Do you know what brand messaging is? It’s the voice and words you use each time you “talk” to your audience or customers in writing through your emails, blogs, social media, and website.
Having a relevant and consistent brand message will help your customers feel as though they know you and that you know them. It’s also part of what makes a good brand and leads to the feelings of “this business gets me” from customers. You must convey that you know what your customers are looking for and ensure they know where to go for more.
When you create the right brand message, you will see several benefits, including:
- Create an instantly recognizable brand identity for your business
- Show your customers who you are and how you can help them
- Give people a reason to buy, call, or click
Some tips to help you get your messaging right can be found here.
Develop a Quality Value Proposition
Your brand messaging starts with your value proposition. This is the most important thing you can do for your customers. Consider why they should buy from you instead of someone else.
The value proposition you develop should be the focus and backbone of your brand message. There’s not a specific formula you can use to develop this, but it’s important to make it clear in your hero copy and headline on your website.
Some of the things your value proposition needs to convey include:
- Who should purchase what you offer
- What outcome they should expect
- How you are unique or different
Remember, clarity is key when it comes to your value proposition. If you find it challenging to create yours, then a good starting point is to fill in the blanks here – “We help (who) achieve (what) through (what).”
Research to Develop Your Brand Messaging
If you want to ensure your brand resonates with your customers, it’s important to know what they value. However, you will only figure out what this is by talking to them.
People may move away from your brand if a message doesn’t resonate. According to one survey, 46% of respondents stated they stopped using a brand because of irrelevant content.
You have to take time to find out what people want from you and how they describe their desires and needs. You can do this with:
- Surveys
- Social media and forums
- Feedback and testimonials
- Reviews
Understand Your Why
Your brand needs a clear sense of purpose. With this, you can create a powerful brand message that will mean something to your customers. Your why is not something you can manufacture. It’s also more than a list of business values. Once you determine your why, it should be used in your brand messaging.
Establishing Your Brand Messaging
There are more than a few factors to consider when it comes to brand messaging. Be sure to keep the information here in mind, which will help you create your brand messaging effectively and ensure it resonates with your audience.
By, Peter Roesler, President of Small Business SEO. 25+ years in marketing! Yippee.
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