How do well-known companies “message” what they do?
Here are some examples from Facebook, Apple Stores, Twitter, and Coca-Cola Company.
Founded in 2004, Facebook’s mission is to make the world more open and connected. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.
Every Apple Store offers customers great ways to get the most out of their Mac, iPad, iPhone, and iPod, such as free advice at the Genius Bar, popular in-store workshops and special programs for kids. Customers can book appointments for One-to-One training to get personalized assistance with applications or individual projects. The hands-on Apple Retail Store experience gives customers a chance to test-drive Apple’s entire product line.
Twitter is a real-time information network that connects you to the latest information about what you find interesting. Simply find the public streams you find most compelling and follow the conversations. At the heart of Twitter are small bursts of information called Tweets. Each Tweet is 140 characters in length, but don’t let the small size fool you – you can share a lot with a little space. Connected to each Tweet is a rich details pane that provides additional information, deeper context and embedded media. You can tell your story within your Tweet, or you can think of a Tweet as the headline, and use the details pane to tell the rest with photos, videos and other media content.
Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, the world’s most valuable brand, our Company’s portfolio features 15 billion dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globablly, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.7 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world’s top 10 private employers with more than 700,000 system employees.
TIP: Note that even these big-time brands with big-time agencies have long messaging statements with jargon. Most people describe a company in one sentence or with just a few adjectives. That’s real-life messaging. That’s what you should be aiming for: real words used by real people that are really believable.