As marketing professionals, we carefully consider our brand’s messaging, language, visuals, and more. When they work together, it’s a marketing symphony! But how do we know we’re leaving consumers, and the general public, with the right idea about our company?
It might be time to audit your brand message!
What is Brand Messaging?
Brand messaging refers to the strategic communication and language a company uses to convey its identity, values, and what it has to offer. It’s what you say, how you say it, who you say it to, and where you’re saying it. But it’s more than words. Effective brand messaging creates a cohesive and compelling narrative that evokes emotions, communicates key points, and differentiates the brand from its competitors. It makes the connection between the company’s internal identity and how the brand is perceived by its audience.
Why Focus on My Brand’s Message?
Brand messaging sets the tone for your audience. It sets expectations for doing business with you and supports that idea with every interaction. A cohesive brand message is also the key to resonating and connecting with your target audience. When you make customers feel something positive, they trust you and remember you. In other words, a good brand message strikes a chord with your audience.
How Do I Define My Brand Messaging?
The steps for creating a successful brand messaging framework require thought and effort, but they’re well worth the time. In order to express your brand identity to an audience, you first have to define it for yourself.
Take these steps to give life to your brand message:
- Craft a mission statement that clearly and simply defines company goals.
- Identify your target audience and gather data to understand their challenges, desires, values, and more. Then go beyond the data and talk to them!
- Complete a market analysis. Understand your competitors – and don’t forget to explore nontraditional competition. For example, the store across the street might not be pulling customers from your doors; it might actually be that lack of time to shop your aisles is the real competitor.
- Determine your brand differentiators. What’s your value proposition? What sets you apart from others in your space? You should be able to clearly define it.
- Using this information, create a tone and style guide that defines your brand voice. This document should be shared with everyone in the company and used to guide how your business communicates across all platforms, both internally and externally.
Brand Messaging Never Signs Off
Just as our culture changes, your audience and your business will change, so you can never set your brand message to autopilot. Reevaluate your message regularly, but never stop telling your brand story. While your brand message can evolve, consistency is key to keeping brand trust.
Want to Put Together a Winning Brand Message?
Let Ohlmann Group be your brand messaging partner! We can help you create a meaningful message that connects with your audience. And you can rely on us to help you monitor that message and make suggestions for adjustment. It’s always helpful to have a professional set of eyes on your side.
Reach out today – let’s talk about how we can most effectively tell your brand story!
