How you communicate as a brand has a lot to do with how people feel when they see your brand. Your brand doesn’t have to be everyone’s cup of tea, but you do need to learn how to speak to your target market.
Understanding how to create the perfect brand messaging strategy will allow you to start getting the results you want when you’re creating content for your company.
Continue reading this article to learn more about creating the best brand message for your company.
What Is Brand Messaging?
Brand messaging plays into everything from how your website looks, the brochures you create, emails you send out to your audience, and more.
Simply put, brand messaging is any message your brand delivers to your audience. It doesn’t matter if it’s online or offline.
When people invest in high-quality services like storybrand website design, it speaks volumes about their brand messaging and how much they care about getting the word out about their business the right way.
Keep in mind that the message you’re putting out doesn’t necessarily come out exactly the same every time. Your brand message is what’s under the surface. It’s what your brand values and what value you’re providing to the customer.
Let’s go on and talk more about what you need to make a brand message that really gets results.
Know What Makes Your Business Unique – Your USP
Your USP is your unique selling position. What makes your brand unique, and why should people buy from your brand instead of your competition?
To truly be able to draw people in to your brand, your USP needs to be strong. If you don’t know why people should do business with you instead of your competition, it’s likely your USP is very weak right now.
To get to the bottom of why they should do business with you, ask yourself a few questions.
What problem does our product or service solve? Why does our product or service make more sense than that of our competition?
For some inspiration, think about some of your favorite brands and why you use them.
Many people love using Amazon because they have such a wide variety of products, and they offer a prime membership, which gives you super-fast shipping. Besides this, Amazon gives you access to many other things you like—including entertainment.
Get your USP down and then move to the next step.
Understand Your Audience
Before you craft your message, you need to start with your audience in mind.
To really get to the heart of the matter, you need to know who they are, what they care about, and what type of messaging they’ll respond to. Some things might be offensive to one group of people, while it would be endearing to another group.
For instance, if you have a potty mouth, you still wouldn’t use that if you’re marketing to people that value clean language. On the other hand, if you’re audience likes to curse, they might feel you’re too straight-laced if you don’t at least throw in a few here and there.
Some of the ways you can gather information about your audience are from your Google Analytics, Facebook page analytics, and if you even need more information, you can survey your audience.
If you aren’t already marketing, it’s likely going to be a little more on the difficult side to figure out who your audience is. You can find brands that are similar to yours and see who their audience is to get a basic understanding of who it might be.
Incorporate Your Brand’s Story
Every brand has a story. You might not think your story is powerful because your company didn’t start in a garage and amass major success.
If your story sounds underwhelming to you, you might consider hiring someone to help you write and tell the story in a compelling way. They’ll know how to tell people why your product exists, what you went through to bring it to the market, and why it’s important to you in an attractive way.
When you’re creating the story, don’t forget to talk about why the product is going to help your potential customer. A great story isn’t a great story unless you bring it around and let the listener know why it’s going to be good for them.
Know Your Goal
It doesn’t matter how great your message is if you can’t get people to get behind what you’re doing. One of the ways you can get people behind your company is to have a goal outside of financial gains.
There are a lot of examples from shoe companies that give away a pair of shoes for every pair sold, companies that match donations on rounded up purchases, and more.
You might also have a basic goal from your product, like selling a product that is environmentally-friendly. Whatever your goal is, it needs to be something that resonates with your audience.
Your goal is another good reason to really dig deep when you’re doing research into the people that are going to likely be the ones buying your product or service.
Becoming a Master at Brand Messaging
Now you have important tips on how to create brand messaging that is going to connect with your audience. Instead of feeling frustrated and confused about what you’re doing right and what you’re doing wrong—now you know.
Do you want to learn more about brand messaging and other important topics to help you become even more effective at what you do? Continue through our blog to get the help you need.