Sometimes brand messaging can be a challenge. You know the ins and outs of your company, of course, and you know what you want to communicate to your customers, but you just can’t figure out how to say it in a way that grabs their attention. It’s easy to want to come up with catchy one-liners and trademark-able slogans, but it’s often easier said than done (and even more often it’s not enough).
But despite it’s challenge, brand messaging is one of the most effective ways to build a customer base. While many individuals rely on reviews when evaluating a specific product or service, we tend to rely more on emotions and experiences than logic and facts when evaluating an entire brand. Approximately 64% of consumers connect with brands because of their values, so it’s important that your values are at the core of your brand messaging. Let’s take a look at exactly what brand messaging is and how your brand can nail it.
What is brand messaging
Brand messaging communicates the essence of (you guessed it!) your brand to potential clients and customers. It lets them know, concisely and confidently, who you are and why they should do business with you. What you offer might speak for itself, but a clear and strong brand message is what gets your potential client or customers attention and is often what gives them the push to give your product or service a try.
When developing your brand messaging, there are two types to keep in mind: internal brand messaging and external brand messaging.
Internal brand messaging defines your brand to you and your team—the people on the inside. Your company’s culture, values, and mission affects the members of your team just as much as it does your potential client or customer, and the experiences of your team speaks volumes to the value of your company to everyone.
External brand messaging defines your brand to the general public, your target audience, and your potential clients and customers. These messages tend to be more informative than introspective, conveying what you do and how well you do it.
Both internally and externally, your brand messaging should be genuine and consistent. Each component should work together and support each other, not contradict each other. To do this, we need to understand what those components are…
The key components of brand messaging
When creating your brand messaging, there are several key components:
- Mission. Your mission statement answers the question “why?”—it explains why you do what you do.
- Vision. Your vision statement speaks for the future of your brand, setting a goal for your brand and its impact on the world.
- Values. Your values determine, both internally and externally, how your brand works and conducts itself in all operations and matters.
- Positioning. A positioning statement describes what you do, who you do it for, and how you do it.
- Differentiators. These are the things that set your brand apart from your competitors and help your brand stand out in your industry.
- Propositions. Your value proposition statements propose the value of your brand or of your product or service to your customers.
- Voice. What you say and how you say it are equally valuable to brand messaging.
- Slogan. Your slogan (or tagline) is, in most cases, the most valuable element of your external brand messaging. Whether it’s informative, stoic, charming, or funny, it should be memorable and easily recalled in association to your brand.
These key components work together and individually to communicate to your team and your target audience exactly what makes your brand valuable.
How to nail your brand messaging
Brand messaging is the essence of your brand, in words. The best way to truly nail your brand’s messaging is to really evaluate your brand and decide how you want to convey your brand to others. Don’t try to come up with catchy slogans and clever statements before you determine what those statements need to communicate. Write down your values, your beliefs, your mission, your vision, your ideas, your ethics, your offers, and your differentiators. Then, once you have a solid list of these components that accurately and genuinely represents your brand, build your brand messaging around them. Authenticity and consistency are the true keys when composing your brand messaging, and building each message around your brand’s true core will will ensure each and every statement and slogan is authentic and consistent.
How we can help
The content of any website heavily relies on and is centered around the brand messaging. Slogans and mission statements should be clear focal points, and the strongest CTAs are built around these components. When we build websites for our clients, we ensure that their content is excellent and optimized, and that the placement of their content is attention-grabbing and effective. If you’re ready to take your brand messaging to the next level with a stellar website and a strategic digital marketing campaign, contact us today!