Approach to Messaging

The "key messages" we use are the critical pieces of information we want our
stakeholders to associate with our brand.

Three components make each key message valid:

1. The message itself (e.g. performance)
2. Defining what matters in a statement (e.g. We offer high-quality products and services because quality and high performance always matter.)
3. The proof that shows how Valspar is "on it" (e.g. Number one global supplier of metal packaging coatings for food and beverage industries.)

When writing these key messages, it is important to keep the audience top of mind.

We have a number of audiences we communicate with regularly - such as the
community, investors and customers. We've created various Corporate and Supporting Key Messages that address each audience.

 

Key Message Example

Here is an example of how a key message works, using all three components and
speaking directly to the intended audience.

"Because safety is of the utmost importance, we've worked to reduce
our injury rates and have achieved a nearly 65 percent reduction over
a 10-year period, keeping our employees safe, and our operations productive."

From this communication, we can pull out the three key components and audience:

Key Message: Safety

Message Statement: Because safety is of the utmost importance, we've worked to reduce our injury rates and have achieved a nearly 65 percent reduction over a
10-year period, keeping our employees safe, and our operations productive.

Proof: "we've worked to reduce our injury rates and have achieved a nearly
65 percent reduction over a 10-year period"

Audience: Employees/Prospective Employees

When these three components work together, they show our audiences that we
understand and deliver on what matters most.

 

Using Key Messages

Key messages provide the substance behind our communications. Your particular
business's messages should relate to and support the corporate key messages.
For example, if your business introduces a new product proven to deliver improved environmental performance versus a competitive product, it supports the corporate key message of "performance."

Follow these simple rules when using key messaging.

• Do not try to communicate all key messages at once.
• Select one or two messages that best support your main points.
• Do not necessarily use the approved message statements verbatim.
  Rewrite them so they fit the context of your communications.
• Write all communications using the Valspar Tone of Voice.