A brand message can help you keep your marketing in character and on-point, and it will help you define your brand’s unique attitude and attributes. It is directed towards a pre-determined market segment built around what your customers want to hear, what your brand can provide, and what your competitors are already providing.
What is brand messaging?
Brand messaging is how your brand communicates its personality and unique value proposition via verbal and nonverbal messaging. It describes what they do and how they do it differently from others. Brand messaging aims to inspire and motivate your target audience, making them want to do business with you.
But first, why does brand messaging matter?
A well-built brand message can help you define the reason for your brand’s existence. Though a successful brand message is not the only way to build trust, it is very effective and can mitigate any confusion for customers who come across you and your organization. It will help you clarify and lead with purpose, which accurately reflects your brand’s image.
Five elements of a successful brand messaging strategy
1. Try to relate and be relevant to your buyer persona
Identifying your target audience is the first step to defining your brand message. Whom is your company talking to? Discover their demographic, age, gender, education, interests, job title, and all other information you have access to and use it to craft your buyer persona. It is critical for your brand message to relate to your target audience since if people cannot connect to you, they will not purchase from you.
2. Express your unique value proposition for selling
The value proposition in brand messaging is more about your positioning than a single functionality or feature. Simply stating you have the most intuitive services or products isn’t enough unless you tell how the differentiator adds value to your target audience. For this, you need to have a solid concept of what your business does, offers and intends to bring to the market. But before you provide value, you need to find out what your target audience finds valuable.
3. Nail down the tone of your brand voice
The tone of voice characterizes how your brand communicates with its audience and, as a result, affects how people interpret your message. To put it in other words, it specifies how you want to communicate to your audience rather than what you want to express. The tone of voice,when properly developed and implemented, helps your audience to identify your brand solely based on the material you provide, even if they don’t see your logo or company name. The tone of your firm is determined by the words you use, your communication style, your emotional tone, and the order in which you use them.
4. Establish a quick underlying story
Every company has a backstory that elicits an emotional response from potential buyers. Suppose you have never pulled together a coherent brand story. In that case, you need to develop an elevator pitch designed to give people a quick understanding of what your business is about in a way that they will immediately understand.
5. Consistent brand message across all platforms
To have the most significant impact, maintain a consistent tone across all platforms in every piece of content based on the original narrative; this will help your audience understand what the brand stands for and what commonalities you share with your target audience.
Tweak to refine your brand messaging
It’s pretty normal if you don’t get it on the first go. After all, many brands have gone through several failed initiatives before discovering their perfect match. Creating a successful brand message takes time, and therefore it’s OK if you have to try multiple times until you find something that works.
Takeaway
Great brand messaging is a critical part of building a successful brand, and the payoff you get from it will be worth the effort. By keeping these five things in mind, you can create an effective brand messaging strategy to help your brand, product, or services stand out and convert potential customers into loyal ones.
