Brand Messaging is simply the language and phrasing used to promote yourself. Sounds simple, right? It’s much more than just a simple slogan that shows what your brand is about. It’s about the total package that you want represented each time your brand is showcased.
Consistency always seems easy as a thought, but digging deeper into what exactly you can do to maintain clear brand messaging shows that it is about a lot more than a few simple words that you slap on your products.
Let’s take a look at 5 critical elements to brand messaging and how you can utilize them to better your brand and grow your business.
- Knowing your Unique Selling Position
One of the first things that needs done when building your brand is knowing your unique selling position – the “why you” of your company. Why should a person choose your product or service over the competition? What sets you apart and makes you different than everyone else competing for business in your industry?
Why is this so important to know? Because it is going to drive your entire sales and marketing campaign, forever. Let’s use Disney an example. Disney’s USP is “unquantifiable ‘magic’ created by decades of first-rate customer service, special parades and attention to detail like no other theme park on earth.” Knowing their ability to create elaborate magic is unparalleled and their customer service can’t be beat, they have built the trust of millions by continuously playing to these strengths. Their theme parks are surrounded by competitors, yet they constantly see growth.
- Know Your Audience
One of the easiest ways to create clear and concise brand messaging is to know your target audience, or more simply stated, who it is you are marketing to. If you are in the luxury car business, you aren’t going to waste your time using a marketing platform that targets adults who are 18-25 years old. Most likely they are not going to be the people who are able to purchase those kind of vehicles. However, being a sponsor to a group of surgeons attending a conference would put you in front of the people who are likely to buy higher-end vehicles because of their income classification.
Another important attribute is knowing what your audience values and how to communicate with them. If you are selling products that are specifically for females, using pastels and cursive font, as well as fluffy adjectives will draw them in. In contrast, when marketing a men’s product, grays, blues, and blacks with words that are short and to the point often trigger more sales.
- The Art of Storytelling
Storytelling. One of the single most important things a brand can concentrate on to be successful. Everyone has a story. What sets each company apart is the art is which they are able to convey what their story is. A good storyteller can connect with their customer emotionally. Emotional connections can drive in more business than any other avenue. This is where we see people buy things they may not have even needed, simply because they felt so connected to the brand.
Being able to articulate why you are who you are and what got you to this point is essential. Finding that human element as to why you built the brand should be reflective in all of your marketing, at least in pieces.
- Having a Clear Goal
This isn’t about your sales goals; this is about what you stand for as a brand and what you are giving to the world. This is your “do good” story. Look at Love Your Melon. They sell amazing hats. They also use their sales to fight cancer. Most people in the world have been affected by cancer in their lives, so instantly they feel the emotional connection that makes them want to buy LYM hats versus a competitors. Knowing that Love Your Melon is giving hats to every child battling cancer and that they have already given over $7 million to pediatric cancer makes the buyer feel like they are doing something more than just purchasing a product. A clear, helpful mission will help you sell your product.
- Using Your Voice
How you are seen is much more than just words and logos. Customer service and the way employees represent your brand can build – or break- your business just as easily. Finding a clear tone that the entire company uses helps maintain consistency, which is very important to a company’s success. Look at something as simple as Chick-Fil-A. Sure, their chicken is very good, but one reason people keep coming back is consistent customer service. Ending every request with “my pleasure” seems like no big deal, but it builds loyalty. Do you want chicken nuggets from someone pleasant or do you want someone to just toss you the to-go bag? It really is that simple.
Clear and consistent brand messaging can allow you to create an empire that has deep roots and unlimited growth potential. While your messaging may need to evolve as your brand grows, these five elements will remain true no matter how big you get.