Brand – Messaging
Your Brand Messaging should tell a story.
It is the broadcast signal that speaks to the market, informing potential clients on what exactly you do and how that makes you different from your competition.
Before you dive into Brand Messaging, you first need to establish a Brand’s Identity. Once you’ve outlined who your target audience is, the value that you offer them, and the emotions that you will use to connect with them; then you are ready to tackle the messaging.
Your Brand Messaging is utilized throughout all your communication methods- both online and physical marketing materials. Whether it’s billboard, radio ad, or a meeting over coffee, your message should be consistent and clear. You want every marketing effort and every employee to effectively communicate what you do in a compelling manner.
Where to start?
A good place to start is to write down every word that relates to your brand. Is your brand playful or serious? Adventurous or sophisticated? Masculine or feminine?
Take the time to physically jot down words that describe your brand. Don’t be afraid to get a little abstract at this stage! Once you have this list, identify your top 5 most important attributes. Now you’ll be able to define the tone and writing style of your Brand Messaging. For example, your tone may be the voice of a professional expert or perhaps it’s more lighthearted and sarcastic. Think about your audience and what makes you different and choose a tone and vocabulary that speaks to that target market and stays true to your brand identity.
Tip: Make a short vocabulary list composed of words that are “brand aligned” and another list of words to never use (“brand avoid”). This will help keep all team members on the same page and allow you to speak the langue of your target audience!
Next Up- Content!
Next, you’ll want to create a few different pieces of content that are living examples of your brand messaging. A mission statement can be great place to start. Your mission statement is the guiding force behind your brand. It should be short and sweet! All strategy can then be created by this statement to ensure it aligns with your brand and company goals.
You’ll also want to draft a brand summary or “elevator pitch” that outlines what you do, how you’re different, and most importantly, why your market should buy from you. Read it out loud to someone (it should be conversational!), and if they are not dying to purchase your product or service, then you haven’t hit the mark just yet. If they don’t buy your idea outlined in a few lines, it’s likely that consumers won’t buy it either.
Other Brand Messaging you may want to create is a tagline or slogan for your company. This can take some time to develop, as you want it to be unique and relevant.
Your Brand Messaging needs to resonate with your target market, while communicating the “what” and “why” of your brand.
Ready to turn your brand into a powerful line-up of marketing materials and content that are infused with the essence of your brand?