When it comes to branding, often the message and the delivery get confused. The message is singular—the brand’s unique selling proposition. In other words, what the brand has to offer its marketplace and how it differs from the competition. The delivery is multi-fold. A combination of where, when, why and to whom the message is communicated will all affect how it is delivered.

Articulating the message
A brand’s unique selling proposition is what makes it rise above it’s competition. It should be superlative, memorable, tangible, important, and timeless. A unique selling proposition is constructed to stand the test of time. Unless the organization’s core offering changes, the unique selling proposition stays the same and should be consistently conveyed across all communication.

Crafting an effective delivery
The delivery is where, when, why and to whom the brand puts its stake in the ground. Delivery depends on;

• Medium—Print, web, radio, and word of mouth are all mediums through which a message can be delivered. Communications written for the Web are very different from communications written for a radio spot, which are both very different from a formal business letter.
• Timing—Some communications are planned, others are spontaneous. Some are proactive while others are reactive, but whatever the circumstance—message must align with the brand.
• Reason—Reason for communication can be positive, negative, or neutral, but whether communicating to avert or alleviate a crisis, announce an increase in earnings, or inform about a new product, the message must reinforce the unique selling proposition.
• Audience—Audiences can include customers, potential customers, vendors, investors, and employees. The brand reaches out to each of these audiences for different reasons and through different mediums but each audience member must receive a consistent message.

A brand’s delivery will vary but the it must always effectively communicate the unique selling proposition. If the message changes with the delivery method, it will be diluted, the audience will be confused, and the brand will suffer.