Brand messaging: The secret to standing out in a competitive market

Everyone’s fighting for attention. So what’s the secret to standing out? Brand messaging! It is the essential foundation of your marketing strategy because it communicates your company's values, personality, and unique selling proposition to your target audience. 

If done right, your brand message will create an emotional connection with customers and differentiate you from competitors. If done wrong, you'll be deathly insignificant.

This article will show you how to create a successful brand message for your business. But first, what is a brand message?

Brand message definition

A brand message communicates the brand’s unique identity through both verbal and nonverbal cues. Its goal is to inspire and motivate consumers so they become more inclined to purchase your product. It should build a relationship between your brand and your customers.

Importance of brand messaging

Brand messaging is necessary because it helps customers understand what a brand stands for, what it stands against, and what it offers. Customers who identify with a brand's values and personality are more likely to buy, develop brand loyalty, and become repeat customers.

Brand message examples

Here are three iconic taglines that got their brand messaging right:

• Nike: Nike's "Just Do It" is a simple yet powerful message that has become iconic. It inspires customers to push themselves to their limits and overcome obstacles.
• Apple: Apple's "Think Different" reflects the company's commitment to innovation and creativity and speaks to customers who value individuality and nonconformity.
• Coca-Cola: Coca-Cola's "Taste the Feeling" is an emotional message that connects with customers on a personal level. It taps into the idea that Coca-Cola is more than just a beverage – it's a source of happiness and joy.

But there's more to a brand message than just a fancy tagline. Your business will need to communicate all of its components throughout its website, social media, and marketing campaigns if it wants to differentiate itself and stand out from the crowd.

Brand messaging strategy

To create a successful brand message, you must first define your brand values and unique selling proposition. Your brand values should reflect your mission and vision, and your unique selling proposition should highlight what sets you apart from your competitors. Once these elements are defined, you can use them to create your brand messaging.

Here are tips to create a brand message that works:

• Keep it Simple: Customers should be able to understand your brand's values and offerings in as few words as possible.
• Be Authentic: Avoid using buzzwords or making false promises. Instead, be honest and transparent about what your brand stands for and what it offers.
• Know Your Audience: Understand your target audience and tailor your brand messaging to your people. 
• Be Consistent: Ensure your message is consistent across all channels, including social media, advertising, website, and customer service.
• Use Emotion: Emotion is a powerful tool in brand messaging. Use emotional language and storytelling to create a connection with your audience. 

Here are the components of a strong brand message:

• Brand Purpose: Your brand purpose is why you exist beyond making profits, is the core reason for your existence, and should reflect your mission and vision.
• Brand Values: Your brand values are the guiding principles that define your culture and operations and should be consistent across all touchpoints.
• Unique Selling Proposition: Your unique selling proposition (USP) sets you apart from your competitors. It should highlight the benefits customers can expect from your products or services.
• Brand Personality: Your brand personality is the human characteristic associated with your brand and should reflect your tone of voice, style, and visual identity.
• Target Audience: Your target audience is the group of customers that you are trying to reach with your brand message (the message should resonate with the audience's values, interests, and needs). 
• Brand Promise: Your brand promise is your commitment to your customers and should be clear, specific, and achievable.
• Call to Action: Your call to action (CTA) encourages customers to take action. It could be to make a purchase, an enquiry or sign up for a newsletter.

Conclusion

Nailing your brand messaging will help your business stand out in a crowded market. By clearly understanding and communicating your brand’s purpose, values, and what makes you unique, you can connect with your audience on a deeper level. 

Keep it real, simple, and consistent to create a message that sticks. Use emotions and stories to engage people and build lasting relationships. With a strong brand message, your business won’t just stand out – it’ll thrive by earning the loyalty and trust of your customers.

What’s next?

Need help creating a strong brand message for your website? Drop Gibson Copy a message today, and let us help you create compelling content that boosts sales and conversions.

Dr Hannah Gibson
Founder of Gibson Copy

People Also Ask

What are the 3 C's of brand messaging?

The 3 C's of brand messaging are consistency, clarity, and character. Consistency ensures that your brand message is uniform across all channels. Clarity guarantees that your message is easily understood and communicates your value proposition effectively. Character infuses your brand with a unique personality, making it relatable and memorable to your audience.

What is brand identity vs brand message?

Brand messaging and brand identity are closely connected. Once you decide on your brand message, defining your brand identity becomes easier. Your brand identity includes all the visible elements like colours, design, logo, website, and social media accounts.

What is the difference between tagline and brand message?

Brand messages and taglines are often mistaken for each other, but they serve different purposes. Taglines briefly communicate who you are and what you stand for, while brand messaging provides the detailed explanation. Tagline is part of brand messaging.

What is the difference between brand message and marketing message?

While the brand message highlights the core values of what you do, the marketing message makes it simpler for your audience to understand by clearly showing the benefits of your services and how they can gain from your brand.