According to Rock Content, Brand Messaging is “the set of practices that define how a company will deliver its value proposition and communicate its business values”. This refers to the tone, voice and core message that the company puts out. In every form of advertising, whether online or the traditional method, a brand should have a consistent message and a consistent way of conveying the message to its audience.
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There is always a brand message for every company that knows what it is doing. And if as a business owner, you do not have one, you need to draft one. In this article, I will be highlighting the various ways to define your brand message. Let’s go!
One of the most important things to do to be successful in any business is to know your audience. That is, who are you selling to? What are their pain points? And how are you meeting their needs? Your audience will determine what your brand message will be.
If your audience covers nursing mothers, your brand message will definitely not be the same as one that has an audience of athletes or sports enthusiasts. So, know your customer profile, and do your research on their buying behaviour. This will help you determine what your message will be.
There are certain situations where borrowing ideas will not be a bad idea.
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Here is what I mean. Look out for thriving brands, check out their products/services, their business model and the kind of message they put out. Check their social media interactions and ads. What feeling do you get when you see or hear the names of those brands? It will give you an inkling of how to develop yours.
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Define your value proposition
A value proposition is everything. It refers to the purpose of the company, what it is, what it stands for and the value it adds to the market. Your business isn’t just existing. There is certainly a reason why you founded the business in the first place. If there is no purpose, then your business is like every other random one in the marketplace.
Defining your value proposition will guide you on how to configure your brand message. You must first understand what your business means and share it with your team before you convey it to the public. They cannot patronize what you don’t understand, yourself.
This can also be regarded as a slogan. It is the word or phrase that accompanies a company name. It usually defines what the company is all about. For instance, Nike has the tagline, Just do it.
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It is a reflection of the feeling they want their prospective and already existing customers to have when they see or wear their product. It conveys the message of adventure, accomplishment, exploration, etc. It also gives this sporty vibe.
When you have a brand tagline, you will draft every content with respect to it. So, your social media, blog and ad content should carry the message which your tagline conveys.
These go hand in hand. At this stage, your focus should be on what language you will use to convey the message of your brand. What kind of terms and expressions will be used? Do you want to apply a serious tone or one that is more of fanfare? You can create a full-blown brand book that contains all communication guidelines. However, ensure that there is always consistency.
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This article was first published on 4th June 2022
chidiogo-akaelu
Chidiogo Shalom Akaelu holds a degree in English and Literary Studies, from the University of Nigeria. She is a freelance writer, editor and founder of Loana Press, a budding online publishing outlet.
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