How To Develop Strong Brand Messaging - Actionable Guide

How To Develop Strong Brand Messaging – Actionable Guide [2024]

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Building a credible brand is not easy. It takes a lot of work to reach people and successfully gain their trust. And the overall process will involve implementing several strategies to successfully promote your brand to the right audience.

However, you first need to work on developing a proper brand image, having your own brand messaging with clear positioning, voice, tone, etc.

Today, you will get an actionable guide on how you can build up a strong brand messaging the right way.

Throughout this guide, you will learn the elements involved and the steps required to come up with the perfect brand message that will help you become trusted and credible.

Let’s begin.

What Is Brand Messaging?

Brand messaging refers to the consistent communication of a brand’s value proposition, personality, and key messages to its target audience.

To conduct brand messaging, you will have to craft and deliver a cohesive and compelling narrative that conveys your brand’s identity, purpose, and unique selling points. Effective brand messaging will help you create a strong and memorable brand image, creating a connection with consumers and influencing their perceptions.

Key components of brand messaging include:

  • Brand Positioning
    Clearly define where your brand stands in the market and how it differs from your competitors.
  • Value Proposition
    Communicate the unique benefits and value that your brand offers to your customers.
  • Brand Personality
    Establish your brand’s character, tone, and style of communication to resonate with your target audience.
  • Key Messages
    Identify and prioritize the most important points that you want to convey consistently with your brand across all communication channels.
  • Target Audience
    Understand the needs, preferences, and characteristics of the audience you are trying to reach with your brand.
  • Consistency
    Ensure that the messaging remains consistent across various touchpoints, including advertising, social media, websites, and other marketing materials.
  • Authenticity
    Build trust by aligning messaging with your brand’s values and delivering on promises.

Effective brand messaging will help you create a unified and recognizable brand identity, making it easier for consumers to understand and connect with your brand. It is an essential aspect of building and maintaining a strong brand presence in the marketplace.

Internal vs. External Brand Messaging

There are two types of brand messaging:

  1. Internal Brand Messaging
    This is when you target your internal audience, including employees and stakeholders. The primary goal here is to align everyone with the brand’s mission and values. This messaging inspires and motivates employees, fostering a shared understanding of the company’s culture and objectives. Delivered through internal communications and meetings, it ensures consistent representation of your brand internally and externally.
  1. External Brand Messaging
    In this case, your brand messaging is aimed at external stakeholders, such as customers and investors. Your purpose here is to build brand awareness, trust, and loyalty. This messaging focuses on communicating your brand’s value proposition, unique selling points, and product benefits. Employing channels like advertising and social media, your aim will be to create a distinctive and positive brand image, influencing external perceptions and preferences. Consistency and authenticity are vital for a strong and recognizable brand presence.

Business revenue-wise, it looks like external brand messaging is what you would probably want to invest all your efforts in. But, a key player in a company’s success is its employees. If your employees are not as passionate about your brand as you are, then you won’t be able to reach the heights necessary to become a prominent brand. On the other hand, if you are able to convey your brand’s value and visions in a meaningful way to your employees, they will ensure your external brand messaging will be more successful than ever.

In short, you first need to start by focusing on internal brand messaging. If done right, your external brand messaging will be more effectively conducted.

Why Is It Important To Develop A Strong Brand Messaging?

Developing a strong brand messaging strategy will help you experience several business benefits.

  1. It helps in building brand recognition and differentiation in a crowded marketplace.
  2. Consistent and compelling messaging establishes a unique identity, making it easier for customers to remember and choose your brand.
  3. Effective brand messaging helps to build customer trust and loyalty by clearly communicating your brand’s values and establishing an emotional connection with your audience.
  4. It can also lead to increased brand equity, enabling your company to command premium prices and maintain a competitive edge.
  5. A well-defined brand message provides internal clarity, aligning employees and stakeholders with the company’s mission, and ultimately contributing to a more unified and focused organizational culture.

It is clear that maintaining high brand messaging can significantly help with prospecting and business growth. So it is definitely something you should not ignore.

Steps To Craft A Successful Brand Messaging Framework

Now, let us explore how you can use a proper brand messaging framework to ensure your brand gets the exposure required.

1. Set A Brand Positioning Statement

A brand positioning statement defines what differentiates your brand in the minds of customers and where it fits in the market.

You may follow the steps below when preparing a brand positioning statement:

  1. Start by providing a concise description of your intended customer base and the primary requirements or challenges they face. Demonstrate empathy and clearly express the reasons that would drive them to make a purchase from your business.
  2. Analyze how competitors position themselves through their messaging and branding. Determine gaps or weaknesses where you can establish stronger emotional connections fulfilling unmet needs.
  3. Lean into your competitive advantages and strengths that enable superior value, whether through prestige, expertise, innovation, high quality, affordability, sustainability, etc relative to alternatives.
  4. After that, determine a distinctive brand purpose statement that highlights the specific customer challenges you want to solve through your brand more effectively than competitors.

While this seems like a lot of work, the output may be a small sentence or a paragraph that clearly states what your brand stands for. It doesn’t have to be very small or very large.

For example, Mac Cosmetics developed a catchy brand positioning statement – All ages, All races, All Genders – which clearly states that they want to serve a diverse audience with their products.

2. Conduct Detailed Competitor Analysis

You may deep dive into how your competitors operate, understanding how they position themselves, the unique selling points they emphasize, and the messaging strategies they employ.

This will help you identify white spaces and opportunities for differentiation. You will be able to develop a more meaningful brand messaging strategy that highlights the brand’s distinct advantages and resonates effectively with the target audience.

Here’s how you may conduct a competitor analysis:

  1. Identify 3-5 of your top competing brands within the industry. then, search for companies that offer similar products, serve the same customer demographic, or compete for market share.
  2. Next, explore your competitors’ branding and messaging across websites, product packaging, campaigns, social media, and other marketing collateral. then, compare it against your own brand’s communication. Look for weaknesses or gaps you can improve on.
  3. Also assess competitor pricing structures, product feature sets, customer service policies, and more. Use tools like SEMrush, SpyFu, or SimilarWeb to research real performance data.
  4. Finally, summarize findings in a SWOT analysis framework. Document competitor strengths and weaknesses as well as potential opportunities or threats they pose to your branding strategy.

Lastly, revisit this analysis quarterly to spot any new players or trends to inform better positioning your brand over time leveraging key differentiators.

3. Determine Your Unique Brand Voice

You have to come up with a distinct tone, language, style, and personality that you want to convey through written and verbal expressions in your marketing materials, social media, customer interactions, and other communication channels. These will help establish an emotional connection with the audience and distinguish your brand from competitors.

In order to come up with a unique brand voice, you may follow the steps below:

  1. Pinpoint your target buyer personas first and empathize with their worldviews. Outline their pain points and values. This forms the foundation for an authentic voice.
  2. Determine what key traits you want your brand personality and voice to reflect, based on persona expectations. Common traits include innovative, approachable, luxurious, quirky, etc.
  3. Analyze competitors’ and industry leaders’ brand voices for differentiation. For example, is your tone more conversational or formal? Do you use industry jargon or speak plainly?
  4. Create voice guidelines by outlining tone, diction, point-of-view, and sentence styles to maintain across channels. Provide examples of proper voice usage in common contexts next to off-brand usages.
  5. Develop a lexicon of brand-approved terminology and sample scripts for writers. Maintain consistent messaging on About pages, website copy, blogs, ads, social posts, and campaigns.
  6. Audit regularly by assessing new content against guidelines to craft voice further, ensuring optimal resonance and distinction.

Your brand voice becomes truly iconic when it remains vibrant while staying true to its core personality over the years. By establishing these foundations today, you may pave the way for enduring fame and sustained growth in the years ahead.

4. Prepare Your Branding Tone And Style Guide

Once you have your unique brand voice figured out, you may work on outlining specific guidelines and parameters for maintaining a consistent and cohesive brand voice across all communication channels. This guide will help to create a reference for anyone involved in creating content or messaging for the brand, ensuring that there is a unified and recognizable tone and style in all brand communications.

The guide should typically include details on language preferences, writing style, tone (e.g., formal, conversational), and specific messaging dos and don’ts. It may also cover visual elements such as color schemes and design principles.

Preparing this guide is crucial to maintaining brand integrity, fostering a cohesive brand identity, and creating a memorable and authentic experience for the audience across various touchpoints.

5. Collect Customer Feedback And Regularly Communicate With Them

You may actively seek feedback from customers to adjust your overall brand messaging. Actively listening to customer feedback will allow you to understand your brand’s strengths, weaknesses, and areas for improvement. Engage in open and transparent communication with customers to build trust and create a deeper connection with prospects.

  1. Conduct quarterly surveys asking targeted questions on brand familiarity, quality perceptions, and emotional associations. Online tools like SurveyMonkey can be used to conduct such surveys.
  2. Analyzing user-generated social media mentions, reviews, and comments for common sentiments, issues raised, and recurring language used to describe your brand. Social listening through platforms like Hootsuite can help centralize dispersed conversations and give you a comprehensive idea of their impression of your brand.
  3. Initiate in-depth customer interviews asking what attracted them, their purchasing journey, service experience, and brand interactions. When you reach them personally it will surface delicate impressions.
  4. Collect voice-of-customer data via service call transcriptions, support ticket logs, and email records highlighting frequently referenced touchpoints. This connects insights to improvements and new product development.
  5. Simplify the analysis to uncover main themes and trends in brand perception, focusing on associations, trust, and affinity. Recognize priority areas for enhancing customer satisfaction through adjustments in branding your company and messaging.

When you successfully reach your customers through continuous feedback, the loops spotlight progress made on cultivating shared beliefs in your brand promise. Because above all, transparency strengthens connections.

6. Evaluate and optimize

To continuously sharpen brand resonance, here are a few ways to systematically evaluate effectiveness and drive ongoing optimization:

  1. Conduct brand lift studies before and after launching messaging campaigns to gauge the impact on key brand health metrics like awareness, consideration, and associations. Tools like ReportGarden and TolunaSurveys will help you to make data-driven decisions in the aspects of brand messaging.
  2. Use social listening heat maps to see how people feel about your brand in different areas. Identify regions that need specific outreach for correcting or educating perceptions. Platforms like Awario will make it easy for you to visualize these opportunities.
  3. Determine the marketing revenue models to measure the real return on investment for advertising or branded content. We strongly encourage you to identify the best channels and top-performing segments to guide budget allocations toward the most effective sales-driving strategies.
  4. Run A/B tests on emails, ads, and landing pages with slight variations in imagery, colors, fonts, cadence, or personalities to discover the most effective combinations for conversions in different contexts based on personas.
  5. Audit metrics quarterly, tracking brand search volume, growth of follower bases and engagement rates, and prospect-to-customer rates across channels. Assess areas of success or concern.

Adapting a brand to follow current trends and strengthen connections requires continuous revitalization based on testing responses and customer insights. You need to measure the impact to make the most of it.

How To Implement Brand Messaging Across All Channels

Once your core brand messaging framework is defined, integrating it purposefully across channels is key for consistency and impact. We will overview top locations to prominently display essential messaging for reinforcement.

1. Brand Messaging Across The Website

Your company’s website homepage, About page, and individual product or service pages should all include the same key brand messaging components.

Maintain consistent messaging in language, tone, and visual identity throughout.

2. Using Social Media for Company Reputation

You may convey the brand message through posts, stories, and interactions on platforms like Facebook, Instagram, Twitter, LinkedIn, TikTok, and others. For a better reach, customize your message, creative strategies, and engagement style to connect best with each platform’s users, all while maintaining a consistent core brand voice and identity.

3. Brand Message In Email Marketing

Email campaigns should consistently reflect core brand messaging across elements like subject lines, headers, footers, images, written content, and signatures. Maintaining a reliable brand voice and aligned visual identity throughout customer email touchpoints strengthens relationships.

Following is an example of Headspace’s email where they maintained great brand messaging with the colors and logo.

For emails, you may use a tool that allows full customization options so that you can effectively apply branding elements. In WordPress, you may consider using Mail Mint to handle your email marketing with full control over email design, personalization, and automation.

4. Branding In Advertising Campaigns to Increase Company Reputation

In channels like Google Ads, display ads, and YouTube video ads, you can effectively share your brand message to align with your campaign goals. Create ads that highlight what sets your brand apart, tailored to inspire the desired action from your audience.

Following is an advertisement from Coca-Cola from several years back. You can see how they used the contrast rest color to highlight their brand.

Coca Cola Branding Advertisement
Coca Cola Branding Advertisement

Keeping a unified presence with consistent emotional impact and identity indicators like voice, imagery, and color enhances memorability and performance.

5. Print and Broadcast Media With Brand Messaging

Traditional advertising channels like newspapers, magazines, television, radio, and billboards continue to provide valuable avenues for brand messaging distribution at scale. Tailor messages for the channel format constraints while aligning with the overarching brand framework.

Always maintain continuity across offline and digital touchpoints through branding elements like core colors, typography, messaging voice, and general imagery style.

6. Content Marketing With Branding

Blogs, articles, whitepapers, eBooks, and other informative content pieces enable integration of the core brand messaging with valuable audience takeaways. Craft written and visual content that leads with consumer insights and needs while aligning with brand personality, style, and benefits.

Whether hosted on owned channels or distributed across contributor networks, maintaining brand framework makes messaging more effective and identifiable among the flood of information people consume daily.

7. Brand Messaging During In-Person Events and Experiences

At events like conferences and trade shows, you can interact directly with your audience. Make sure your sales and event teams convey your brand message consistently and authentically. Align talking points, collateral, giveaways, signage, and presentations that clearly convey your brand messaging. Provide proper training so your representatives can share what makes your brand special while staying true to themselves. Effective in-person exchanges build affinity and trust in your messaging and enhance the company’s reputation.

8. Product Packaging With Branding

Great packaging design that reflects your brand identity is a small, but great way to practice brand messaging. Consider a custom logo, iconography that represents your values, and visuals that align with your brand style guide. Useful plugins like Packlane or Boxwise can help you design attractive, on-brand packaging.

This will especially be helpful when your customers may send your product to their friends as gifts, or if they carry your package publicly, people will notice it. So, sometimes, good packaging will make people realize how much you value quality and presentation, urging them to check out your brand.

9. Brand Message via Customer Service and Support

Ensuring your brand message stays the same across customer service channels is crucial for reinforcing your brand identity. Whether it’s friendly in-store interactions or thoughtful online chat support, ensure your staff reflects your brand values in their communication. Tools like Zendesk can assist in managing customer service for a consistent on-brand experience.

You may also consider including your brand logos and links in the footer of your support emails to maintain communication as a credible brand.

10. Branding Through Partnerships and Collaborations

Forge partnerships and collaborations with influencers, brands, or community organizations that share your values. This way, you can introduce your brand to new, relevant audiences. Connect with existing fans of these individuals or groups, naturally expanding brand awareness. Consider platforms like Upfluence and AspireIQ for effective influencer marketing.

You may also run an affiliate program of your own to attract influencers to promote your brand actively.

WPFunnels affiliate program to get influencers

Remember to share your brand assets and style guide with your affiliates to ensure they are promoting with the right brand voice and image.

11. Employee Advocacy About Brand

Encourage your employees to genuinely promote your brand and its values on social channels or in interactions. This can positively influence how others perceive your brand. Think about motivating your staff to support marketing campaigns, either within the company or externally, by providing rewards. Tools such as EveryoneSocial and PostBeyond can assist in organizing employee brand advocacy.

Campaigns To Promote Brand Messaging

Following are some marketing campaigns you can implement to promote your brand actively and attract more prospects to find your brand credible.

i. Social Media Branding Campaigns

  • Hashtag Campaigns: Encourage users to share content related to a specific hashtag, creating a buzz around your brand.
  • User-Generated Content (UGC) Campaigns: Encourage customers to share their experiences with your product or service, showcasing real-life testimonials.
  • Influencer Campaigns: Partner with influencers to promote your brand to their followers, leveraging their credibility and reach.

ii. Content Marketing Campaigns

  • Blogging Campaigns: Publish blog posts that align with your brand message and values, establishing thought leadership.
  • Video Content Campaigns: Create engaging videos to communicate your brand story, product features, or customer testimonials.
  • Ebook or Whitepaper Campaigns: Develop in-depth content that provides value to your audience and positions your brand as an industry authority.

iii. Email Marketing Campaigns:

  • Newsletter Campaigns: Regularly send newsletters that highlight your brand’s achievements, new products, or relevant industry updates.
  • Drip Campaigns: Send a series of targeted emails to nurture leads and guide them through the customer journey.
  • Promotional Campaigns: Send targeted emails for promotions, discounts, or special offers, aligning these offers with your brand messaging.
  • Product Announcements: Launch and promote new products or services through dedicated email campaigns.
  • Personalized Campaigns: Leverage data to create personalized email campaigns. Tailor content based on customer preferences, behaviors, or previous interactions with your brand.
  • Educational Campaigns: Develop email campaigns focused on educating your audience about your industry, product usage, or related topics. Position your brand as an authority by providing valuable information that goes beyond direct promotional content.
  • Customer Retention Campaigns: Implement campaigns aimed at retaining existing customers. Express gratitude for their loyalty, offer exclusive deals, or provide sneak peeks into upcoming products or features. Keep customers engaged and connected to your brand over the long term.
  • Surveys and Feedback Campaigns: Use emails to gather feedback from your customers. Ask for their opinions on your products, services, or overall brand experience.
  • Re-engagement Campaigns: Target inactive subscribers with re-engagement campaigns. Send emails with special offers, reminders, or exclusive content to encourage them to reconnect with your brand.

iv. Event-Based Campaigns

  • Product Launch Campaigns: Build anticipation and excitement around the launch of a new product or service.
  • Webinars and Workshops: Host online events to educate your audience and strengthen your brand’s expertise.

v. Cause Marketing Campaigns

  • Social Responsibility Campaigns: Showcase your brand’s commitment to social or environmental causes, aligning with values important to your audience.
  • Partnerships with Nonprofits: Collaborate with charitable organizations to run campaigns that benefit a cause.

vi. Interactive Campaigns

  • Contests and Giveaways: Engage your audience through contests or giveaways, encouraging participation and social sharing.
  • Interactive Quizzes and Polls: Create quizzes or polls related to your brand, making the content shareable and engaging.

vii. In-Store or Experiential Campaigns

  • Pop-Up Shops: Create temporary retail spaces to promote your brand and products directly to consumers.
  • In-Store Promotions: Offer exclusive discounts or promotions in physical stores to drive foot traffic.

viii. Search Engine Marketing (SEM) Campaigns

  • Paid Search Campaigns: Use pay-per-click advertising to promote your brand on search engine results pages.
  • Display Advertising: Utilize visual ads on websites to increase brand visibility.

ix. Public Relations (PR) Campaigns

  • Media Relations Campaigns: Build relationships with journalists and media outlets to secure coverage for your brand.
  • Press Releases: Issue press releases for important brand announcements or achievements.

x. Customer Engagement Campaigns

  • Loyalty Programs: Reward and retain customers through loyalty programs that reinforce brand loyalty.
  • Surveys and Feedback Campaigns: Gather customer feedback to understand their preferences and improve your brand’s offerings.

Among all of these campaigns, the most engaging ones are email marketing campaigns. If done right, you can not only meet the purpose of your email but also connect more personally with the prospects in terms of brand image.

In this case, as mentioned above, you should use a reliable email marketing tool that allows implement brand messaging in your emails. And we recommend you use Mail Mint (if you are using a WordPress site).

Building Brand-Focused Emails with Mail Mint

Mail Mint is a simplified email marketing automation tool in WordPress & WooCommerce that will allow you to collect leads, segment them, use dynamic personalized customer data, send email campaigns, set up email automation, and customize the emails using a drag-and-drop email builder.

The email builder allows you to place images, set background images, tweak colors and fonts, and customize the overall email to match your brand.

You may easily create a simple email campaign with Mail Mint. And then edit the email design to customize it however you want.

Take a look at Mail Mint in action:

Following are a few ways you can make your email optimized for brand messaging:

  • Try to use the same style guide that you maintain for your brand, meaning the font type, color, size, etc.
  • Consider including a logo and brand color-focused email header image.
  • Maintain proper brand color in the email body, images, and the overall email design.
  • Include your company details (address, website, contact information, logo, etc.) in the email footer.
  • Add options to visit your social profiles with icons in the email footer.
  • You may often add a company name in the email subject line such as “[Company Name]” at the start of the subject line.
    Alternatively, you may include the company name in the preview text.
  • If you include a personal signature, then consider adding the company name and website link as part of the signature.

The good news is, that you can do all of this by default in Mail Mint while crafting highly effective email marketing campaigns for your business.

Conclusion

To strengthen your brand reputation over time, it is vital to maintain consistency across various touchpoints and channels. Whether it’s your visual identity or the way you communicate verbally, reinforce your brand’s essence in every interaction to build familiarity and trust.

Focus on aligning core messaging in packaging, marketing content, employee advocacy, collaborations, and campaigns. The more customers encounter a unified representation of your brand values, purpose, and personality, the stronger their affinity and loyalty will grow. This consistency is the key to driving growth, as customers tend to trust brands that consistently live up to their promises.

By being intentional with your brand message, you can establish meaningful connections that convert and expand your reach. Staying committed to showcasing what makes your brand unique will yield ongoing visibility and business success.

So go ahead and start focusing on brand promotion for effective business growth.

Frequently Asked Questions (FAQs)

1. How often should I revisit and update my brand messaging?

Regularly revisit your brand messaging, especially after significant business changes or shifts in market dynamics. It ensures that your message remains relevant and resonates with your audience.

2. Can small businesses benefit from investing in brand messaging?

Absolutely. Effective brand messaging is crucial for small businesses to establish a distinct identity, build trust, and compete in the market.

3. How can I ensure consistency in brand messaging across different platforms?

Create a comprehensive style guide that outlines your brand’s tone, voice, and visual elements. Regularly train your team and monitor communications to maintain consistency.

4. Is it necessary to involve employees in brand messaging?

Yes, involving employees ensures that they understand and embody the brand message, contributing to a consistent and authentic brand image.

5. What role does customer feedback play in shaping brand messaging?

Customer feedback is invaluable for refining and optimizing brand messaging. It provides insights into how your audience perceives your brand and what adjustments are needed for better alignment.

Masrun Akter

A Content Writer at CODE REX, Marketing Team.

Masrun Akter

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