To develop your company's messages, simply take a guess as to its key strengths and reverse engineer the world until it corresponds to those virtues.
This sounds absurd when it's put down in black and white but this is how the majority of corporate messages have been developed over the past fifty years.
The true goal of any positioning or messaging statement is very simply to answer one question: "How is my company or product uniquely positioned to fulfil the real (often unstated) needs of my target audience?"
The answer to this question starts with the audiences themselves: the cc: halpin methodology begins with an audience segmentation exercise, identifies the real needs of those segments and only then looks at how the client is able to meet those needs. The answers are often as surprising as they are insightful.