Brand messaging is the collection of practices which define how a company will deliver its value proposition as well as communicate its business values. Dependent on the tone of voice, language, and core message, businesses are able to define a particular way to convey their ideas to the public.
In times of crisis, individuals say they want brand messaging to make them feel happy and motivated:
- Some 57% of people say that brand messaging which makes them laugh/entertains them is appealing right now.
- 47% say brand messaging that makes them feel motivated/inspired is appealing right now.
- 34% of people say they want messaging that’s educational, thought-provoking, or reassuring.
- 18% say they want messaging that is inclusive.
Why You Need To Intimately Know Your Target Audience And Unique Value Proposition
You need to know two aspects like the back of your hand: your target audience as well as your unique value proposition.
Then, you can start to write out a brand identity which will help your company make all its marketing decisions:
- Would a brand which cares about “X” do this?
- Would a brand which is motivated by “Y” sell this?
Your brand identity will inform your company’s behaviour as it’ll tell you why your brand matters, what it stands for in addition to why it’s different from other brands. A brand identity which your audience relates to and has a personality — or talks to your audience as a friend would — is how you’ll continue to remain relevant to your consumers and create loyal customers.
Determine Who You Are
To get started, your brand message has to respond to these questions:
- How do you set yourself head and shoulders apart from your competitors in your industry?
- What is your unique value proposition?
- What type of messaging will reverberate with your target audience?
- Who is your target audience and what do they really care about?
- Does your brand message tell a rich and compelling story?
- What are your organisation’s goals? (No one is perfect. Your target audience isn’t able to relate to a seemingly perfect brand).
- What are your organisation’s values?
While you’re responding to these questions and starting to map out who your brand identity is and what your brand messaging will look like, keep in mind that your brand message responds to the question, why? Why does your audience care?
Change The Baseline
You can compete directly with your competitors in the landscape, or change the playing field altogether. A good, brand-led messaging strategy starts by telling a new story which makes your direct competitors irrelevant to your core audience.
Look For References
Learning from success cases is always a great idea when creating your company’s brand messaging. It’s not merely about copying an approach and then reproducing it for your brand however looking for rock-solid references that make sense for your business.
Obviously, the absolute best thing to do is keep track of and analyse the companies’ brand message in your industry. Many large organisations invest heavily in maintaining this standardisation of message content in their communication strategies.
This means that it’s simple to identify what resources and mechanisms they utilise in order to convey their value in ads, social media interactions, and other opportunities. In an ideal work, you should conduct a broader study with several examples.
Do you want to become an expert brand manager? If you do then you need to do our Brand Management Course. Follow this link to find out more.
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