How to Create the Perfect Brand Messaging Strategy
Don’t leave your messaging to chance, learn how to create the perfect brand messaging strategy to control what customers think about you.
Source: Joe’s Daily
We can all recognize when a brand fails to communicate their message effectively, but what can you do to avoid a communication mistake that will cost you big?
We’re going to take a look at some simple strategies that will ensure you create the perfect brand messaging for your audience, keep reading.
A brand is an idea that your audience gets whenever they are reminded of the existence of your organization. Sure, everyone has different associations, and the first thing that pops into one person’s mind might be completely different from what someone else would first think of. However, what if we told you that with the right brand messaging strategy, you could, more or less, control this stream of thoughts.
The psychology of the client is not nearly as complex or unpredictable as you may expect it to be. Here’s how you can make a perfect brand messaging strategy and prove this once and for all.
Start With the Fundamentals
The first thing you need to do is review the fundamentals of your brand. These are your basic brand markings. For instance, your main brand color has a psychological effect on your target audience. You see, it’s not an accident that the majority of the major fast-food conglomerates pick colors yellow and red (two colors that boost the appetite the most) for their brands. By picking a color, you’re already sending a message.
The same thing goes for every other aspect of your brand. Your company name, your slogan, the URL of your choosing, etc. All of them play a vital part in the so-called non-verbal communication between your brand and your clients.
While rebranding is often expensive and sometimes completely unnecessary, revisiting these fundamentals might just be the best way for your brand to improve its brand messaging strategy. While this is not something that you might be eager to do, it’s better to check.
Set Up Proper Goals
In order to know whether or not your strategy has been a success, you need to establish some goals. The worst thing you can do is allow yourself to be guided by your own subjective impression of how you’re doing. So, you need some solid criteria to rely on.
SMART goals are usually the way to go. SMART is, of course, an acronym for Specific, Measurable, Attainable, Relevant, and Time-based. This way, you get to quantify all that you’ve achieved quite effortlessly.
Bear in mind that in order for this to work, you might want to do some competitor research first, as well as draw upon your previous brand messaging strategies. What you’re looking for is something that you can actually (realistically) achieve. However, you need to be a bit more ambitious for this to feel like an accomplishment afterward.
Tone and Voice
Humanizing your brand is one of the most important steps when it comes to brand messaging. This is impossible without finding the right tone and voice. You don’t want to be seen as yet another faceless corporate entity. So, by using a tone and voice that they can relate to, you will increase their immersion in your brand message, as well.
Still, how do you find your tone and voice? Well, the first step is to find your audience. Keep your ear to the ground and try figuring out what kind of language your audience members are using when interacting amongst themselves. This is already a great starting point.
Keep in mind that vocabulary is also essential. You don’t want to be too technical, but you also don’t want to oversimplify your speech. This is why you need to work with experts. For instance, when addressing the audience on behalf of a dental practice, what you want is a dental management veteran in your corner. This way, you get to speak from the position of authority.
Emphasize Your Unique Selling Proposition
Finding out what that one thing that people want from you and putting as much focus as you can on it is usually the right way to go. Sure, there’s more to your brand/products/services than this one thing. However, customers sometimes do have a simplistic approach to the subject matter. Using this to your benefit is never a bad idea.
So, what are these unique selling propositions?
Well, it depends. For instance, your products may be of a higher quality than those of your competitors. Your prices may be lower, or your customer service superior. Whatever it is, you need to identify it in order to use it as a strength.
When it comes to branding, you need to shamelessly promote all your strengths. Sometimes, you can even overemphasize it to the level of a paradox. The use of formats like memes, skits, and comics can be used to further push this agenda. It all comes down to knowing how.
Choose the Right Means and Formats
The last step is all about the format of your address. This is important for outreach, closing the sale, post-sale re-engagement, and more. The first thing that comes to mind are slogans. They are brief, simple to memorize, and easy to define. Nonetheless, you have many additional options worth considering.
Generally speaking, brand messages are:
- Product and service message
In other words, you’re conveying messages both actively and passively. There are a lot of instances in which the customer being aware of the message might ruin the immersion. So, you might want to invest extra effort in subtlety and subterfuge.
The key component of a branded message format is consistency with your previous efforts. It takes so much time to build up a brand, all the while you’re sending a specific message. Changing your mind, contradicting yourself, or betraying the trust of your customers will set you back significantly. Your online reputation is one of the most important assets that you have (if not the most important).
In the end, the quality of a brand messaging strategy usually depends on the target audience and the industry that you’re in. Nevertheless, guided by the above-listed five principles, it really shouldn’t be that hard to create a powerful brand message and deliver it in the most impactful way. Just remember that consistency is just as important.
It’s not just about delivering the message, it’s about delivering the perfect brand messaging and repeating that message over and over again until it’s etched into the minds of your entire audience. Consistency and perseverance are the two most important things here.