Monday, July 25th, 2016
What is the one thing that should tie together every piece of content you create? Brand messaging.
Brand messaging refers to the underlying value proposition conveyed and language used in your content. It’s what makes buyers relate to your brand by inspiring them, persuading them, motivating them, and ultimately making them want to buy your product. Here are a few examples of brand messaging in the form of slogans:
- Nike: Just do it.
- Salesforce: No Software.
- Adidas: Impossible is nothing.
Taglines are catchy, but there’s a lot more that goes into your brand messaging than stringing a few words together with enough flair to make them memorable. Product positioning, key benefits, brand pillars, value proposition, audience, and tone are just a few items that need to be taken into consideration. Together, these elements combine to create a full messaging framework.
Your positioning statement defines where you fit into the marketplace. Keep your ideal buyers in mind so that you’re always working toward messaging that will resonate with their needs, motivations, interests, and pain points.
Your mission statement takes a more visionary angle. What do you hope to accomplish? What is your ultimate goal? What are your core beliefs?
Define the tone that you want to use for your brand. Are you going for more of a fun, playful brand? Is your audience made up of c-level execs, and therefore requires a more serious tone? It can help to compare your brand to different celebrities, songs, other companies, movies, cities, and more get a feel for a tone that would be most appropriate for your business (“If my brand were a celebrity, it would be George Clooney”).
Elevator Pitch. How would you describe your brand in 30, 60, or 90 seconds — to your audience, not to one of your coworkers? This exercise can go a long way toward simplifying your brand messaging.
Brand Pillars. Describe the three most important selling points of your product. Each brand pillar will then be supported by a key benefit statement and supporting examples. These pillars will really inform the focus points of your marketing content.
Summing-up: Once you’ve filled in each of the items above you’ll have a solid messaging framework in place. Use it to make sure your go-to-market messages are all consistent, and to tie all of your pieces of content together. This will ensure the customer experience isn’t fragmented by mismatched messages, and most importantly, will help your buyers see your brand the way you want it to be seen.