A Practical Guide to Building Your Brand Message (with Tips & Examples)
Your brand message is a crucial piece of connecting with your audience and setting your business apart. But the struggle to define your brand message can leave you feeling overshadowed in a crowded marketplace.
This post will guide you through developing your brand message and transforming those challenges into a clear, confident brand identity. You'll learn how to articulate your unique value, resonate with your audience, and distinguish your brand with clarity and impact.
Let's get started.
What Is Brand Messaging?
Brand messaging is more than just a piece of your overall business plan. Your brand message is what makes your brand unique.
Think of it as the voice you use to talk to the world. It's how you share your values, tell your story, and connect with customers personally.
Imagine a coffee shop that sells coffee and creates a cozy haven where people gather for community and conversation. Their brand message might highlight warmth, welcoming vibes, and a commitment to local flavors.
When you get your brand message right, it helps customers understand and remember who you are. It's what makes them return to you instead of going elsewhere.
What Are the Benefits of Brand Messaging?
Imagine your brand message as a powerful magnet, pulling in interest and loyalty from customers. Your brand messaging is a tool that can transform the way your business is perceived and received.
Here’s how effective brand messaging can benefit your business.
Builds Brand Identity
A well-crafted brand message solidifies your brand's identity, making it distinct and memorable. It's like giving your business a personality that resonates with your audience.
Improves the Customer Connection
When you articulate your values and vision, your messaging creates an emotional connection with your customers. That emotional connection could mean the difference between a one-time purchase and a lasting relationship.
Differentiates from Competitors
Your brand message helps you stand out in a market flooded with options. It's not just what you offer; it's the unique “why” and “how” that sets you apart.
Guides Marketing Strategy
Every ad, post, or campaign is more effective when rooted in your core brand message. It ensures consistency across all platforms, so your marketing always hits the right note.
Increases Customer Loyalty
A strong brand message fosters trust and loyalty. Customers are more likely to return to a brand they feel understands and aligns with their values.
Clarifies Your Offerings
A clear brand message makes it easier for customers to understand what you offer and why it matters to them. It's like a beacon that guides them to your products or services.
Supports Business Growth
Consistent and compelling messaging can drive business growth by attracting new customers and retaining existing ones, paving the way for long-term success.
Internal vs. external brand messaging
Let's break down brand messaging into two key types—the conversations you have within your team (internal) and the ones you share with the world (external).
Both are essential, but they play different roles.
Internal Brand Messaging
Internal brand messaging is the messaging you use inside your business. It includes things like your values, mission statement, or the culture you want to have in your business.
For instance, as a solopreneur, your focus might be creativity and flexibility. Your internal messaging will guide your approach to projects and interactions with any freelancers or contractors you collaborate with.
This internal messaging keeps you aligned with your business goals and helps maintain a consistent approach in all your professional relationships.
External Brand Messaging
External brand messaging, on the other hand, is the messaging the public sees. It's the voice and message you put out in your ads, the tone and content of your social media posts, and how you interact with customers through service and support.
For instance, if you're an ADHD coach, your external messaging could be evident in social media posts that offer insightful tips on managing ADHD, engaging infographics about ADHD coping strategies, and success stories from your coaching sessions.
In your ads, you might emphasize your unique coaching approach, highlighting how you tailor strategies to individual needs.
This external messaging informs potential clients about your services and establishes your brand as a knowledgeable, approachable, and specialized resource in the ADHD community.
The Key Elements of Effective Brand Messaging
Crafting your brand message is like putting together a puzzle. It involves different pieces—from figuring out what your brand stands for to how you want to sound to your audience.
Each part, whether it’s your brand’s core values or the way you talk, works together to build a message that's uniquely yours.
Let's walk through these steps.
Defining Your Brand Identity
Defining your brand identity sets the foundation for your business's personality. It's about expressing what makes your brand unique and how you want the world to see you.
For example, imagine you run a local artisan bakery. Your brand identity might revolve around handcrafted quality, community spirit, and the warmth of homemade food.
This identity shapes everything in your business, from your bakery's rustic and inviting design to the friendly, conversational tone in your social media posts.
Nailing this identity is crucial as it influences every aspect of your business, ensuring that your marketing and customer interactions consistently reflect your bakery's homegrown, welcoming character.
Create your vision statement
Your vision statement is like your brand's dream for the future, showing what you aim to achieve.
Let's say you have an eco-friendly home goods store. Your vision statement might be, “Making every home a haven of sustainability.”
It should be a big goal but one you can reach. It paints a clear picture of the impact you're aiming for.
Think of it as the dream that guides and inspires your business daily.
Identify Your Brand's Values and Mission
Figuring out your brand's values and mission is about nailing down what your business truly stands for.
Take, for example, a platform dedicated to women's education. Its values might be empowering women, spreading knowledge, and building a community.
A fitting mission statement could be “Educating women to unlock growth and opportunities.”
Your values guide every choice you make, keeping your business true to what it believes in.
Your mission statement, on the other hand, is a declaration of what your business is here to do.
Together, these elements create a strong identity about your brand’s core values.
Do competitor analysis
Getting a handle on your competitors' actions is crucial for setting your brand apart. Look at their strengths, weaknesses, and how they’re reaching out to potential customers.
For example, if you’re a graphic designer, analyze other designers in your field. Notice if they focus heavily on corporate branding but perhaps overlook the small business market. Your unique selling point (USP) could be your specialized service for small businesses, offering personalized, affordable design packages.
This deep dive into your competitors' offerings and styles isn’t just busy work.
It’s your treasure hunt for that special something only your brand offers – like a specific service or a unique way of interacting with clients.
It might be your approachable style, your knack for understanding the unique needs of small businesses, or even the creative flexibility you offer that larger firms can’t match.
Finding this key differentiator is vital. It’s what makes your brand memorable and why customers will choose you over others.
Crafting Your Brand Message
As you begin working on your brand message, you want to align what your brand stands for with what your audience cares about.
Understanding Your Target Audience
Understanding your target audience's pain points and problems is critical. Your messaging will never work if you don’t get this part right.
Start by diving into their daily challenges and frustrations. This means listening to what your customers are saying, keeping an eye on social media, and doing your homework with some market research.
Let's say you have an online fitness platform for busy professionals. Here’s how you'd get into their heads:
Lifestyle and Challenges—You're looking at folks who are pressed for time but still want to stay fit. They’re after quick and effective workouts that fit easily into their packed schedules.
Goals and Aspirations—Balance is their mantra. They want to juggle fitness with work and personal life without dropping any balls. So, your content should talk about reaching fitness goals in ways that mesh with a non-stop lifestyle.
Communication Preferences—They don't have time to wade through fluff. They need fitness tips that are straight to the point and easy to implement.
Once you've got a handle on these points, your fitness platform can tailor messaging and programs that hit home for these busy bees.
Your messages could focus on snappy fitness victories, time-efficient exercises, and finding that sweet spot between staying healthy and keeping up with a hectic career.
This way, you’re speaking directly to what they need and how they need it.
Create a brand positioning statement
Now, let's talk about your brand positioning statement. Think of it as your way of saying, "This is who we are, and this is why you'll love us." It's a clear, concise statement that explains what sets your brand apart.
Let's say you run a boutique digital marketing agency specializing in eco-friendly and sustainable brands. Your brand positioning statement could be:
"At [Your Agency's Name], we're all about empowering eco-conscious businesses. With our innovative digital marketing strategies and a deep passion for the environment, we help sustainable brands make a big impact and get the recognition they deserve."
This statement is more than a list of services.
It plants your agency firmly in a specific market niche (digital marketing for eco-friendly brands). It shines a light on what makes you different (your mix of environmental focus and marketing know-how), all while clearly pointing out your ideal clients (businesses that care about sustainability).
It’s a compact but powerful snapshot of who you are, what you do, and the unique value you bring to your clients, guiding everything from your website copy to your ad campaigns.
Decide on your brand messaging pillars
Think of brand messaging pillars as the big ideas that shape your brand's story and communication strategy. They're like the main themes in a book, the messages you keep coming back to in all your brand’s conversations, whether that's in marketing, storytelling, or client interactions. These aren't just your values or the services you offer; they're the overarching concepts that weave everything together.
Take a graphic designer, for instance. Their brand messaging pillars could look something like this:
Creative Vision—This is all about showcasing their unique style and how it brings an extraordinary flair to client projects.
Client-Centric Design—Here, the focus is on tailoring the design process to fit each client's needs and goals.
Impactful Branding—This pillar emphasizes the designer's role in crafting brand identities that leave a lasting impression.
These pillars should shine through in everything from the designer's website copy to how they engage on social media and talk to clients.
Choose the tone and voice for your brand
Choosing the tone and voice for your brand is about deciding how you want to communicate with your audience.
The “voice” is your brand's personality - is it professional, friendly, authoritative, or playful? The “tone” can vary depending on context and audience, but it should always align with your brand's voice.
Let's consider a boutique organic skincare brand.
The voice of this brand might be warm, caring, and knowledgeable, reflecting its dedication to wellness and natural beauty.
The tone, however, might vary: it could be nurturing and gentle when offering skincare advice, enthusiastic and passionate when discussing new product launches, or more serious and scientific when explaining the benefits of organic ingredients.
Deciding on a brand tone and voice ensures your brand communicates consistently, building a recognizable and relatable personality. Whether through website content, social media, or customer service, your brand's unique voice and tone create a cohesive and engaging experience for the audience.
Create a tone and style guide
Deciding on your brand’s tone and voice is like choosing how to talk with your audience.
Think of the “voice” as your brand's personality. Is it more like a professional in a suit, a friendly neighbor, an authoritative expert, or the life of the party?
The “tone,” on the other hand, is about how you adjust your message for different situations. It changes depending on who you're talking to and what you’re talking about, but it always matches your brand’s overall personality.
Take a boutique organic skincare brand as an example. Its voice might be warm, caring, and knowledgeable – like a trusted wellness advisor.
When giving skincare tips, the tone could be gentle and nurturing.
When it’s about new product launches, it might switch to being more enthusiastic and passionate.
And while explaining the science behind organic ingredients, it becomes serious and informative.
This thoughtful mix of tone and voice helps your brand talk consistently across all platforms – from your website to social media chats to customer service calls. It gives your brand a distinct personality that people recognize and relate to, no matter where they interact.
Communicating Your Brand Message Effectively
Getting your brand message across is more than just having the right words. Picking the proper channels is crucial. Think social media for quick chats, email for more detailed messages, your website for the full story, or face-to-face for that personal touch.
Each channel connects with your audience differently, but your core message should always be the same.
For instance, a tech startup might use the instant vibe of social media to engage users while offering more in-depth content through blog posts.
It’s also important to weave your brand message into everything—from your website to your business cards, social media, and product packaging.
It’s like telling a story that’s so well-knit; no matter where customers bump into your brand, they feel the connection.
And don't forget the people you team up with, like your social media guru or the freelancer who handles customer emails.
They're key players in spreading your brand's vibe. They should get what your brand is about.
Keep them in the loop with regular updates and straightforward chats. This way, everyone you work with, no matter their role, will be on the same page
Evaluating and Refining Your Brand Message
Make sure your words hit the mark and connect with your audience. You want your message to be crystal clear and truly resonate. Here are three steps to help you do just that:
1. Choosing the Right Channels
Pick platforms where your audience hangs out. For example, places like LinkedIn and Instagram are great for getting your message out if you're targeting young professionals.
2. Consistency Across Touchpoints
Keep your message steady across different spots – your social media, website, even in emails or direct conversations. It's not about saying the same thing every time but keeping the heart of your message the same, no matter how or where you're saying it.
3. Alignment with Collaborators
If you're working with freelancers or contractors, make sure they get what your brand is all about. A simple catch-up now and then or a project brief can help keep everyone on the same page. It’s all about making sure they can help spread your message in a way that’s true to your brand.
Examples of brand messaging
Let's look at some big-name examples to see brand messaging in action. While these are large companies, their principles can offer valuable insights for businesses of any size
Nike’s Brand Message
Nike's brand message is a standout example of simplicity's power. Their iconic slogan, "Just Do It," is an invitation to challenge yourself, to be more. It's a message that resonates with everyone, from elite athletes to everyday fitness enthusiasts, emphasizing empowerment and the pursuit of personal excellence.
Nike has masterfully blended this message with high-profile endorsements and community initiatives, transforming their brand into a symbol of athletic prowess and personal achievement.
Their message has been vital in transforming Nike from a mere athletic wear company into a source of inspiration for people to explore their full potential
Apple’s Brand Message
Apple’s messaging is a masterclass in showcasing innovation and elegance.
The "Think Different" slogan perfectly captures Apple’s dedication to breaking norms and redefining technology. It's not just about the products; it's about how they fit into and amplify the users’ lifestyles.
Apple positions its devices as tools for creativity, productivity, and personal expression. This message has built Apple a loyal following that sees its products as the pinnacle of modern design and user experience.
Consistently focusing on innovation, ease of use, and stylish design, Apple has crafted a brand identity synonymous with industry leadership and cutting-edge technology.
Elevating Your Brand Message
A strong brand message is the secret sauce that connects your business with your customers. It’s what turns a casual look into a lasting relationship.
So, why wait? Now’s the time to use what you’ve learned and create a brand message that really pops.
But if you're thinking, “This sounds great, but I could use some help,” I'm just a message away.
Let’s work together to shape your brand message into a story that grabs your audience’s attention and keeps them returning for more.
