Messaging Strategy
Our message is what we say.
Our brand messaging strategy defines how we position and differentiate Skidmore from our competitors by communicating a unique value proposition. In short, our message conveys what’s special about our brand.
OUR STORY
The messaging map organizes our key messages into a hierarchy and illustrates the
relationship between attributes and benefits.
Our story always begins with the center of the map — our core value proposition. Based on the focus, the intended audience, and the timing of the delivery, we can then lean on the appropriate secondary messages and proof points.
BUILDING OUR STORY
The messaging map provides the foundation for brand messages that are clear, consistent, and compelling.
ATTRIBUTES: WHAT WE OFFER
An attribute is what we offer to our audiences. Attributes include people, culture,
courses, programs, facilities, and initiatives.
BENEFITS: WHY IT MATTERS
A benefit is what our audiences get. It’s the value of the attributes that we offer,
and why they matter.
Messaging Maps
