merkberichten

Merkberichten are core messages used in Dutch branding and marketing to articulate what a brand stands for, its value proposition, and how it should be perceived by target audiences. The term combines merk (brand) and bericht (message). In practice, merkberichten form the backbone of a brand’s messaging architecture, including the positioning statement, key benefit statements, and the tone of voice used across channels.

Etymology and scope: Merkberichten describe the essential claims a brand makes about itself. They differ from individual advertisements or slogans in that they aim to govern consistency across communications, products, and experiences. A brand may maintain a hierarchy of merkberichten, from a broad brand claim to more specific product-level messages.

Development and components: Merkberichten are derived from brand strategy, customer insights, and competitive analysis. A typical set includes the brand purpose or mission, the core customer benefit, proof points or reasons to believe, and the differentiator that sets the brand apart. They are paired with a defined tone of voice to ensure uniform expression across media.

Usage and adaptability: These messages are applied in marketing campaigns, websites, packaging, customer-service scripting, and public relations. They should be adaptable by channel and market while maintaining overall consistency. Teams may translate or localize merkberichten to reflect cultural context without altering the brand’s core propositions.

See also: branding, brand messaging, value proposition, positioning.

Note: In practice, exact formulations vary by brand and industry, and teams typically maintain a living set of merkberichten updated as strategies evolve.