Creating a brand message that you can use to convey your value to your customers on all levels, is vital to building a reputable identity and a relationship with your target audience.
Marketing is both an art and a science. It’s your connection to your marketplace and tells new customers, existing clients, partners, and other important industry relationships exactly who you are and how you can help them. As a result, you want the tone and messaging of your marketing to be entirely reflective of you and your business. Brand messaging strategy plays a critical role in the overall success of your marketing plan and helps ensure you reach your customers in a relatable, memorable way that suits your business’s identity.
In order to grow and succeed, you need a tangible brand identity that helps you develop a relationship with your target audience. To do this, you need to create a brand message and then build a brand messaging strategy. This includes:
- Identifying competitors
- Recognizing your competitive position
- Understanding the needs of your target audience
- Creating messaging to communicate this value
- Modifying this statement per platform
It’s all about knowing your market, your audience, and yourself. Let’s get started!
Cultivating Your Brand Message
Brand messaging is all about getting down to your audience’s level and telling them who you are, why you’re here, and how you’re going to help them. It’s the phrasing that you use on a regular basis on your website, your social, and your marketing to describe and sell yourself.
In our previous post about creating a competitive positioning strategy, we discuss identifying your unique selling point (USP) as a business. You need to single out what makes you special, unique, and valuable, and communicate that to the consumer.
The language and tone that you use in your brand message should reflect your brand identity. If your business personality is casual but confident, it should be reflected in your messaging. For example, look at Nike. Nike’s business personality is confident and inspirational, and their customer promise is “to bring inspiration and innovation to every athlete in the world.” Their slogan, “Just Do It,” is very reflective of that. It’s memorable, and it makes sense.
Why is Brand Messaging So Important?
Having a consistent brand message increases your recognition and reliability. Customers know what to expect from you, and in turn trust that you’ll deliver on your promise. It allows you to build a relationship with your target audience and to develop a reputation as a business. It also provides language for everyone in your team to use when communicating the value and purpose of your business, leaving no room for inconsistencies.
Something important to keep in mind is that you can only communicate so many things at one time. Your messaging should be short and to the point. Don’t try to explain everything about your business in one slogan. Identify your strengths, and highlight those.
How to Create a Killer Brand Messaging Strategy
As one of the fundamentals of marketing for all small business owners, your first step is to create a brand and a general brand message. Now you need to take this vision and create a brand messaging strategy that puts all of this into a trackable and actionable plan.
Think about Amazon. Their brand promise is to deliver a large selection of products at low prices with no hassle. And boy do you know it! They constantly advertise their fast shipping, huge inventory, and product deals. They highlight what sets them apart from the competition and how they’re meeting your needs as a consumer. It’s on their packaging, on their commercials, flooding your Facebook feed with ads… everywhere!
Your Brand Messaging Strategy Guide
The basics of marketing all come into play when creating the framework for your brand messaging strategy. Here are four basic steps you need to take when creating your own:
- Create your brand message by identifying your USP among your competitors.
- Identify your target audience and their needs.
- Communicate your value in short, easy to understand language that aligns with your business’s identity.
- Modify for different platforms, but maintain the core message. Be consistent!
- This message modification is key. You need to be able to explain your brand promise in a corporate situation, a quick pitch, and in a casual tone.
In order to have a solid, recognizable business identity, you need to create a brand message that explains how you’re different from your competitors and what you promise to deliver. This statement should reflect your business personality and be consistent in all of your marketing. This is the foundation of a solid brand messaging strategy, and is how you become a business that people remember and trust.
It’s never too late to master your marketing fundamentals. In Her Brand & Co.’s The Lucy Lab (8-week marketing accelerator), you’ll learn everything you need to create and implement to launch a successful go-to marketing strategy. Our next cohort goes live in the Spring. Learn more here.
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