You know who you are. You know who you serve. You have to understand your brand and your audience before moving forward. Now, it’s time to answer that last question – what are you going to say?
Finding Your Voice
Messaging. It fills the content of your website, your social media posts, and your email blasts to customers. Your existence as a business is going to be filled with messages. And while this messaging takes many different forms, the core of the message should be cohesive and similar across all of your platforms. Every time you communicate to your audiences, you want to make sure that messaging is branded, clearly stated, and familiar.
When determining messaging, I like to think that there are 3 different types of messages you’d like to send: brand-focused messaging, problem/solution messaging, and messages containing specific details. Let’s dig into these 3 different categories and how they can help you craft a more focused marketing campaign.
Problem + Solution
What’s the problem? How is your brand the solution?
The problem + solution message answers the most basic question audiences have – why do they care about your brand? This should be a single, clear message about how your product/service solves this specific problem the audience is having. Here’s an example:
- Problem: I need to travel around my city, but I don’t have my own car and public transportation is too slow and complicated.
- Solution: Ride-sharing services give you the ease of having a car take you from point A to point B without having to own your own car and without having the high price of a taxi service.
Identifying your problem + solution message can be as easy as outlining it as seen above. This is a solid message that can help argue why audiences need your product. When it’s time for them to determine why your product over competitors, you come in with the brand-focused messaging to show what sets you apart.
When you want to talk about yourself, what do you say?
Brand-focused messaging lives on your website and most of your marketing materials. It’s what you want to communicate to your audience about who you are as a business. All of the elements detailed in Chapter Two: Find Yourself can be integrated into developing a brand-focused message. These messages can be details about where you come from (brand story), what you stand for (brand values), how you’re different from other businesses, brand personality and more.
When communicating brand-focused messages to your audiences, you want to be repetitive, stay consistent, and vary up the message platform. Communicate your personality through a blog post, an email blast, and a fun video. Communicate your values by creating a Twitter campaign or an interactive infographic.
Just These Details
Straight to the point.
This kind of messaging is used when it’s time for you to communicate with your audience about special offers, business events, updates on contract details, and more. While these messages may seem banal and unimportant on the branding side, they show a real chance for you to communicate who your brand is on another level. What word choice do you use to communicate detailed messages? What visuals accompany these messages? Find ways to fill your basic messages to audiences with your brand’s personality.
Putting it All Together
Your brand story, target audience, and message all come together to form your Brand Identity. Find a cohesive way to bring these elements together (along with brand assets like iconography, logos, and color schemes) to guide all marketing decisions. Having a cohesive Brand Identity makes every level of your business easier – from finding new audiences, creating content, and promoting your product/service. If you’re interested in discussing branding further, shoot me an email at firstname.lastname@example.org.