Brand Messaging is your Business’s Secret Weapon
What’s brand messaging? It’s all about finding the right way to communicate with your audience. Your messaging is an ambassador of your brand. Help customers understand what makes you unique. Most people agree that it’s a good idea for brands to tell their stories, but less people think they do so effectively. To give you a window into our process, here are some of the things we break down in a brand analysis.
How to Craft Foundational Brand Messaging
How do you communicate your brand as part of an integrated marketing approach? Many brands tell customers who they are, what they do, how they do it — in that order. We recommend a different approach to messaging. Lead with your purpose: why you exist. Follow up with your values, then your mission. This is the most compelling and relatable sequence to communicate information.
What type of story should your brand tell? Make sure to connect with your target audience on an emotional level to establish a connection, then tell them what you offer.
In most industries, customers are compelled to make a purchase based on how you think. This can have more influence than the quality of the product or the price point it’s offered at. Teach customers to think like you, and they will become advocates of your brand. This is the power of brand messaging.
Define Your Purpose, Values, and Mission
A brand purpose declares why you exist. Here’s a hint: it’s not to create profit. Profit is always a result, not a driver. Your purpose is a belief. It’s a big idea that can be clearly communicated. For example, people deserve to be more physically fit, or to feel comfortable in their home. A brand purpose has the power to inspire people through messaging.
People have values, and brands should have them too. Values, or principles, describe how you act and interact. This not only applies to customer interaction, but to our global society. Your audience can have a reasonable expectation of how your brand will handle any situation based on your values. This helps to humanize the brand. Some examples of values include transparency, agility, or innovation. Brand values should be reflected in your messaging.
It describes what you do. Mission statements present an ambitious, but achievable position that acknowledges your industry and the services you provide. For example, a mission statement could include having the most user-friendly technology, or being the most respected car company in the USA. Mission statements have the power to inspire confidence in your ability to perform specific tasks.
What’s the Next Step Towards Appealing Brand Messaging?
How will you know if your brand messaging is effective? Conduct a thorough brand analysis, including the entire integrated strategy. Using both internal and external sources, collect a set of data to inform your perspective. This could include customer focus groups, sales records, employee surveys, and more. The scope of your investigation should correspond to the size of your company and brand goals. This involves considering not only what you say and how you say it, but how your brand looks as well.
We recommend contacting an expert on strategy and brand messaging. While this work can be done in-house, we see greater benefits by connecting with a branding agency outside your organization. It is important to get a fresh opinion. This is a time when first-impressions can actually hold a lot of weight! As one of the top three advertising agencies in Philadelphia, Neff is prepared to provide expert advice on branding and strategy.