Brand messaging is about the words used by your company, product, or service. It's the language and phrasing that makes up your website, social profiles, your team’s external communication, and everything in-between.
Through our brand messaging, we're working to find the best possible way to communicate with our target audience in a style that engages them and educates them on your value proposition in the clearest way possible.
In this lesson, we will piece together your brand messaging using our guide.
Your tone of voice
From understanding your target audience (previous lesson), your vision, and your brand attributes, you can now define the tone of voice of your brand. This is all about HOW you say it, and not what you say.
Think about how you would talk to your target audience. Would a more serious tone be the best approach, or would something more relaxed/fun make a better impression?
The research you have done to establish your buyer personas is helpful when thinking about the tone. How did you chat with the people you spoke with? How did they talk to you? Learn from this experience to help define your tone of voice.
What do you do?
This is a question you will answer over and over again. This is your promise. This is how you explain what you do. The importance of this cannot be overstated. If you cannot clearly explain what you do, it does not matter how good your product or service is.
The best product does not always win.
The first one there does not always win.
The first one your customer understands wins.
Needless to say, it's important you get this right. How? Research and testing. Get out there and listen to how people describe your product, how they describe your competition, and the language they use. Then work to define your promise before returning and testing with your target audience to see if they understand and react positive. Do they immediately understand what you do? If not, edit and try again.
Out of all your messaging, taglines tend to get most of the attention. Everyone wants to have the quick snappy phrase that the world associates with their brand, but what role in your messaging does your tagline play?
In contrast to the above brand promise ("what do you do?"), a tagline aims to communicate with our target audience when we do not have their full attention. Without that attention, we need to get our point across as quickly, and with as little effort needed from them as possible, before they move on.
To come up with your tagline, work on narrowing your promise down to the bare minimum. Remember that it's better that one moves on knowing something about your company than nothing.
With our tone of voice, our brand promise, and our tagline we have three essential parts of our brand messaging. As you begin using your messaging, you will find the need to expand and introduce uniform sales and elevator pitches, messaging tailored towards different segments of customers, and more.
In the next lesson, we will move into visual branding and bring some color to our words!