After significant investment in a marketing campaign, few outcomes are more frustrating than underwhelming results. In many cases, it’s not the strategy or execution that’s the problem — it’s the messaging. In her latest article for the Forbes Business Council, CEO Andrea Aker emphasized the written word’s power in shaping perception, building trust and influencing purchasing decisions.
Andrea reframed brand messaging as more than a tagline or mission statement, but the strategic blueprint that defines how an organization communicates its value, differentiators and purpose across every audience touchpoint. She outlined the core elements of a messaging framework, explored why leaders overlook structured messaging work and offered practical steps to develop brand frameworks that drive alignment and measurable performance.
“A brilliant strategy cannot succeed without a solid foundation,” Andrea wrote. “Cohesive brand messaging is a critical part of that foundation and plays a defining role in whether tactics resonate with target audiences.”
Forbes Business Council is an exclusive network of senior executives and business owners focused on professional growth, connection and visibility. As a council member, Andrea contributes insights on PR, marketing and business strategy.
