What are The Elements of a Successful Brand Messaging Strategy
Brand messaging is a main term for the words used by your brand. It’s the language and phrasing that displays on your websites and in other materials which is used by you to promote yourself. This can range from product messaging to marketing messaging – everything in between is also included.
Though slogans and taglines form a part of your brand messaging strategy, it is much more than that. It’s not even your brand itself (although a major part is played by it in developing a successful brand).
To create a brand that customers can connect to on an emotional level, a consisting brand messaging that reflects a brand’s value as well as speaks to its audience is vital.
You need 5 elements if you want to craft an effective brand strategy.
1. Know Your Unique Selling Points (USP)
An attractive USP is at the core of every effective brand messaging strategy. USP is the qualities of your brand which makes your brand stand out from others and it acts as reasons why consumers should buy your brand rather than that of your competitors.
Are you not aware what your USP is? The below given questions can help you find out.
· Why are you different? This is such an easy and obvious question but it’s the biggest and most important piece of the puzzle when it comes to finding out your USP.
· What is the problem (or problems) your product is capable of solving? Is your product going to help your customers do something faster, make their life easier?
· Why should someone choose your product? The chances are even your competitors also have USPs. Consider this and then tell your product is still the best.
2. Understand Your Audience
You can never make an effective brand messaging strategy if you aren’t aware of who is your target.
This simply means, you need to know the following before going any further:
· To whom are you marketing
· What are the things for which they care and value
· Language that’s used by them and they’ll respond to
If you’re already trading, this information would be very easily accessed by you. Within the ‘Audience’ section of Google Analytics, a detailed demographic data is available. Data can also be collected by you if you’ve a Facebook page.
Do you need more data? You can help from post purchase surveys. You’ll be able to create a complete picture of your target audience. The only thing you’ve to keep in mind is keep your surveys short. You can do this by taking help from SurveyMonkey & KeySurvey.
Collecting data will be a bit difficult if you’re still developing your brand. If this is the case, you’ll have to collect data from your competitors’ audience.
3. A Story
There is a story behind every brand. If you tell your story in a good way, it can help your customers connect emotionally with your brand. It should also be at the heart of your brand messaging strategy.
Ask these questions if you’re unsure what your story is how to tell it:
· What is the reason for your product’s existence?
· How it came to market?
· What is the meaning of your product to you?
May be the most important is:
· What does your product mean to your customers? (You may need to use marketing research to inform this bit if your product is new to the market).
4. Clarity in Your Goal
Stories are not the only things that help consumers form emotional connections with brands. Consumer market is increasingly becoming socially conscious so the companies that are striving to do good things resonate with it.
The term “goals” means how you’ll try to change things?
What do you stand for?
You should look at the bigger picture.
You don’t have to go to an extreme like donating 50% of your profit to a charity. A social issue you care about beyond making money can play a big part in creating an effective brand messaging strategy (and establishing a successful brand as a whole).
5. Brand Messaging Recommendation
Your brand messaging recommendation should include the below given points:
· USP of your brand
· An in depth description of your targeted audience (or audiences)
· What your company stands for and its aims
· Any slogans or taglines you use
· Any other messaging that can be used
· The story of your brand
· The tone of voice that should be used while messages for your brand
· Words or phrases you don’t want to use in your brand messages
· When these messages or tone of voice need to be used
These recommendations should be distributed to each and every member of your team and to any agency or freelancer your brand works with.