The six steps in developing your brand's marketing message are:
1) Define your brand
2) Focus your message
3) Express your personality
4) Meet or exceed your expectations
5) Improve the community
6) Get the message out
These steps are important to follow because they have been proven to lead to a successful marketing message, strategy and loyal consumers. If there are parts that seem like they dont go when you are developing your brand's marketing message, you can back track through the steps and redevelop parts of the message that work better.