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Here are examples of key messages useful for SMEs and startups

Here are examples of key messages useful for SMEs and startups

One of the things we get asked a lot during training/workshops or when I am speaking to entrepreneurs is to share examples of key messages that they can apply to their brands. When we think about key messages, we have trouble defining them well with key message examples, because we mistake them for taglines (eg. Nike’s “Just do it” is an amazing tagline, not a key message) or advertising speak.

In this piece, we want to share a few simple examples of key messages that are relevant and cover a multitude of industries – both B2C and B2B.

What are business key messages?

We provide examples of key messages at our workshops we conduct for brands
We provide examples of key messages at the workshops we conduct for brands

We wrote a lot about key messages before, but to make it easier we summarised it for you. We do recommend giving our article a read if you want to know more.

Key messages are the central ideas or themes that a business wants to communicate to its audience. These messages are important because they help the business to define its brand, establish its identity, and communicate its value proposition to potential customers. Key messages should be clear, concise, and consistent, and they should be aligned with the overall goals and objectives of the business.

In a business setting, key messages are often used in marketing and advertising campaigns, as well as in other forms of communication such as press releases, speeches, and presentations. They are an important tool for conveying the key benefits and features of a product or service, and for persuading potential customers to make a purchase.

Examples of key messages for B2C brands

As a brand owner, you need to study these examples of key messages to see if they are relevant to you
As a brand owner, you need to study these examples of key messages to see if they are relevant to you

Here are five examples of key messages from small brands:

“Our handcrafted soaps are made with all-natural ingredients and are gentle on even the most sensitive skin.”

  • This message conveys the brand’s commitment to using high-quality, natural ingredients, and highlights the product’s gentle and effective formula.
  • It can be used and adapted for beauty products, general cosmetics or even consumer healthcare

“Our locally-sourced, organic coffee beans are roasted to perfection, delivering a rich and full-bodied flavour that will awaken your senses.”

  • This message emphasizes the brand’s commitment to sourcing its coffee beans locally and organically and highlights the product’s delicious taste.
  • F&B brands can use something similar

“Our sustainably-made clothing is designed to last a lifetime, using only the finest materials and construction techniques.”

  • This message conveys the brand’s commitment to sustainability and quality and highlights the durability of its clothing.
  • For sustainable and eco-friendly brands, this might be a useful start

“Our gourmet chocolate is made using the finest cocoa beans from small, family-owned farms in South America, and is handcrafted in small batches to ensure the highest quality.”

  • This message emphasizes the brand’s commitment to sourcing its cocoa beans from small, family-owned farms, and highlights the care and attention that goes into making its chocolate.
  • High-end or limited-quantity product brands might find this useful

“Our small-batch, artisanal gin is distilled using only the freshest, locally-sourced ingredients, and is carefully crafted to deliver a unique and complex flavour profile.”

  • This message emphasizes the brand’s commitment to using fresh, local ingredients, and highlights the unique flavour of its gin.
  • Alcohol brands or anything in a similar space could use this

These are broad key message examples, so you can tweak or change the context to make it relevant to your industry even if it isn’t covered here.

Examples of key messages for B2B brands

B2B brands can use these key message examples for their own work
B2B brands can use these key message examples for their own work

Here are five examples of key messages for B2B brands:

“Our software solutions are designed to help businesses streamline their operations and improve their efficiency.”

  • This message highlights the product’s ability to improve a business’s operational efficiency, which is an important selling point for many B2B brands.
  • This is a simple example of SaaS model businesses

“Our services are backed by a team of experienced and knowledgeable professionals who are dedicated to helping businesses succeed.”

  • This message emphasizes the brand’s expertise and commitment to helping its clients, which can be particularly important in a B2B setting.
  • For brands looking to tout the strength of their team in competitive industries

“Our products are designed to be scalable and flexible, so businesses can easily adapt to changing market conditions.”

  • This message highlights the product’s adaptability, which is often a key consideration for businesses when choosing a B2B product.
  • For enterprise businesses selling to companies that are scaling or growing fast

“Our cutting-edge technology enables businesses to stay ahead of the competition and drive innovation in their industry.”

  • This message emphasizes the brand’s technological leadership and its ability to help businesses stay competitive, which can be a compelling selling point for many B2B brands.
  • This can be used by brands in fast-evolving tech spaces like AI or ML

“Our comprehensive suite of tools and services is designed to help businesses maximize their return on investment and achieve their goals.”

  • This message emphasizes the product’s ability to help businesses achieve their goals, which is often a key consideration for businesses when choosing a B2B product or service.
  • Platforms or SaaS business models can use this key message example to build stories around the brand

Differentiation in B2B can be challenging as a lot of brands provide the same products or services, so key messages help create that brand identity and unique factor.

Should a brand consider using these key message examples?

These key message examples are critical for storytelling for your brand
These key message examples are critical for storytelling for your brand

Yes, it is important for a business to develop its own key messages. Key messages are an essential part of a business’s branding and marketing efforts, and they help to define the brand’s identity and communicate its value proposition to potential customers. Developing key messages allows a business to articulate its unique selling points and differentiate itself from its competitors. It also helps the business to craft a consistent and coherent message that will resonate with its target audience. In short, developing key messages is an important step for any business that wants to effectively communicate its brand and its products or services to potential customers.


If you need help developing your key messages or want to find out more about them, we conduct training and workshops for brands to help them develop their key messages and how to use them. Click on the previous link or drop us an email at hello(@)syncpr.co to book a consultation.

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