Instagram
Facebook
Twitter
YouTube
Brand messaging is how a company curates and delivers its values and core message to the public. To convey this message, a company must first define what it expects the public’s perception of their brand to be. The process of defining a brand and the strategies to portray it is called brand messaging.
Regardless of the medium you choose to promote your brand; the brand’s messaging needs to be consistent. Read on to learn how to define & implement your brand’s message.
What is Brand Messaging?
Brand messaging is defined as the tone of voice used in communication and the main messages and values that a company uses when speaking to its audience. As a business owner, your target market, the services and/or products you sell, and your value proposition will all have a direct impact on your company’s brand messaging. It’s essential to set this standard and define your values before you start your company’s advertising strategy to ensure consistency across all communication. Slogans are a great example of brand messaging, something that is used repeatedly to enforce your company’s values and the personality of your brand.
Images sources:
https://www.mcdonalds.com/ca/en-ca.html
How To Create The Framework for a Successful Brand Messaging Strategy
In order to define your brand message, you first need to define your audience, your competition and the platform your target market operates in. This will help you to determine how you communicate your brand. Here are the aspects you should look at when curating your brand messaging.
1. Identify Your Audience
The first thing you should ask yourself when developing your brand messaging is who are you talking to? Defining your audience in the form of a persona or target market profile will help you to form the message that appeals to them the most.
2. Look at the Competition
Your competition is likely to have a similar target market or persona. How do they speak to their audience? Where do they speak to their audience? Does their message resonate? Both good and bad examples of brand messaging and communication can be helpful to you as you cultivate your own message.
3. Current Market & Communication Trends
In addition to your competition, look at the current platforms your target market operates in and how brand messaging is portrayed on that platform. As Canadian philosopher Marshall McLuhan said, “The medium is the message.” Your message is influenced by the platform you deliver it on. Be sure to research the communication trends for your platforms of choice and design your messaging to align with similar messaging on that platform.
4. Define Your Value Proposition
Your value proposition is the basis of your communication strategy. Defining your company through what it does, offers and brings to market help you to solidify your value proposition. This becomes the starting point for your brand messaging plan. What does your company stand for? It could be anything from innovation to sustainability to price-based value and beyond. Use your value proposition to guide the language you use in your brand messaging and your approach to communication.
5. Define Your Brand’s Language & Tone
A crucial part of your brand messaging and one of the last touches is the tone of voice you’ll use to portray your brand’s message. This tone of voice will be guided by your target market profile or persona and your value proposition. Based on these elements, you may decide that you want to come from a place of creativity, expertise, light-heartedness or other countless tones. Once your target market and value proposition are defined, the tone you choose set should be obvious. Take care to tailor your communications to suit this tone.
6. Establish Communication Guidelines
Setting up guidelines for communication can help to ensure that anyone creating messaging for your company consistently maintains your brand messaging. Create a set of rules and standards and share this throughout your company to ensure brand messaging remains consistent throughout your organization. Share your brand messaging with your staff and get them excited about your brand!
Expand Your Reach With Coffee News
Regardless of who you’re trying to reach, Coffee News is a great publication to get your message in front of a new audience. When it comes to local publications, Coffee News can’t be beat in terms of exposure or strong reputation. Our weekly publication can be found in locations across Alberta, from restaurants and coffee shops to community buildings to professional offices. Place an ad with us and see the BIG results for yourself. Call 780-220-6397 today!