Sometimes someone might ask you about what your business does, but it is difficult to explain in simple words without a pre-decided brand message. Many companies who have not done their branding right face such difficulties, which makes it essential. Branding will give your business meaning and answer all the questions among your clients or in a random gathering while you introduce yourself and your business.
Brand messaging is essential because that is what the rest of the people, including clients notice about you. The key is to be consistent and constantly inspirational about your brand, complementing your brand’s effectiveness. From top to bottom, everyone in the company should have the same idea in mind, or your messaging is faulty. Everything your brand does from the beginning to the end depends on your messaging. If your messaging promises one kind of result and you deliver another type, you messed up at coming up with the right approach towards messaging.
Messaging is the brand’s voice, and the words will help your customers understand everything about your business. You should be able to convey your company’s value proposition and vision through articulation and conciseness. Your brand is your promise to the customer, and messaging says that promise through the correct vernacular.
Methods of Brand Messaging
There are various methods to do all these things. It starts from a simple tagline, a short line that explains the unique idea behind your brand. You also convey your brand’s message through headlines, sales pitches, ads, and many other marketing materials. Moving brand messages are always concise because brevity is the soul of wit. While being concise is necessary, it is also pertinent to be thorough in your messages, and your brand’s entire idea doesn’t get truncated in conciseness. A layperson would not get jargon, so your brand should simplify the services and brand’s promise in a language understood by the majority. Simplifying the message will help your brand get noticed, stand out, and remembered.
The Core Message
Every brand tries to convey a fundamental message, a compact statement that tells you why the brand matters to you, what it stands for, and how it is different from the competitors. Such a brand statement is something one takes inspiration from whenever one needs it.
The core message will tell customers about the core values and the brand’s differentiators. Most importantly, it helps catch the target market’s attention and push them towards becoming loyal customers. This message will lead all the brand marketing and inspire any other future messaging.
The Value Proposition
The value proposition, in simple words, defines what the brand provides in value to the customer. It could be a service, product, or anything the customer pays money for and gets value for that money. The value proposition should be unique; otherwise, you might face tough competition from those already providing a similar deal. The value should center around the customer’s needs and cater to most of their requirements. Without a great value proposition, the brand will fail.
The Pitch
The pitch or elevator speech answers the simple question, “What do you do?”. It is known as the elevator speech because it is supposed to be short, and you should be able to finish it in 30 seconds. The pitch underlines the brand’s value proposition and the benefits customer get from them. You should help the customer remember your brand by making your pitch and value proposition as attractive as possible. A good pitch also enlists what makes a particular brand different from the rest.
Creating Brand Messaging
A message can be anything that provides details about services, and they do not necessarily have to be a marketing slogan. Brand messaging is not that complex, and you can enlist the basic features of the services you provide, or it can be headlines from your website. If you are offering services to various audiences from various industries, you will need to develop brand messaging for each of them separately. Some features of that message might overlap, but generally, there will always be some points in the messaging that differ between industries and audiences.
Even after doing all the basics correctly, branding is a unique skill set. You can never go wrong with acquiring help from a branding service. After all, you want branding that inspires people to support your business and become your loyal clients.
Checklist
If you are still wondering if you did the brand messaging right, here are a few questions to help you identify any loopholes.
- How different is your brand message from your competitors?
- Is the message simple, compelling, and easy to comprehend?
- Does your brand message represent reality?
- Does your message register with your target audience? Will it keep them interested?
Taking Your Message to the Marketplace
Studies have shown that building your brand image leads to greater customer satisfaction. Hence, after completing your brand messaging process, it is time to take it to its rightful place, the market. Your message shouldn’t be just for ads and marketing, but it also helps you close your deals with the clients. The message is critical in describing your company. These messages will shape the thought process of people about your business.