Everyone’s fighting for attention. So what’s the secret to standing out?
Brand messaging — the essential foundation of your marketing strategy because it communicates your company's values, personality, and unique selling proposition to your target audience. Done right, your brand message will create an emotional connection with customers and differentiate you from competitors. Done wrong, and you'll be deathly insignificant.
This article will show you how to create a successful brand message for your business.
But first, why is brand messaging important?
Brand messaging is essential 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.
Creating a successful brand message
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.
Tips for creating a successful brand message:
- Keep it Simple: Customers should be able to understand what your brand stands for and what it offers 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.
Examples of successful brand messaging
Here are three iconic brands that got their brand messaging right:
- Nike: Nike's brand message, "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 brand message, "Think Different," reflects the company's commitment to innovation and creativity and speaks to customers who value individuality and non-conformity.
- Coca-Cola: Coca-Cola's brand message, "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 the components of your brand message throughout your website, social media and marketing campaigns if you're going to differentiate yourself and stand out from the crowd.
What 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
Brand messaging is critical to any company's marketing strategy as it communicates the brand's values, personality, and unique selling proposition to its target audience. To create a successful brand message, companies must keep it simple, be authentic, know their audience, be consistent, and use emotion.
While you can share snippets of your brand message when sharing social media content, your website must showcase your entire brand message.
Need help creating a strong brand message for your website? Get in touch.
