In the classic Ian Fleming book and Daniel Craig adaptation of “Casino Royale,” Vesper says, “There are dinner jackets and dinner jackets; this is the latter. And I need you looking like a man who belongs at that table.”
If you ask the caretaker of a brand’s voice the strength of their messaging or, more important, the executive delivering those messages, they would be inclined to tell you, “our messaging is fine.” But the fact is, “there’s messaging and messaging. The latter is what we call, EDGE.”
EDGE starts by dividing a brand’s messaging into four interpretations – Brand Story, Corporate Voice, Sales Pitch and Marketing Kit. Each interpretation serves a specific purpose in a brand’s ability to tell its story based on the audience it’s trying to reach, educate or persuade. And while we know the corporate voice can resonate for all audiences, it often lacks the tone, style, data and relevant call to action that sales teams require. That’s where EDGE offers five customized messaging vignettes – Take Notice, Secret Sauce, Better Believe It, Proving Ground and Take Action. These vignettes lend themselves to drawing out the persuasive tone necessary to give your sales team a more compelling … EDGE.
Of course, it’s true, some brands are further along with their messaging than others, which is why we take a modular approach. We offer the full EDGE package – Brand Story, Corporate Voice, Sales Pitch and Marketing Kit — or a la carte options.
If you’re interested in a deeper dive into EDGE and receiving an assessment of your messaging, email us at gkeller@trevelinokeller.com.