By Laila Maline
Having a brand message that resonates with and attracts customers is a big component of any brand. Your brand messaging can help you grow a loyal following, bring in new customers and target specific audiences. It’s therefore easy to see why brands focus so much on their brand messaging strategies.
The most successful brands are all built on the foundation of a well-crafted brand image and targeted messaging. So, if you feel this is an area that could be improved in your own business strategy, read on to learn more about the power of brand messaging and how to use it effectively.
What is brand messaging?
Brand messaging is a broad term that describes how the public perceives your brand. It is how people learn what you’re all about and decide whether your brand is for them. Moreover, it consists of the words, tone, language, and any other type of communication that forms the identity or “voice” of your brand.
Brand messaging tells your audience what your brand stands for, and why they should trust it. As such, every brand needs to have messaging that attracts appropriate customers and stimulates a desire for its services. Additionally, brand messaging ties into every aspect of your company from marketing to public relations. Therefore, having an effective brand messaging strategy that resonates, will inspire people to choose your product or service over the competition.
Some examples of brand messaging are:
- Taglines
- Ad slogans and campaigns
- The tone of voice and language used in copy
- Your sales pitch
- Online and printed marketing materials
How to create an effective brand messaging strategy
1. Understand your target audience:
Who you are selling to will have a big impact on what your brand messaging should be. It is important to identify your brand’s target audience and understand them. However, if your target audience is too broad, your copy will not resonate with them effectively. Hence, it is important that you focus on your ideal buyer and go beyond basic demographics. Aim to understand their thought process, behavioral habits, and what influences them, including their belief and values.
2. Marketing your unique selling proposition (USP):
An important part of your brand image is your unique selling proposition or USP. Your USP is the reason why your customers should choose your brand over the competition. Additionally, it is the core solution that your product or service provides to your customer. Hence, having a proper USP and understanding its benefits for your target buyer is important for your brand marketing strategy. Your copy should clearly communicate why your USP is unique and great for your target audience.
3. Tone of voice and language:
The tone of voice and language used across platforms operated by your brand must align with your brand messaging strategy. Moreover, this consistency will make your brand recognizable and make your brand image memorable to your customers. Using the right tone and language for your target audience can greatly increase your popularity, conversions, and ultimately, loyalty. For example, using current pop culture references and everyday language will appeal to younger generations.
4. Your brand story:
Every brand has a story and telling this story is an important component of your brand messaging strategy. One of the best resources on this topic is Building a StoryBrand by Donald Miller, which we will talk about more below. Creating a brand story will help you effectively communicate your USPs and values with your customers and show them why they should choose you.
Related: Your Step-By-Step Guide to Creating A Branding Strategy
Lessons from Building a StoryBrand by Donald Miller
Building a StoryBrand by Donald Miller is a great resource if you’re just getting started with your brand messagi