We’ve mentioned the term “brand message” in a few of our blogs but we haven’t actually gotten the chance to explain what exactly a brand message is, until now. In this blog, prepare to learn almost everything you need to know about brand messaging, why it’s important and how you determine one for your brand. Hopefully by the end of this blog, you’ll see how important it is to determine a brand message for your brand and how it affects your overall connection with your consumers.
What Is a Brand Message?
A brand message is basically a core statement that describes the overall essence of your brand, including your brand’s values, personality traits, unique selling points, and so on. This statement will then make everything else fall into place as you go about building a brand identity or guideline. In other words, Loren Weisman’s words to be exact, “The messaging has to come before the marketing and the discovery of the brand. This allows the foundation of what it will be built on, to be understood as much as possible.”. Therefore, anyone looking to build a strong brand should first and foremost determine a brand message to shape the rest. But wait, isn’t a brand message like a tagline? Actually, it’s not. Let’s get into how they differ:
Brand Message vs Tagline
It’s a common misconception that a brand message and a tagline are the same thing. In actuality, the term brand message and tagline are just related but not the same. The most apparent difference you can take into account is that a tagline is often catchy and short. It’s an external statement that you present to consumers, telling them who you are and what you do in a short and catchy way.
The brand message, on the other hand, is what you should refer to when creating a tagline. It’s an extended, more comprehensive statement that defines your brand, acting as an internal message that your brand is built around. If you still aren’t convinced that brand messaging is an important aspect of a brand, allow us to persuade you:
Why Is Brand Messaging Important?
Differentiation in a crowded market is always essential. How would your target audience find you in a sea of similar brands? Thus, a brand message is what can make you unique as it communicates what you do or offer, why you do it and why they should choose your brand.
Having a brand message provides a foundation that the rest of your brand is built upon. Imagine a building with inconsistent concrete blocks, it’ll surely be weaker than other buildings and probably last a short amount of time. So as for a brand, when it is consistent all throughout based on its brand message, it’s more likely to appear reliable and trustworthy and build a longer-lasting relationship with its consumers.
Fosters Emotional Connection & Builds Trust
As mentioned, having a brand message ensures consistency which makes a brand more reliable and trustworthy. On top of that, a brand message serves as a first impression that can make or break your brand-consumer relationships. A brand is more likely to be trusted when their brand message resonates with its consumers. Therefore, a strong brand message provides a good first impression which fosters trust and long-term brand-consumer relationships.
Boosts Engagement & Reach
Consumers like having a connection with a brand they’re interested in. Therefore, having a strong brand messaging that resonates with your consumers not only optimizes engagement but also expands reach by personifying the brand, improving brand awareness and recall, attracting new potential consumers.
How to Create a Brand Message?
Now that you know what benefits having a brand message can bring to your brand, let’s get into how you can create one:
To get to know your brand better, you always have to tap into your competitors. Learn what makes them strong or identify the gaps and see how you can possibly fill them. Knowing what your competitor’s strengths and weaknesses will give you an edge to come out on top and stand out in the market. It will help you pinpoint what unique selling points you want to showcase to your consumers.
Identify Brand Positioning
What value do you bring to your consumers that others don’t? What makes you different from your competitors and how do you fit in the market? These questions help you figure out a positioning statement and that takes you one step closer to determining what message you want the world to see.
Know Your Audience
When you’ve recognised what your brand’s unique selling points are, you can start to personify your potential consumer. With the help of market research and statistics as well, learn their preferences, pain points and desires. From there, you get to determine what combination of tones of voice and message that will most likely attract them and form a connection.
Develop a Unique Brand Voice
Once you know your audience and are familiar with your competitors, finding a unique brand voice that suits you is going to be easier. Define a distinctive tone, style and personality for your brand’s communication. This voice should resonate with your audience and connect with them to foster a strong relationship. Ensuring consistency of this voice throughout your brand is key.
Examples of Brand Messages By Popular Brands
Just so you can see how strong a brand message can be, let’s take a look at these three brands we all know and love:
Being one of the most recognisable beverage brands in the world, Coca-Cola is a great example of a strong brand messaging. Their brand message centers around the idea of enjoying life, creating happy moments with loved ones and spreading positivity. Since the beginning of their brand, their messaging has been consistent and it’s well communicated across all their marketing. Their tagline reflects this messaging well with a short but sweet “Open Happiness” which emphasizes the joy and unity associated with their products.
Everybody knows Apple and it’s apparent that their brand message of innovation and creativity communicates a commitment to making products that are beautifully designed while being user-friendly and life-enhancing. Their tagline, “Think Different”, reinforces this message and is consistently implemented throughout their marketing. This message highlights Apple’s dedication to pushing boundaries, setting new standards in technology, and making a difference in the world through their devices.
Nike’s brand message is all about empowerment and the idea that everyone can achieve greatness. It’s all over their brand and its marketing materials. Their tagline “Just Do It” is a call to action that encourages individuals to pursue their goals, no matter the obstacles. Nike’s brand message inspires a sense of determination, courage, and the belief that ordinary people can accomplish anything.
A brand message is the foundation of your brand and it encapsulates who your brand is and what it does. In the ever-evolving branding world, you need a strong brand message that’ll carry your brand and make it stand out amongst the crowded market. Therefore, creating a brand message with the tips we’ve provided will hopefully foster a meaningful connection between your brand and its targeted audience. In the long run, you might even see your brand prospering with a loyal consumer base. Think about how the brands we’ve mentioned earlier have managed to stay popular and still stand out within their respective industries. Your brand has that potential as well. If you’re doubtful about creating your brand’s message, our team at CR8 Consultancy is always ready to lend our expertise! Just give us a call and voice out your concerns.