More shoppers than ever are prioritizing customer service, so it’s important to make sure your brand messaging reflects this change. Instead of focusing on your company and its products, talk more about how you help clients and solve their problems.
If done right, you’ll establish your company as more than just another faceless corporation. However, if done wrong, this strategy could alienate potential customers and prevent people from seeing the real value you have to offer.
Here are 7 tips that’ll help you develop and execute an effective brand messaging strategy.
1. Understand Your Audience
The first step in producing targeted content is understanding your audience. You need to know who you’re talking to and what they want from you, how they expect a product like yours to help them, and how much time they have for reading. With this data, you can identify which messages are likely to resonate with your customers, and you can tailor those messages accordingly.
You wouldn’t sell a protein bar to an entrepreneur the same way you would to a retiree, for example. The former might be looking at ways to save money on healthcare; the latter may be concerned with staying healthy.
Brands must understand the differences among their target customers and craft a message around solving those consumers’ pain points.
Some companies create a “persona” of their target market: a fictional personification that represents the ideal customer for their product. Using this persona, you can better inform all aspects of your marketing strategy.
2. Create a Brand Identity
Brand identity refers to the core values and beliefs that define your company. It’s what makes you unique in the marketplace and helps consumers connect with what you do.
Building your brand identity requires you to define:
- Why your business exists
- Your brand’s promise
- Who your target customers are and what they need from you
- How you want to be perceived in the market (for example, as a leader or innovator)
Answer these questions in a spreadsheet and save the document to share with clients, employees, and investors. You can also post your mission statement and vision on your website to help potential customers understand what your brand’s all about.
3. Develop a Strong Call to Action
The call to action is the most important part of your messaging strategy. It’s what gets people to act and do what you want them to do, whether that’s signing up for your newsletter or buying a product from your website.
It should be clear, compelling, and relevant. “Buy now” isn’t as engaging as “Get your first month of ABC’s newsletter for free,” for example.
4. Focus on Clarity
If you want your brand communication to be effective, avoid jargon and buzzwords. Keep it simple and use language that your audience can understand.
Don’t be afraid to try a casual tone, either. It’s essential to keep up with how other people are speaking so you can use their language to make your brand more relatable.
5. Set Limits
Knowing your organization’s capabilities will help you avoid brand messaging that is too broad. Your company can’t offer every service or product under the sun, and you don’t want your brand messaging to imply that you can either. Your audience needs to know what you’re doing and why you’re the best at it, so be sure not to overstate your expertise.
6. Be Consistent With Your Brand Messaging
If you’re building a brand around being fun, every piece of content needs to reflect this value. The same goes for any other beliefs.
None of your content should be genericeven something as trivial as product descriptions on Amazon. To make this easier for your marketing team, design a style guide and make sure all your content creators follow it.
Consistency builds trust with consumers because they know what they’re getting when they come across your brand name. People feel more confident buying from a business they think they know.
7. Get Feedback
After lots of planning and rewriting, you probably think your brand message represents the pinnacle of marketing perfection. Even if it does, you should still get feedback.
You don’t need to run your messaging by everyone in the office, but it’s important to have someone you trust review it before sending it out into the world. A second pair of eyes will catch typos and grammar mistakes that might have slipped past your editing process. It’ll also help you identify any holes in your reasoning and give you the chance to make sure your brand message is easily understood by everyone who reads it.
You can streamline your marketing feedback loop by creating a short survey that you can send to employees and other stakeholders. The survey should ask basic questions about the person’s level of familiarity with your brand and what they think of it. You can also ask them what they’d like to see in future marketing materials or if they have any suggestions for improvements.
How to Succeed at Brand Development
Brand messaging can seem like a mysterious art, but its easy to master when you break the process down into small steps. Start by finding your target market. From there, you can build a persona and communicate with them in a way that’ll resonate.
While you are getting all these pieces in place, scroll over to our business section to get more tips on how to succeed at marketing, sales, and branding.