The Critical Importance Of Brand Messaging Strategy

The importance of brand messaging is lost on most people in business.

That’s not an assumption, that’s based on my experience having worked with countless entrepreneurs over the years.

I can’t tell you how many times I’ve heard the question “How much for a logo?”, yet never in my career have I heard the question “how much for brand messaging?”.

Yet brand messaging plays a much more pivotal role in the end game of “branding”.

Branding aims to influence perceptions about a brand in order to persuade the audience to choose that brand over its competitors.

While the logo and visuals might steal a glance, it’s the brand message penetrates the mind and shapes perceptions.

The importance of brand messaging is lost on most people in business.

That’s not an assumption, that’s based on my experience having worked with countless entrepreneurs over the years.

I can’t tell you how many times I’ve heard the question “How much for a logo?”, yet never in my career have I heard the question “how much for brand messaging?”.

Yet brand messaging plays a much more pivotal role in the end game of “branding”.

Branding aims to influence perceptions about a brand in order to persuade the audience to choose that brand over its competitors.

While the logo and visuals might steal a glance, it’s the brand message penetrates the mind and shapes perceptions.

Importance Of Brand Messaging Strategy
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What Is Brand Messaging?

Brand messaging is any and all communication your brand delivers to your audience across all touch points.

Now on the face of it, that might seem like a very broad way to describe your brand message, and it is.

But your brand touches your audience at many different touch points and each one of these touch points is an opportunity to influence their perceptions of your brand.

These touch points can include:

Website copy

Advertisements

Blog Posts

Email marketing

Video

Packaging

Business cards

Brochures

Point of sale

Customer Service Reps

Social media posts

If your brand message is not strategically developed to shape all of these touch points, then your brand will be misaligned and inconsistent both of which lead to confusion, then distrust.

Ultimately, your brand message is everything you want your audience to understand about your brand.

Your brand lives in the mind of your audience.

If you don’t take the time to develop your brand message at every touch point based on what you want your audience to understand about your brand, then each message is a missed opportunity to shape the mind of your audience.

The Core Brand Message

The term “Core Message” is a popular one in the branding arena.

Most articles you read will provide you with some kind of formula to create a paragraph of text that is essentially your core message.

Although it’s important to have a message that communicates the most important thing you want your audience to know about your brand, this is not enough to shape their perceptions.

To give your brand the best possible chance of living in the mind of your audience with the perception you are aiming for, you need to feed that perception with everything you want them to understand about your brand.

And in spite of the fact that most “core message” articles promote this body of copy as the Holy Grail in messaging, it’s only one slice of the whole pie.

Your brand needs more than a body of copy to shape the mind of your audience. It needs a brand messaging framework.

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What Is A Brand Messaging Framework?

Your brand messaging framework consists of multiple bodies of copy with each representing a key message you want your audience to understand about your brand.

These key messages include:

  1. The audience

  2. The position

  3. The differentiator

  4. The value

  5. <