The ultimate formula for crafting a powerful core message

Finding the core message for a marketing strategy, whether for the brand as a whole or a specific campaign, is a complex process that requires effort.

We often neglect it because it doesn’t seem like a practical activity but rather an abstract, almost philosophical one. As a result, we tend to reuse existing messages and narratives, assuming that the brand remains the same and that there isn’t much more to add.

In reality, every campaign deserves a dedicated moment of reflection, free from operational concerns, because only in this way can we build a truly effective and relevant strategy.

From semiotics to strategic marketing: signifier and signified in the definition of the Core Message and its expression

One fundamental concept to keep in mind is that we are communicating, meaning we are conveying a message, and for it to be effective, it must be as clear, fast, and essential as possible. It’s not enough to have it clear in our minds: a well-formulated message in theory is not necessarily communicative in practice. It needs to be tested externally, with the audience, to determine whether it truly conveys the intended meaning. Only through this feedback can we refine the core message and make it genuinely effective.

The concepts of signifier and signified from Ferdinand de Saussure’s semiotics have been particularly helpful to me, precisely because, as mentioned in the introduction, it is necessary to take time to reflect and abstract.

In very simple terms, according to Saussure:

• Signified: The concept or idea that the sign represents.

• Signifier: The material form of a sign, such as a word, sound, or graphic image.

• Signified (Core Message / essence of the brand and campaign) → This is the fundamental message you want to convey, the deep value or transformation you aim to create in your audience. It remains stable over time and guides the strategy.

  
  

• Signifier (strategic tactics and communication channels) → This is the way you express that meaning: the language, tone, visuals, and platforms you choose. It can evolve and adapt to trends and tools, but without losing coherence with the core meaning.
  

Now that we have understood the abstraction of signifier/signified, we can more easily move on to the actual formulation of our core message.

The formula for crafting a powerful core message

A well-defined core message does not emerge by chance. It is the result of a carefully considered process that consider:

• M = Core message

• O = Overview (context and purpose)

• C = Characteristics (unique positioning and approach)

• G = Goals (desired outcomes)

• A = Audience (key stakeholders and their needs)

Step 1: Define the overview (O): context and purpose

The first step in crafting a core message is establishing the context. What is the campaign about? Why is it relevant? What problem does it aim to address?

This step acts as the catalyst, setting the foundation for the entire strategy. It defines the broader industry landscape and explains why this particular initiative is necessary.

For example, an organisation participating in an international industry event may do so to reinforce its position as a thought leader. A company launching a new initiative may aim to fill a gap in the market. A non-profit running an advocacy campaign may seek to raise awareness about an urgent issue.

A useful guiding question at this stage could be: What is happening, why is it relevant, and why does our organisation need to be involved?

Step 2: Establish the characteristics (C): unique positioning

Once the context is clear, the next step is defining the organisation’s role within it. What unique perspective does it bring? How does it differentiate itself from others?

This step helps position the organisation within the broader conversation.

There are several strategic angles an organisation can take:

• Solution provider: offers concrete solutions to a specific problem

• Thought leader: drives discussions, influencing how the industry thinks

• Innovator: introduces new models, methods, or perspectives

• Facilitator: connects stakeholders to foster collaboration

  
  

For example, a climate organisation might position itself as a science-driven advocate for policy change, while a journalism organisation might define itself as a key connector between media professionals and sustainable funding solutions. A tech company, on the other hand, might frame itself as a pioneer in AI-driven accessibility for digital platforms.

A key question to ask at this stage is: What is our unique angle, and how do we contribute to the conversation?

Step 3: Set the goals (G): defining the desired outcome

Every campaign has a purpose beyond simply raising awareness. What is the intended impact? What action should the audience take as a result of the message?

For example, an online platform’s campaign may focus on increasing newsletter subscriptions and user engagement, while an advocacy initiative may seek to influence policymakers. A strategy for an industry event may prioritise networking and visibility to strengthen long-term relationships.

At this stage, a useful question to consider is: What tangible outcomes do we want to achieve through this campaign?

Step 4: Define the audience (A): identifying key stakeholders

A message is only as strong as its ability to resonate with the right audience. Understanding who needs to hear the message is essential in shaping how it is framed.

Audiences typically fall into three categories:

• Primary audience: the main group directly impacted by the message. For a media funding panel, this could be journalists and media professionals. For a sustainability initiative, it might be policymakers and researchers

• Secondary audience: those who influence or support the primary audience. This could include grant providers for journalism, investors for sustainability, or venture capitalists for a tech product

• Tertiary audience: broader stakeholders who may have an indirect but significant role, such as government institutions, advocacy groups, or open-source communities

  
  

Defining these groups ensures that the messaging aligns with their needs and expectations. A useful guiding question is: Who needs to hear this message, and what do they need to take away from it?

Step 5: Solve for ‘M’: crafting the core message

At this stage, all elements come together to form the core message.

It is a synthesis of the overview, characteristics, goals, and audience insights into a single, strong statement that captures the essence of the campaign.

The formula ensures that the message is not only clear but also strategically aligned with the organisation’s mission.

For example, a climate change campaign might result in a core message such as"We are the leading advocate for science-driven climate policy, mobilising researchers, businesses, and policymakers to drive sustainable action."

A journalism funding panel might distill its message into"Our organisation is the key connector between media and sustainable funding solutions, ensuring journalists can thrive in a rapidly changing landscape."

A tech product launch might communicate"Our AI-driven accessibility platform is revolutionising digital content, making it more inclusive and user-friendly for diverse audiences."

The key question to ask is: If we had to summarise everything into one sentence, what would it be?

Final validation and implementation

Before finalising the core message, it is essential to test its clarity, impact, and consistency. Three key criteria to assess are:

1. Clarity: can someone outside the organisation understand it instantly?

2. Impact: does it inspire action or engagement?

3. Consistency: does it align with the organisation’s broader brand identity and goals?

If, after the entire process, you can summarise it into a cohesive, clear sentence containing both a subject and a statement, then you've achieved your goal.

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Once validated, the message should be integrated across all communication channels, including event materials, social media campaigns, website landing pages, press releases, and email marketing.