Is Your Brand Messaging Getting Across?
According to research, 81% of consumers said that they need to be able to trust the brand in order to buy from them. When considering your overall brand messaging, this underscores the importance of accurately communicating both your organization’s personality and position. A strong branding message will set you apart from competitors, drive sales, and round out your brand.
In short, a brand message shapes what you communicate to your target audience through products, experiences, verbal and non-verbal communication. It’s a holistic view of your brand that tells your customers what you do and how you differ from others. Brand messages can take many forms—tagline, slogan, headlines, your pitch. But, at its core, brand messaging is two things, personality, and position.
What constitutes brand messaging.
The Brand Personality:
When crafting your brand message, your organization’s personality is foundational. Brand personality commonly follows one of five directions: excitement, sincerity, ruggedness, competence, and sophistication. Embrace whichever brand personality you fall into and use that as a means to further express your brand message.
The Brand Position:
When looking at your brand, your position is the overarching umbrella under which all your messages fall. Incorporate your unique position into your messaging strategy to ensure that everything you’re communicating is resonating well with your target audience and stays consistent across mediums. Using a perceptual map will help you understand your positioning as well as your competitor’s brand positioning.
After you set the stage with your position and personality, you can focus on tying these elements together to craft your overall brand message. Every brand message should be built around a strong, strategic core truth–a tried and true statement that tells customers the who, what, and why of your brand. A strong core will allow you to draw inspiration consistent with your brand when crafting other messaging strategies.
Crafting The Perfect Brand Message:
You likely manage your audiences across platforms, as a result, your messaging will begin to look different across mediums. Knowing this, it’s important to ensure that each message is expertly crafted to match who you’re reaching, and where you’re reaching them along with your value proposition. Here are a few questions to consider when crafting, testing, and executing a message strategy.
Is your message clear and concise?
A message should be clear so that customers understand exactly who you are, what you are selling, and why you are doing so. With thousands of brands to sort through, your message should be concise enough for potential customers to process fast and easily.
Does your message stand out from competitors?
Making sure that your message is unique enough to rise above the noise is a sure-fire way to ensure you resonate with customers long after they experience your brand.
Is your message relevant to your audience?
A message that is crafted to match an audience will show much more success than the one that seems arbitrary. Consider your buyer personas and craft your messages around their motivations.
Does your message reflect your core?
Centering your message around a core message will ensure consistency across platforms and audiences.
Is your message realistic and accurate?
Much like a brand promise, your brand message should be realistic and accurate. When communicating with potential customers, consider what your message is actually saying. Is it a realistic outcome of an interaction with your brand? If not, it’s time to go back to the drawing board.
Brand messages should tell a compelling story about your brand. Consider pairing a brand message with an ad campaign, email workflow, picture, or a spokesperson to see it full circle.
Ready to craft compelling, thoughtful messages? We’re happy to help, contact our digital experts today to discover how we can take your brand messaging to the next level!
Updated: Apr 13, 2022