Everything You Should Know about Brand Messaging

As marketers, we all love the brand created by Red Bull. By the way, we know you said Red Bull gives you wings.

Isn’t it?

That’s the impact we are looking for in your brand story. With this impact (Read: Brand messaging), you can work wonders. This includes introducing yourself on social media in an inventive manner and creating a bold and compelling personality around your brand.

How exactly does this help?

Almost every marketing person knows that we use a brand’s messaging and identity to collaborate with users, bring in business, and improve ROI. People connect and interact with brands and with a strong reputation, not words and verbal promises.

Don’t you relate to these popular brand messaging?

• Just Do It – Nike
• Red Bull Gives You Wings – Red Bull
• Think Different – Apple

Didn’t you just know what brand we were talking about by just reading the messaging? That’s the impact of brand messaging, and that’s what brings you business.

What Is Brand Messaging

Let’s start our discussion with the basic question: what is brand messaging?

It is a method or marketing tool used to communicate our personality, unique proposition, and value in a non-verbal and verbal manner to the customer. This is supposed to inspire and motivate your audience to make a purchase.

Ideally, we would have some time with the customer to help them understand our product and value, right? That’s what we used to do a decade back.

But, today, the world has changed, and your customer only has a split second to make a decision. If your brand messaging stands out, customers will know whether they want to do business with you or not.

Framework for Brand Messaging

How can you decide what your brand wants to portray in front of users?

In this section, we will discuss how you can create the framework for your brand’s messaging.

Who You Are

First answer: who are you as a brand?

• What differentiates you from similar businesses (competitors)?
• What is your unique selling point?
• What type of messaging does your audience like?
• Whom are you targeting? Is it middle-aged men or teenagers?
• Does your brand have a story? How are you planning to tell it?
• What are your goals?

At some point, every brand answers these things, maybe not for brand messaging but for tone of voice, communications, audience targeting, marketing campaigns, etc. But, eventually, it all traces back to your brand’s messaging.

Who Are Your Audience

We have already covered this above, but think about it once more.

A buyer persona is a profile containing the demographics and features of your user. Any brand can have one or multiple buyer’s personas depending upon what you do and what you sell.

Create Outlines

This is important! Decide everything: who your target audience is, what message you want your brand to convey, and what your goal is.

Write it all down! Open a document, and create guidelines for the tone of your company.

• Consider how you want to position your brand.Ask yourself and write things that depict your values. For example, the type of tone in the language you want to put out there. Is it "Hey Guys, Here’s Something Exciting!" or "We Have A New Opportunity For You."
• Connect with your audience. See what type of content they are making and add these to your buyer's personas.
• Don’t try to be perfect. At some point, we will fail, and that is okay. So, never commit to your audience that you are a perfect brand, making no mistakes and never disappointing anyone.
• Your brand message should reach every user or viewer in your network everywhere, including social media, posters, company collateral, etc.
• Always be simple! You want people to understand you. For that, you need a simple sentence.

Components to Create Best Brand Messaging

We are sure by now you already have an idea of what your brand messaging looks like. Here are some components to keep in mind:

Mission & Vision

Before moving forward, sort out what your mission and vision are.

Your mission statement is an explanation of why your business exists. Every company opens with a mission, like this is what we want to do. So, what is it that you want to do? Why do you exist?

It is easy to give additional data for the same, but you need to stick to just the why part of the statement.

For the vision statement, you have to be artistic and creative. Think of the futuristic vision for the company. This is always a "will-be" statement that expresses your desire to become global leaders in this domain.

Value

What are the values that your business stands by?

These values are how you do business and what ethics you put into your work. For example, your team is transparent with the client and you keep your people first. Things like these are your values.

• We are transparent.
• We believe creativity has no borders.
• We believe in a successful journey, not minor failures.

Your Market Positioning

With the mission and vision statements, we address the why part of the brand. With the market positioning, we hit the who, what, and how of the brand. This involves who you are and who your people are. Furthermore, we also position how we work, how we create what we create, and what makes us.

Ideally, all these things are a promise. It is you telling your audience that this is who we are, this is how we work, and this is what we promise you. It all connects to your mission and originates right there. From here, you just smoothly move and do the right thing. Understand that these statements do not have to be dreamy, but real. This should be something your team and you follow every single day.

Unique Propositions

Remember that throughout these statements and messaging, you have to uniquely position yourself. What your competitors are doing may be compelling, but you don’t need to achieve exactly that.

Focus on telling your customers how you are different, and what better services you are offering.

For example, talk about your affordable pricing, the quality of products you maintain, and your customer service.

These differentiators make you stand out from the crowd, so you need to make the most of it.

Brand’s Voice

Lastly, what is the voice of your brand?

Is it funny, professional, passionate, interactive, or thought-leadership? Depending on your audience, who your people are, and what type of marketing you are doing, you have to decide this.

Remember that the voice of your brand brings life to your business. Hence, it has to be appropriately chosen to bring you out as an industry leader. You should portray yourself as a brand that knows what it is doing. You don’t want to sound like an amateur, so keep an eye on the language.

Conclusion

Brand messaging, when we say that, it clicks a lot of things – who we are, what we are saying, what our social media is saying, etc. Brand messaging is, without a doubt, all of that - and much more. We have discussed everything you need to know about brand messaging. Closely evaluate these tips and connect with us if you have any issues.