.
| Brand message | Arguments | |
|---|---|---|
| What it is | a promise to the customer | the proof behind that promise |
| Length | one or two sentences | 3 to 5 points with proof |
| The customer's question | "why you?" | "how do I know it's true?" |
| Example | we shorten implementation time | number of implementations, average project time, client reviews |
Companies often have good arguments but have never written them down. Each salesperson then uses different ones, and the customer hears a different story every time.
What makes up a good set of arguments?
- Main arguments. Three to five reasons why a customer chooses the company, ordered from the most important.
- Proof. Numbers, case studies, certificates and reviews that back up each argument.
- Answers to objections. Short answers to the most common doubts: price, timing, the risk of changing supplier.
- Versions for audiences. You talk differently to the board, to procurement and to the end user.
- Versions for markets. The same arguments, worded for customers in other countries.
Important: an argument without proof is just a claim. Every point in the set should have at least one specific: a number, the name of a project or a client review.
How do we prepare the message and arguments?
- Conversations. We talk to the board, sales and customer service. We check how the company describes itself today and what really convinces customers.
- Analysis of materials and competition. We review the website, proposals and presentations, and the way competitors communicate.
- Message proposal. We prepare several versions of the message and choose one together with you.
- Set of arguments. We write down the arguments, proof and answers to objections in one document, ready to use.
- Rollout. We carry the message over to the website, proposals and presentations, and show the team how to use it.
When is it worth tidying up the brand message?
- when everyone in the company describes the offer differently,
- when the company launches a new product or changes its scope of business,
- when it enters a new market, including abroad,
- when it prepares a new website, catalogue or campaign,
- when the sales team grows and new people need shared materials.
Frequently asked questions
How long does it take to prepare the message and arguments?
Usually two to four weeks, depending on the number of conversations in the company and the number of audiences.
Is a brand message the same as a slogan?
No. A slogan is a short line for a campaign. The message is an internal tool from which slogans, headlines and content are derived.
Do the arguments need to change when entering a new market?
The main arguments usually stay; what changes is their order, the proof and the wording. A customer in another country may pay attention to something different from a customer at home.
Who in the company should use the set of arguments?
Everyone who speaks about the company externally: sales, marketing, customer service and the board. That way the customer hears the same story no matter who they talk to.