”Your brand messaging strategy must align with your positioning and brand strategy and give a consistent tone of voice to your brand.
Great messages take your competitive positioning and strong brand messaging strategy to the next level. They hone in on what is essential to your market and communicate it consistently and effectively. How you respond when asked about your brand, service, or product and the tone of your messaging has a tremendous impact on how your target audience perceives your brand.
Messaging should be a top priority for any brand wanting to gain market share and create a compelling brand identity. How people perceive your brand depends as much on messaging framework as on brand identity and visual language. Your great brand story is communicated through great messaging.
To create a solid brand messaging strategy that will help your brand differentiate itself in the marketplace, our brand messaging agency employs the following techniques:
Current Brand Message Evaluation
Here you will evaluate the strength of your current messages by conducting an internal and external brand audit to determine if you need to update your messages.
Summarize current messages
Audit internal and external messages
Analyze the results.
Brand Messaging Requirements
In this section we will figure out how you respond when someone asks “what does your company do?”. This includes:
Review competitor’s messages
Outline content to include in messages
Determine tone of messages
Good elevator pitches convey enough information to give the listener an understanding of what you do, while also piquing their interest so they ask more questions. We will help create the elevator pitch. This includes:
Crystalize the value proposition
Write the elevator pitch
Brand Positioning Statements
We create your 25-word, 50-word and 100-word positioning statements for use as core messages that fit a variety of materials. The shorter statements focus on the value and brand position. Longer statements add features and benefits. This includes:
Evaluating your target audience
Writing positioning statements
Why is your company ultimately in business? Your mission statement can be as simple as one line or complex enough to fill an entire page. We create that for you. This includes:
Understanding your vision and mission
Writing the mission statement
Tagline / Slogan
We determine the necessity of a tagline/slogan and then create a tagline and key visuals that deliver a succinct selling message to the marketplace. This includes:
Determining the strength of your brand name
Create a tagline/slogan
FINAL DELIVERABLE: This section becomes a Messaging Strategy document outlining all the above sections with clear actionable items, suggestions, guidelines and text/content for direct use.
Frequently Asked Questions
How can I determine the right tone for my brand messaging?
Determining the right tone for your brand messaging is crucial to your brand identity. It helps set expectations for customer interactions, shapes your brand’s personality, and can be a deciding factor for consumers when choosing between different companies.
Here’s a step-by-step process you can follow to establish the right tone for your brand:
- Understand your target audience: Before determining the tone of your brand messaging, you need to understand who your target audience is. What are their demographics? What are their interests, values, and aspirations? The tone should resonate with this audience and reflect their values and lifestyle.
- Define your brand personality: Consider your brand as a person. What kind of personality traits does it have? Is it friendly, professional, authoritative, playful, innovative, or traditional? The tone of your messaging should align with this personality.
- Review your brand’s mission and vision: Your brand’s mission and vision statements can offer insights into the tone your messaging should take. If your mission is to empower people through education, your tone might be empowering and inspirational.
- Assess your competition: Look at your competitors’ tone in their messaging. This can help you understand what tones are common in your industry, which ones resonate with your audience, and how you can differentiate your brand.
- Choose your tone words: Tone words are adjectives that describe the character of your brand. They could be words like “passionate,” “innovative,” “down-to-earth,” or “reliable.” These words will guide the tone of all your communications.
- Create a tone of voice guide: Once you’ve decided on your brand’s tone, create a guide that outlines how to implement it across all your communications. This guide should include examples and scenarios to ensure consistency, even when different people create content for your brand.
- Test and refine: Finally, don’t be afraid to test different tones with your audience to see what resonates best. Use surveys, social media engagement, and other methods to get feedback on your brand’s tone. Be ready to refine your tone as your brand grows and evolves.
Remember, the tone of your brand messaging can significantly impact how your audience perceives your brand. By thoughtfully determining and consistently using your brand’s tone, you can create a stronger connection with your audience, convey your brand’s personality, and differentiate yourself in the marketplace.
What is the purpose of an elevator pitch in brand messaging?
An elevator pitch is a brief, persuasive speech that you can use to spark interest in what your organization does or what product/service you offer.
In brand messaging, an elevator pitch plays several critical roles:
- Grabs Attention: People’s attention spans are short in today’s information-saturated world. An elevator pitch is a concise, engaging message to grab and hold someone’s attention. It’s the first impression you’ll make, so it needs to be powerful.
- Communicates Core Brand Values: An elevator pitch is an opportunity to articulate what your brand stands for, its mission, and its unique value proposition. It communicates what you do and why it matters, resonating with the listener’s values or needs.
- Differentiates Your Brand: Your elevator pitch is a chance to distinguish your brand from competitors. By highlighting what makes your brand unique, you can carve out a niche in your audience’s mind and position your brand as the best choice in your industry.
- Invites Further Inquiry: A good elevator pitch doesn’t just inform—it intrigues you. The goal is to pique the listener’s curiosity and invite further questions or conversations about your brand.
- Ensures Consistency: A standard elevator pitch ensures everyone in your organization communicates a consistent message about your brand. This consistency helps build recognition and trust with your audience over time.
- Prepares for Opportunities: You never know when you might encounter a potential customer, investor, or partner. An elevator pitch equips you with a ready-to-use message that can turn unexpected encounters into opportunities.
In essence, an elevator pitch in brand messaging aims to convey your brand’s value and potential in a concise, compelling way that invites further engagement. It’s a vital tool for networking, sales, and any situation where you must make a quick, impactful impression.
What are brand positioning statements?
Brand positioning statements are internal documents used by a company to define how its product or service fills a particular consumer need in a way that its competitors don’t.
The statement helps a company maintain focus on its branding efforts and aligns the team on how the brand should be perceived in the market.
Here are the key components of a brand positioning statement:
- Target Audience: This is a clear definition of your ideal customer. It might include demographics, psychographics, and information about their lifestyle, values, and behaviors.
- Market Definition: This describes the category in which your brand competes or the space it occupies in the market. For example, you might define your market as “luxury electric cars” or “organic skincare products”.
- Brand Promise: This is the unique value that your brand promises to deliver to consumers. It’s the key benefit that differentiates your brand from others in the market.
- Reason to Believe: This explains why consumers should believe in your brand’s promise. It could be unique features of your product, the qualifications of your team, proven results, or other tangible proof points.
When you put it all together, a brand positioning statement might look something like this:
“For [Target Audience], [Brand Name] provides [Brand Promise] in the [Market Definition] because [Reason to Believe].”
An example of a brand positioning statement could be:
“For health-conscious millennials, Brand X provides high-quality, organic skin care products in the beauty market. Our products are made from all-natural ingredients, backed by extensive scientific research, ensuring healthier skin without exposure to harsh chemicals.”
A well-crafted brand positioning statement can guide your marketing, product development, and other strategic decisions, ensuring they all align with how you want your brand to be perceived. It’s a powerful tool for creating a consistent, focused brand identity.
How can I create an effective mission statement for my brand?
A mission statement concisely expresses your brand’s purpose, defining your organization’s reason for existence and describing what it aims to achieve. Here’s how you can create an effective mission statement for your brand:
- Identify your core purpose: Start by asking why your organization exists. What is its primary purpose beyond making money? This could be solving a particular problem, meeting a specific need, or bringing about certain changes in the world.
- Define your audience: Who are you serving? Your mission statement should specify your target audience or the community you aim to impact. Understanding your audience will help you better meet their needs and resonate with them.
- Articulate your unique value: How does your brand differentiate it from others? This could be a unique product or service you offer, a novel approach, or the exceptional quality you deliver. Your unique value is what differentiates you in the marketplace.
- State your goals: What are the key goals or outcomes your organization aims to achieve? This should be a high-level view, focusing on the impact you want to have rather than specific operational or financial targets.
- Keep it concise and clear: Your mission statement should be brief and easy to understand. Avoid jargon and aim for a statement that’s one to three sentences long. It should be simple enough for anyone in your organization to remember and explain.
- Make it inspiring: A great mission statement is motivational. It should inspire your team and excite your customers. Aim for a statement that conveys passion and commitment.
- Review and refine: Once you’ve drafted your mission statement, share it with others for feedback. It’s also a good idea to revisit your mission statement over time and update it if necessary as your organization evolves.
Here’s an example of what a mission statement might look like, using a hypothetical company that creates educational software:
“At EdTech Innovations, we empower learners of all ages by providing engaging, cutting-edge educational software. Our mission is to make learning accessible, enjoyable, and impactful, transforming how education is experienced worldwide.”
Remember, your mission statement should serve as a guiding light for your organization, informing strategic decisions and helping to ensure alignment across your team. It’s not just a box to be ticked—it’s a powerful tool for driving your brand forward.
What is the role of a tagline or slogan in brand messaging?
A tagline or slogan is a short, catchy phrase that encapsulates a brand’s identity, mission or promise to its customers. It plays several significant roles in brand messaging:
- Memorability: One of the key purposes of a tagline is to be memorable. A good slogan sticks in the mind of consumers, increasing brand recognition and recall. It helps ensure that the brand is top-of-mind when the consumer is making a purchasing decision.
- Conveys Key Brand Message: A tagline succinctly communicates the brand’s key message or value proposition. It distills the essence of the brand into a few impactful words, conveying what the brand stands for or what it offers to its customers.
- Differentiation: A well-crafted tagline helps to set a brand apart from its competitors. It highlights what makes the brand unique, providing a clear distinction in the minds of consumers.
- Emotional Connection: Taglines often play a role in eliciting emotional responses from consumers. They can invoke feelings, such as happiness, trust, excitement, or curiosity, which can influence consumer attitudes and behaviors towards the brand.
- Reinforces Brand Identity: A tagline reinforces the brand identity by consistently appearing alongside the brand name and logo. It becomes an integral part of the brand image and helps solidify the brand’s position in the marketplace.
- Call to Action: In some cases, taglines can serve as a call to action, encouraging consumers to engage with the brand in a certain way.
Examples of famous taglines include Nike’s “Just Do It”, McDonald’s “I’m Lovin’ It”, and Apple’s “Think Different”. Each of these taglines plays a crucial role in the respective brand’s messaging, helping to cement their positions in the minds of consumers.
Ultimately, a tagline or slogan is a powerful tool in brand messaging, serving to condense and convey the brand’s essence in a way that is easy to remember and emotionally resonating.