Brand messaging refers to every communication which makes a buyer relate to the brand by influencing them, motivating them and propelling them to buy the product. It's the message that tells why your brand matters, what is its value proposition, and how it is different from the competitors.
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A brand is so much more than just a company that sells products; it’s an emotion tied to the experience of a product. Your brand’s message voices your brand’s unique selling proposition and promise. Creating a centered message around the experience of selling your product and the emotions your consumers will feel is important in branding your product correctly.
Your brand’s messaging should tie together each piece of content you produce and the emotions associated with your brand. A brand image or message should come directly from that emotional connection that resonates with your consumers.
Your brand messaging should be clear, concise, and easily accessible to your consumers.
Differentiation: Differentiation is the key to creating strong brand messaging. As more brands emerge in the marketplace, companies need to strive to create a sense of creativity and memorability for their brand in order to generate a higher market share.
Understanding your target audience: Having a clear understanding of your target audience is one of the most important steps in creating a strong brand message. Knowing who will be using your product or brand, understanding their lifestyles, and valuing their opinions are important in creating a brand message that will resonate with them.
Establishing a positioning benefit: Establishing a positioning benefit is important when solidifying your brand message. Creating a strong positioning statement will help differentiate your brand within the marketplace, which is often over-saturated and overwhelming. Being able to position on image benefit or on attitude, depending on which applies to your brand more, is important in generating brand awareness and higher sales.
Creating a brand personality: Personalizing your brand and showing it’s “human side” is important when establishing a sense of trust between brand and consumer. Consumers want to support brands that align with their morals, values, and lifestyles.
Utilizing strong research skills: Knowing how to use different research platforms and analyze data is an important skill for creating a strong brand message. Using strategy platforms like Commspoint, Nielsen, and Simmons Insights, as well as focus groups and surveys, help to gather data about target audiences, media habits, and market insights to apply to brand messaging.
Brand messaging is constantly evolving, along with the consumers’ wants and needs in the industry. Now, more than ever in the pandemic, people want to know that brands support their concerns and respect their consumers, guiding them through this health crisis.
The biggest upward trend of brand messaging is personalization and creative storytelling. Your consumers need to associate a certain clear image with your brand, and strategists are the best way to solidify a plan. Brand messaging is more important than ever, especially as more competitors enter the market.
The consumer angle: When establishing a brand message, it is important to consider what the consumer cares about (this relates back to understanding your target audience and values). Your brand messaging needs to be centered around the consumer and their wants and needs.
The internal angle: To create a strong brand message, you need to analyze your company from the inside-out. Ask yourself questions like “What is your brand’s vision?” “How do you see your brand evolving over the next 5 years? 10 years?”
The competitive angle: Keeping tabs on your competitors and other brands in the marketplace is important when establishing a strong brand message. Your brand’s message should reflect the unique selling proposition your brand offers and uphold a single promise.