As we know from the previous episode in our branding series, logos are just the tip of the iceberg when it comes to a business' brand. We believe every business should invest time in brand messaging. That’s what Kevin and Alea discuss in their episode of SquadTalks over Coffee.
Simply put, brand messaging is what you say and how you say it. When done well, it should fill in the natural story structure in people’s mind, where they are the hero of their own story. Your message should resonate with who they are. They don’t want to waste their time, so it’s got to be clear that what you offer is meant for them. You understand them and can solve a core problem they have. That’s what brand messaging accomplishes.
If you think about it, brands that execute on this well can be identified by a single phrase. Think:
There are some things money can't buy. For everything else, there’s MasterCard.
This kind of identification can happen because of “catchiness” but more so it’s because of its clarity. The message informs and speaks to an experience many people understand.
It’s true that a picture is worth a thousand words, but that is also the problem. Associating just one word with a picture can give clarity and evoke the proper emotion. Words are powerful and context is everything.
As we alluded, the foundation of business storytelling is identifying your audience, who they are, and what they need. more than demographics, your target audience is likely unified by common problems, and therefore, compelled by what can you offer to resolve this problem. Develop an understanding of your audience’s desires and plan to offer a solution. This is foundational to brand messaging.
Your audience probably has has common traits and preferences. Another aspect of brand messaging is tone of voice. Be intentional and clear with this. Figure out what makes sense for your business and be consistent with it that way it’s easily recognizable. Lack of caring about tone of voice can run the risk of alienating potential customers. It can also turn you into “just another business.”
If you haven’t given enough attention to brand messaging in your business, Kevin and Alea work alongside business leaders all the time to achieve this. Brand messaging can help your business sustain as a brand for many years to come. If this is something your business needs help with, let us know here.
Watch the full discussion between Kevin and Alea below to hear more advice on how to refine your brand messaging and better reach your audience.