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How to Create Your Brand Messaging – Ultimate Guide

Jul 1, 2024 | Latest, Branding Tips, Marketing Tips

How to Create Your Brand Messaging Ultimate Guide

Creating a strong brand message is crucial in making your brand more visible, trustworthy, and engaging to your target audience. With people constantly being bombarded with information, having clear and consistent brand messaging is more important than ever. 

Your brand message serves as a way to communicate your brand’s unique personality, values, and the benefits it offers in a clear and captivating way. 

This blog will provide a step-by-step guide to creating brand messaging that resonates with your ideal customers, sparks meaningful conversations, and builds a loyal following for your brand.

What is a Brand Message?

A brand message is a core idea that tells your ideal clients what your brand is all about, what it offers, and why it’s important to the people you want to reach.

According to a survey by Lucidpress, brands that keep their messaging consistent see an average revenue increase of 23%. Plus, presenting your brand consistently across all platforms can boost revenue by up to 33% (Demand Metric).

This clearly defines that a well-created brand message is the foundation for building a strong brand identity. It helps ensure all your marketing works together and tells a consistent story.

Here are the key parts of a brand message:

1. Brand Promise

This is a pledge to your clients/customers about what they can expect from your products or services. It should be realistic, doable, and directly tied to your brand’s core values.

2. Value Proposition

This points out the unique benefits and features that make your brand different. It answers the big question: “Why should clients pick your brand over others?”

3. Brand Voice

This is your brand’s personality and style of communication. Whether warm, authoritative, funny, or professional, your brand voice should be the same across all channels and interactions.

4. Tagline

A catchy phrase that captures the heart of your brand. It should be memorable, meaningful, and true to your brand’s message.

5. Mission Statement

A short statement that outlines your brand’s purpose and what it aims to achieve. It should inspire both your potential customers and your team.

By defining and communicating a clear brand message, you can more effectively connect with your audience, build brand value, and drive business growth.

brand messaging

“Great brands tell stories that resonate with their audience, creating an emotional connection that goes beyond the product.”

What is Brand Positioning?

Brand positioning is figuring out where your brand fits in the market compared to your competitors. It’s about finding the unique place your brand holds in the minds of the people you want to reach.

Effective brand positioning answers questions like “What sets our brand apart?” and “Why should customers pick us over the competition?”

The key parts of brand positioning are:

1. Target Market

The specific group of people your brand aims to serve.

2. Competitive Landscape

Knowing who your competitors are and what makes your brand different from them.

3. Unique Selling Proposition (USP)

The unique benefit that makes your brand stand out.

4. Market Perception

How people see your brand in the context of your industry and compare it to your competitors.

    Purpose of Brand Positioning

    The goal is to create a distinct and positive place in the market, making your brand the top choice for the people you want to reach.

      Brand Messaging vs Positioning

      Key Differences

      Brand Messaging  Brand Positioning
      Focus

      Focuses on how your brand communicates and engages with its audience using consistent stories and language.

      It’s about where your brand stands in the market compared to competitors and in the minds of consumers.

      Components

      Includes elements like brand promise, value proposition, brand voice, tagline, and mission statement.

      This involves understanding the target market, competitive landscape, unique selling proposition, and market perception.

      Purpose

      The goal is to create a clear, compelling communication and brand strategy that strikes an emotional chord with your audience.

      The aim is to establish a distinct presence in the market and gain a competitive edge, making sure people uniquely see your brand.

      Approach

      Developed to ensure consistency in communication across all platforms and touchpoints.

      Developed through market research and competitive analysis to identify and make the most of what makes you different from the rest.

      Integration of Both Concepts

      While brand messaging and positioning are different, they must work together and support each other. 

      Your brand positioning provides the strategic groundwork for what makes your brand unique and valuable, guiding your brand messaging.

      On the other hand, your brand messaging takes your positioning and makes it come alive by effectively conveying your brand’s unique qualities and advantages to your audience. 

      Integrating both approaches well ensures that your brand stands out in the market and forms meaningful connections with customers, building loyalty and growth.

      The Importance of Having Strong Brand Messaging

      A strong brand message is essential to successful marketing campaigns and brand management.

      It is the backbone for all your communication, ensuring that your brand’s voice, values, and unique selling points are consistently and effectively conveyed.

      Here are the key reasons why having a strong brand message is so important:

      1. Establishes Clear Identity

      A well-defined brand message helps create a clear and recognisable identity for your brand. It sets your brand apart from competitors by highlighting what makes you unique and valuable.

      This clear identity makes it easier for people to understand and remember your brand.

      2. Builds Emotional Connection

      Effective brand messaging strikes a chord with your target audience emotionally. You can build a deeper emotional connection with your customers by expressing your brand’s values, mission, and promises.

      This emotional bond creates loyalty and can turn customers into loyal followers. Coca-Cola’s “Share a Coke” campaign is a prime example of this principle in action.

      By replacing their iconic logo with popular names, Coca-Cola created a personalized and engaging experience that was consistent across all mediums—social media, television, outdoor advertising, and in-store displays.

      This unified approach not only reinforced Coca-Cola’s brand identity but also fostered a deeper emotional connection with consumers, ultimately driving higher levels of customer engagement and loyalty.

      brand messaging

      3. Ensures Consistency

      Consistency is key in brand communication. Strong brand messaging ensures that your brand’s voice, tone, and key messages are the same across all channels and touchpoints.

      This consistency builds trust and reliability, making it easier for customers to engage with and trust your brand. 

      4. Enhances Credibility & Trust

      A clear and honest brand message boosts your brand’s credibility. Customers who understand what your brand stands for and see consistent messaging that matches your actions are more likely to trust your brand.

      Trust is an essential factor in driving customer loyalty and long-term success.

      5. Guides Marketing Effort

      Strong brand messaging provides a framework for all your marketing and communication. It guides content creation, advertising campaigns, social media posts, and more.

      With a clear brand message, all marketing activities can be aligned to support and reinforce your brand’s core message.

      6. Improves Customer Understanding

      Clear and compelling brand messaging helps customers quickly grasp your brand, what it offers, and how it can benefit them. This understanding can lead to higher engagement rates, increased conversion rates, and, ultimately, more sales.

      7. Differentiates Your Brand

      In a crowded marketplace, standing out is important. Strong brand messaging highlights your unique selling points and distinguishes you from your competitors.

      It helps you position your brand as the top choice for your target audience.

      Steps on Creating Strong Brand Messaging

      Step 1: Understand Your Target Audience

      Conduct Audience Research

      Audience research is the foundation of understanding your target market. This step involves gathering detailed information about your potential clients or customers.

      Here’s how:

      Surveys and Questionnaires: Create and send out surveys to collect data on customer demographics, preferences, and behaviours.

      Tools like Typeform can help you design engaging surveys that give you valuable insights. 

      Interviews and Focus Groups: Have in-depth conversations and group discussions to gain insights into customer attitudes, motivations, and experiences.

      Facebook Groups:  Join relevant Facebook groups and participate in discussions to understand better your audience’s interests, needs, and pain points.

      Social Media Listening: Monitor social media channels to see what people say about your industry, brand, and competitors. This can help you identify trends and gather feedback from potential customers. Keep an eye on social media platforms to see how your audience interacts with brands and what content they engage with.

      Analytics Tools: Use tools like Google Analytics, social media analytics tools such as Metricool, and Later and CRM systems to analyse customer data and behaviour patterns.

      brand messaging

      SEO and Trends Tools: Use tools like SEMrush, Answer the Public, and Google Trends to understand what people are searching for and what questions they often ask.

      These insights reveal common problems your audience wants solutions for and topics they’re interested in.

      brand messaging

      Understand Their Needs, Values, and Pain Points

      Once you have collected data, the next step is to interpret it to understand your audience’s needs, values, and pain points:

      • Needs: Identify the functional and emotional needs of your customers. What are they looking to achieve or solve with your product or service?
      • Values: Understand the core values and beliefs that drive your audience’s decisions. These might include personal growth, business success, work-life balance, or innovation. 
      • Pain Points: Determine the common challenges and frustrations your audience faces. Knowing their pain points lets you position your brand as a solution to these problems.

      Create a Buyer Persona

      Creating a detailed buyer persona is essential to understanding your target audience. A buyer persona is a made-up character that represents your ideal customer based on data and research.

      Tools like HubSpot’s Make My Persona can help you create a comprehensive buyer persona.

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        Here’s how you can use it:

        • Name and Demographics: Name your persona; choose their age, gender, and other basic details.
        • Career Characteristics: Understand their job role, industry, and career goals.
        • Challenges and Pain Points: Pinpoint their specific problems and how your product or service can help solve them.

        Using HubSpot’s tool, you can gather information about who they are and how they think, giving you a complete picture of your target audience.

        This detailed persona helps ensure your brand messaging is tailored to your ideal customers’ needs and characteristics.

        Example:

        Let’s say your business is a coaching service for entrepreneurs. Audience research might show that your target customers are small business owners and startup founders who value growth, efficiency, and work-life balance. 

        brand messaging

        Using tools like SEMrush, you might find that they often search for things like “how to grow a business,” “time management tips for entrepreneurs,” or “strategies for startup success.”

        Your brand messaging can then focus on your expertise in helping businesses grow, providing practical strategies for efficiency, and supporting a balanced approach to work and life. 

        A buyer persona created using HubSpot might describe “Startup Steve,” a 35-year-old tech entrepreneur who values innovation, wants advice on growing his business, and is motivated by achieving both professional success and personal fulfilment.

        brand messaging

        Step 2. Define Your Unique Value Proposition (UVP)

        A Unique Value Proposition (UVP) clearly describes the unique benefit your product or service provides customers, how it solves their problems or improves their lives, and what sets it apart from the competition.

        A strong UVP is crucial for attracting and keeping customers as it communicates why they should choose your brand over others.

        A UVP needs to:

        • Highlight the main benefit that your product or service offers.
        • Address the specific needs or pain points of your target audience.
        • Show how your brand is different from competitors.
        • Be straightforward to understand.

        Your UVP is the cornerstone of your brand messaging and the foundation for all your marketing and communication efforts.

        Examples of UVP From Famous Brands

        To better understand what a strong UVP looks like, let’s examine a few examples from well-known brands:

        Apple: “The best user experience for the best computers in the world.”

         

        • Why it works: Apple’s UVP emphasises superior user experience and high-quality products, differentiating it from other computer brands.
        brand messaging

        Slack: “Be more productive at work with less effort. Slack is the collaboration hub that connects your work with the people you work with.”

        • Why it works: Slack’s UVP highlights increased productivity and ease of use, addressing a key pain point for businesses looking for efficient collaboration tools.
        brand messaging

        Airbnb: “Belong anywhere.”

         

        • Why it works: Airbnb’s UVP focuses on the unique experience of feeling at home no matter where you travel, appealing to travellers looking for authentic and comfortable accommodations.
        brand messaging

        Following up with our example above, if the business is a coaching service for entrepreneurs, your UVP might look something like this:

        “Transform your business with personalised coaching that speeds up growth, boosts efficiency, and balances work-life harmony.”

        • Why it works: This UVP highlights the specific benefits (growth, efficiency, balance) and addresses the problems (need for guidance, managing workload) that entrepreneurs face while also emphasising the personalised approach that sets your service apart.

        Step 3: Create Your Brand Message

        Creating your brand message involves developing a story that communicates your brand’s identity, unique value proposition (UVP), mission statement, brand story, and positioning statement.

        This message is the foundation for all your communication and helps shape how your target audience sees your brand. It should be clear, concise, and memorable to leave a lasting impression.

        Creating your brand message involves bringing these elements together to reflect your brand’s identity, values, and value proposition. 

        By developing a clear and compelling brand message, you can effectively communicate your brand’s story and connect with your target audience.

        Example:

        Brand Message for a Business Coaching Service:

        “Our coaching service empowers entrepreneurs to achieve their business goals with personalised guidance, actionable strategies, and unwavering support. We believe in fostering growth, enhancing efficiency, and cultivating work-life harmony for sustainable success. With our proven track record and dedication to your success, we’re more than just coaches—we’re partners in your journey to entrepreneurial excellence.”

        When Creating Your Brand Messaging…

        1. Develop Brand Guidelines

        Brand guidelines are your blueprint for keeping your messaging consistent across all channels. They outline rules and standards for using brand elements like your logo, colours, fonts, and imagery.

        By providing clear guidelines, you make sure that everyone involved in creating content knows how to represent your brand consistently.

        2. Use a Consistent Tone of Voice

        A consistent tone of voice helps reinforce your brand personality and identity. Whether your brand voice is friendly, professional, funny, or authoritative, it should stay the same across all communications. 

        This consistency builds brand recognition and strengthens the emotional connection with your audience.

        3. Use Consistent Visuals

        Visual consistency is important for reinforcing your brand identity and creating a memorable brand image. Ensure all visual elements, including your logo, graphics, images, and design elements, follow your brand guidelines.

        Consistent visuals boost brand recognition and make your messaging more cohesive and impactful.

        4. Align Your Messaging with Your Brand Values

        Your brand values are the guiding principles that shape your brand’s identity and behaviour. Aligning your messaging with these values reinforces authenticity and builds trust with your audience.

        Ensure your messaging consistently reflects your brand’s values across all communications, reinforcing your brand’s identity and positioning.

        5. Involve Your Team

        Creating consistency in messaging is a team effort that requires everyone to be involved. Ensure everyone responsible for creating content understands and follows the brand guidelines consistently. 

        By following these best practices, you can ensure that your brand messaging is consistent, cohesive, and aligned with your brand identity and values, ultimately strengthening your brand’s presence and impact.

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        Final Thoughts

        Now that you have a solid understanding of creating your brand messaging, it’s time to implement these insights and take your brand’s communication strategy to the next level. 

        By doing thorough audience research, defining your UVP, creating a compelling brand story, and ensuring your messaging is consistent in tone of voice and visuals, you can create messaging that resonates with your audience and creates meaningful connections.

        If you need help creating compelling brand messaging strategies that captivate audiences and elevate brand presence, book a free discovery call with us today to learn how we can work together to strengthen your brand messaging and achieve your marketing goals.

        Disclosure: Some of the links in this post are ‘affiliate links.’ This means if you click on the link and purchase the item, we will receive an affiliate commission.

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