What are elements of a successful brand messaging strategy?
Feb. 11, 2019, 10:19 a.m.
Every brand needs its voice. Brand messaging is the whole coherent language and phrasing that appear on your marketing materials. Proper messaging provides words that help your clients understand a company’s values. They tell a story that drives peoples excitement. It is much more than just a slogan or tagline – it’s everything that your brand says to promote itself. What are the elements of a brand messaging strategy that works?
• Understand your customers
You just must know them well. It is impossible to develop a successful strategy if you don’t know who it is aimed at. First of all, try to get as much information about them as you can: who are they, what do they care about, what language do they use in everyday life?
• Find what is your unique selling proposition
An attractive unique selling proposition is the heart of every brand messaging. If you want to be successful, you need to get to know what is worth to highlight in your messages. What makes your brand unique? What would your clients find unique? Why would people choose to buy from you instead of your competitors?
• Set your goals
How do you want to be perceived by the audience in the future? What do you stand for? Set a clear goal analyzing the previous information and decisions.
• Choose your brand style strategy
It is the foundation of your marketing strategy. How will you try to sell your brand? There are many different styles, depending on the industry, size of your company and its position on the market.
• Tell a story
That is not a secret – good stories sell. Every brand has a story, but a good story makes your customers emotionally connected with your brand. Your knowledge of both your philosophy and the customers’ values comes in handy at this point.
• Create key pieces of your brand
Now it’s the perfect time to be creative. Draft your overall company tagline and other messages. An ideal tagline should be short, memorable, unique and intriguing. Moreover, think of other elements of your brand’s identity such as logo, brand colors, imagery, shapes, fonts and more.