What is Brand Messaging?
Brand messaging is the art of consistent brand voice. In other words, it is not just how you sound, it is what you say. Brand messaging guidelines are important to establish what your brand sounds like when communicating with your audience, prospects, customers or clients. The unified message allows any supporting copy and marketing points to be consistent in all touchpoints. You are sharing your brand message every time you communicate on:
As branding influences perceptions about a brand in order to persuade the audience to choose that brand over its competitors. It is important to establish a strong brand messaging, as the verbal brand will inspire response after an introduction. It will appeal to your audiences, from their point of view, and it will clearly express what you deliver.
64% of consumers say the primary reason they connect with a brand is shared values.
Essential Components to Strengthen Your Brand
1. Foundation (Your brand key message)
Behind every great brand is a fundamental core brand message: a statement that declares why the brand matters, what it stands for and how it is different from competitors. This core brand message will shape all of the subsequent brand marketing messages. Start by going the following checklist to get your messaging framework started:
2. Internal (How you and your team define your brand)
Brand messaging starts with how you and your team define your brand. Whatever form they take, brand messages have to be relevant to your audiences, and it starts internally with your internal team. Crafting messages that are concise and easy to understand can also be a lot trickier if you have multiple audiences, therefore, you will want to develop key messages that address the interests of each. There may be overlap of messages between audiences, but there will almost certainly be points that are more relevant to one group than to another. Check your brand messages against these following criteria:
3. External (How the brand message is applied to touch-points)
Messaging for the general public is what most people think about when they think of brand messaging. These outward-facing messages tend to be more informational and actionable than inward-facing ones, which typically revolve around ideas. External messaging includes these statements:
4. Consistency (Upkeep and revisiting the brand message)
Your brand lives in the mind of your audience. Ultimately, your brand message is everything you want your audience to understand about your brand. It’s a well you return to again and again for when the brand needs to be aligned and reminded for inspiration and what the brand stands for. If your brand message is not strategically developed to shape all of these touch points, then your brand will be misaligned and inconsistent both of which lead to confusion, then distrust.
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