Ever watched a great film with terrible subtitles? You know something important is happening – the plot, the characters, the scene changes – but you miss the meaning, because the translation just isn’t clear.
That’s exactly what bad messaging feels like in business.
Whether you’re talking to your team about a transformational change, launching a new product to your customers, or trying to position your spokespeople as thought leaders on a burning industry topic, what you say matters as much as how you say it.
The foundations of great communications
Great messaging isn’t something you bolt on at the end of a project. It’s the backbone of every meaningful conversation your organisation has – from weekly team catch-ups with employees to thought leadership that shapes perceptions in the market.
The truth is, when messaging is unclear or inconsistent, everyone notices.
- Employees feel lost – a staggering 78% of workers say regular updates help them feel connected to their company – and 65% feel more committed when messaging is consistent. (ZipDo)
- Change fizzles out – organisations that communicate a compelling and consistent case for change through clear messaging are nearly 6 times more likely to succeed with transformation efforts. (axioshq.com)
- Trust erodes quickly – when internal and external messages don’t align, your brand voice loses credibility and your audiences – inside and out – tune out. (rein.global)
Great communications is not a blog post or a press release – it’s based on a shared common language that connects every corner of your organisation and your broader audience.
Talking of crisis
When it comes to communicating in times of crisis, getting your messaging right is vital.
Who can forget the backlash when United Airlines refused to board two teenage girls for wearing leggings? Another passenger filmed the incident and the story quickly went viral. The company responded by digging its heels in and explaining to strangers on the internet why it was not, in fact, wrong to police passengers’ clothing – maybe not the right messaging to share with your audience!
If you’re facing a crisis, planning a restructure or announcing bad news, your starting point should always be the messaging – messaging that is on brand, clear, timely and concise. Messaging that will support your values and vision and be empathetic to the people impacted by the change. Messaging that should be agreed upfront and form the basis of all communications.
Why your messaging needs a blueprint
This is where Limegreen steps in. Over the years, we’ve learned that the companies who win at communication don’t just have good ideas – they have clear messaging in place that anchors everything they do.
And it’s not hard to create a messaging document, if you follow 5 simple steps:
- Start with a strong narrative
Give people a story they can imagine and adopt – not just meaningless words. This narrative explains why this topic matters. - Define your key messages
These are your core ideas – short, memorable statements that can be used in emails, social posts, town halls and investor presentations alike. - Back it with facts
Useful figures and market insights add credibility and help you tell a data-informed story that people can quote and trust. This is especially important for external audiences, who need proof points to believe your messaging. Claims that are backed up with proof always land. - Bring it to life
Your messaging shouldn’t just be words on a page. It’s important that you bring it to life. Use cases – real life examples of the technology, project, or campaign working in the real world – make the abstract tangible and relatable. - Add personality
Good quotes from leaders and experts bring personality, expertise and authenticity to your messaging. Your employees are your best brand advocates, so if you align them behind your messaging and get them to bring it to life, it will resonate.
How we help our clients tell their story
Across sectors, we work in partnership with teams to build messaging documents that do more than inform – they connect. We help clients:
- Turn complex topics into clear, compelling narratives
- Create messaging that works for every audience – from internal teams to customers, shareholders and policy makers
- Build reusable assets that fuel content, presentations and campaigns
- Make those assets work hard across all channels – so that one piece of content can be used across socials, web and internal
- Communicate and manage difficult news in ways that support your values and the people involved
Because let’s be honest, when everyone is on the same page internally, external communication gets that much easier. And when your external message is consistent and compelling, your brand story cuts through the noise.
Great messaging isn’t just strategy. It’s shared understanding. It’s confidence. It’s connection.
And it’s one of the best investments you can make – both inside your business and out in the world you want to influence.
If you want to talk about how we can help get your messaging right upfront, please email sarah@limegreencommunications.com
