First things first: What is a Brand Message?
Before we find out how to create a brand message we need to understand what a brand message is. Your brand message tells of the underlying value your proposition offers. It should resonate and be moving, inspiring or motivating – driving your customer to choose you over competitors. You can communicate your brand message to your audience through both verbal and visual cues, and though your message doesn’t have to be the same for every piece of content, each item should be consistent in tone and hitting key points.
Might be of interest – Brand Messaging Service
Why Should You Create a Brand Message?
Once you have clear brand messaging your brand will be easy to decipher from competitors, and clear to communicate for your team. Internally, clear messaging reinforces the company ethos for individuals and ensures everyone is singing from the same hymn sheet. It also becomes more seamless to create content, as there is a set foundation and intention for all communications. All of this contributes towards building a strong brand with consistent experiences.
What Makes You Stand Out?
Before focusing on the brand message and the type of message you want to present, you first need to understand what makes your brand stand out. You also need to consider your audience and be selective as to who this is. The more targeted you are with your audiences, the more targeted you can be with your messaging and ultimately the more personal and meaningful it will become.
Use Your Website
When producing a website, you typically need to include a lot of information about your business. Topline pages like ‘About Us’ should showcase messaging such as your proposition, values, story and vision. Throughout your website will be content that serves specific purposes. Messaging should be woven throughout to ensure we hit our key points and are consistent with the user’s next brand interaction.
We are commonly asked at social gatherings ‘what do you do?’. Beyond that, professionally we are often asked to introduce our business and describe the offering. This is an Elevator Pitch as you have about the time of an elevator ride to capture someone’s intrigue. If you are a bit flummoxed trying to piece together information, it can be a very underwhelming experience for you and the listener. An Elevator pitch ensures you and the entire organisation know how to encapsulate the brand quickly and concisely. You can have short and also long-form elevator pitches, which provide key messaging if the listener wants to hear in-depth information.
Might be of interest – The History of The Elevator Pitch
From ‘just do it’ to ‘because you’re worth it’, we have seen taglines used throughout modern culture. A tagline can be a persuasive way to spread your brand message and shouldn’t be overlooked. At times, a brand mark isn’t sufficient in communicating what your business does or what they are trying to convey. A tagline can be a useful tool to link your brand with informational or emotional subtext. Recently Fellow worked with Good Nature to develop, not only concise key messages, but also the tagline ‘Wellbeing. Well-made.’ – overall an organic and high-quality identity that echoes its products.
Creating a Brand Message
Long term growth is key to a successful brand. Understanding the message of your business and displaying it effectively takes expertise and craft. If you want to learn more about how your brand messaging can be more meaningful, contact us.