How To Craft Pro Brand Messaging (Use This Strategy Framework)

When it comes to branding, you can either be proactive or reactive.

You can take control of the rudder and steer things in the direction you want them to go or simply allow the waves generated by the activities of your competitors and customers to land your wherever they please. 

Leaving things to chance is not a good marketing strategy or any other kind of strategy for that matter.

However, being in charge of your brand’s destiny will make you more competitive and put you on the path to becoming a successful brand.

As a business, what you communicate to your audience is what shapes their perception of your brand.

Your brand messaging strategy determines how you shape those perceptions and what impact they have on your brand success.

When it comes to branding, you can either be proactive or reactive.

You can take control of the rudder and steer things in the direction you want them to go or simply allow the waves generated by the activities of your competitors and customers to land your wherever they please. 

Leaving things to chance is not a good marketing strategy or any other kind of strategy for that matter.

However, being in charge of your brand’s destiny will make you more competitive and put you on the path to becoming a successful brand.

As a business, what you communicate to your audience is what shapes their perception of your brand.

Your brand messaging strategy determines how you shape those perceptions and what impact they have on your brand success.

What Is Brand Messaging?

Brand messaging is the art of defining and creating a set of key messages to act as a foundation and guide for all brand communication.

It involves finding and using the right words that both reflect your brand’s identity and the needs of your target audience to communicate a certain value and meaning to the target market.

This messaging is based on a clear definition of a brand’s core difference and ultimately their value to the market.

Effective brand messaging is influenced by the company’s positioning in the market, the products or services it offers, the benefits to the customers, based on the target audience and buyer personas who want or need what the brand is offering.

There’s an image of your brand that you want to paint, that you really want to own in the mind of your target audience.

The end-goal of brand messaging is to transfer the image of the brand as defined in the brand strategy, into the mind of the audience to ultimately influence them to a buying decision

Brand Messaging not Core Message

It is important to clarify that brand messaging is not the same as a brand’s core message which tends to be a single statement communicating a brand’s value.

Though the core message is a useful distillation of the brand’s value, it has limitations for the mobilization of the message.

Ultimately, you can’t just use the same statement over and over again to communicate to your audience.

A brand messaging framework, on the other hand, provides a pool of messages that cover the most important aspect of the brand’s meaning and value to the audience, which are used as a starting point or compass for all brand communication and marketing materials.

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The Three Sides of Brand Messaging

Though you’ll likely communicate many different messages throughout the life of the brand, there are three categories of messages that act as the foundational framework of messages that all messages should be able to slot into.

Defining the messages that fall under each category is where the magic happens.

Internal (Company) brand messaging

Values flow from inside out

Modern brands are akin to human entities with traits and beliefs that mimic humans.

Why? because humans can relate more easily to other humans than they can inanimate objects or corporate entities.

What your brand believes and what it holds dear in the way it does business should influence how the brand communicates so the audience develops a sense for who the brand is as a person.

External (Customer) brand messaging

No matter what you believe about your brand or products, you need a lot of effort to bring customers to a similar point of conviction.

That requires an intimate understanding of what goes on in the mind of the audience and what influences them.

Before developing your brand messaging framework, you need to understand the mind of the people you aim to influence.

Your audience research and buyer persona development sets the tone here whether you choose the guerilla research approach (scraping available free data online)  You can also send out a fresh survey to gather opinions from customers and potential customers or follow the traditional qualitative/quantitative approach.

Once you understand what makes your customers tick, it’s time to begin developing core statements that will highlight your brand’s value and approach in a way that makes you highly relevant to your audience’s wants, needs, fears and desires, not to mention their personality traits.

The Competition

Like it or not, your brand is competing with other brands in your space.

Knowing what your competitors are doing so you can outmaneuver them is a large facet of the game of branding.

To be an outstanding brand, your messaging should shine a light on your key differentiators, positioning, value propositions, and unique benefits to customers when compared to your competitors.