When you think of branding, you may think of visual identity — logos, colors, fonts, and maybe a tagline. However, there’s another side to branding that’s reflective of who you are and what you stand for as a provider. This is your brand message.
Your brand message is the way you communicate your uniqueness and why someone should work with you over your competitors. The more clearly you’re able to articulate this, the easier it’ll be to find your ideal clients.
Here’s how you can craft an effective brand messaging strategy that connects with your audience in a meaningful way.
What is brand messaging, and why is it important?
As we touched on earlier, your brand message is how you communicate what your business does, who it serves, and what makes it different. Strong brand messaging is essential to standing out in a crowded marketplace. It helps you attract more of the people who’d be a great fit while detracting those who wouldn’t.
Think about it this way: Your brand message is a promise you make to your customers about what they can expect from working with you. Delivering on that promise builds trust and loyalty — two essential factors for any successful business.
How to develop your brand message
1. Build your brand identity
The first step is to develop a strong brand identity. Your brand identity includes elements like your company name, logo, tagline, and visual style. These elements should all work together to communicate your company’s values and help build your brand strategy.
If you’re unsure where to begin, look at some of the biggest brands in the world. What are their core values? How do their visuals and marketing messages communicate that? Use these as inspiration when you create your own brand positioning and identity.
Nike: Just do it.
Nike is a great example of a strong brand identity. Most people recognize their iconic “swoosh” symbol. Same with their slogan: “Just do it.”
What’s truly genius about this slogan is that it can apply to anything. Not just world cup-level challenges. So the brand is relatable for elite athletes and regular folks alike.
Beyond shoes and sports gear, Nike sells a lifestyle and an identity of empowerment and inspiration. Instead of blatantly marketing their shoes and apparel, they show you what you can achieve — with their gear.
2. Get familiar with your target audience
Before you craft your brand message, you need to understand who you’re talking to. What are their needs? What are their pain points? What do they want from your company?
The better you understand your target market, the easier it will be to craft a message that resonates with them.
Once you understand your audience, you can develop a message that meets their needs. Remember, your brand message should be about more than just what you do. It should also be about how you do it and why you do it. This will help your company secure loyal customers.
3. Build your brand voice
If your brand message is what you say, your brand voice is how you say it.
When developing your brand voice, think about the overall tone you want to convey. Are you friendly and approachable? Or are you more serious and business-like?
Think back to Nike’s slogan: “Just do it.” It’s ingrained in everyone’s minds — from Baby Boomers to Gen Z — because it’s simple, concise, and it’s everywhere. Whatever tone you choose, ensure that it resonates with your audience and stays consistent throughout your communications.
How to improve your brand message by using your potential client’s objections
When you’re putting together your brand message, you should also consider how your audience will receive that message. This includes anticipating their potential objections.
One way to anticipate your audience’s objections is to use your FAQ section (or create content around FAQs) as a way to control the narrative before they have a chance to make these questions. You can do this by flipping questions into affirmations that clarify the service while establishing that you understand their concerns and are able to address them.
For example, let’s say you’re a web designer and one of the questions you frequently get is: “Why should I choose your service over a DIY website builder?”
You can answer by saying: “Our experienced team of professionals will work 1:1 with you to create a custom website that is reflective of your unique brand identity – something that a template simply can’t provide. Plus, we’re always here to provide you with ongoing support and answer any questions you have.”
This response addresses the objection head-on while reaffirming the value of your service. This is exactly what a strong brand message should do.
Now that you know how to control the narrative, it’s time to start thinking about your audience’s potential objections. What are they likely to ask? What concerns do they have? How can you address those concerns in a way that affirms the value of your service? Answer these questions to fine-tune your brand messaging and make it impactful for your audience.
Your brand message is so much more than just a tagline or slogan
It’s the foundation of your entire business – and it has the power to connect you with your target market in a truly meaningful way. So stay focused and take the time to craft a message that resonates, and you’ll be on your way to building a strong, successful brand.
If you’re ready to start crafting a great brand message today, reach out and let’s get started!