With so many companies launching every day and trying to get the attention of customers, standing out can be difficult. To some entrepreneurs, it may seem like an impossible mission. However, even though it requires a lot of dedicated work, brand messaging is one thing that any company needs in order to become recognizable and stand out to its target customers. Here is why.
Having said that, many companies neglect to put effort into brand messaging, opting to focus on their visuals, website design, and social media presence. While these things are important, brand messaging is just as important to crafting a company image.
What Is Brand Messaging?
Brand messaging is the unique way that your company speaks to your audience and tells your story. It focuses on showcasing your company’s culture and highlighting what is most important for people to know about you. Brand messaging can help to establish a trusting relationship with your audience. If you don’t have good brand messaging that sets you apart from other brands, you will struggle to make an impression with your target customer base. Without effective brand messaging, you won’t be able to express why your target audience should prefer your brand over your competitors.
Mission statements, visions, and core values are all examples of brand messaging. This information conveys to customers what you do and why.
Why Do Companies Need Brand Messaging?
It’s likely that your company has competitors and that you’re offering products or services that other companies are also bringing to the market. One of the most important ways to distinguish your offers from others is through great brand messaging. Brand messaging should tell your target customers why they should buy from you and how you can help them. You want your audience to think of your brand first.
Your brand messaging serves to get people excited about your services. After reading your mission statement and core values, your target audience should want to learn more about your company and offerings. Brand messaging is also an important part of creating a connection with your audience.
Further, brand messaging is crucial to making sales. If you can’t convey who you are as a brand, it will be extremely difficult to sell products or services. Your audience needs to understand why they should buy from you in order to get involved with your brand.
How to Create Great Brand Messaging
Many company owners struggle to talk about their company in a comprehensive and understandable way. After all, brands are complex and it can be difficult to speak concisely and completely about your company, even if you created it.
However, brand messaging is essential. It helps define your company’s personality and tells people the purpose of the brand. Brand messaging is not so much about your operations, and sometimes isn’t even about your product itself, rather, it's about your company’s values and what you hope to achieve.
Effective brand messaging centers around three key questions:
- Who are you? It can be difficult, to sum up your aspirations, personalities, and talents in one or two single sentences. However, good brand messaging will include the motivations and values that are central to your company. This information tells people about your brand personality and gives insight into your approach.
- What do you do? Great brand messaging will tell your customers what you do, in a way that sets you apart from competitors. It will tell your audience how your company is unique in what you do and showcase the edge you have in your industry.
- Why do you do it? This is arguably the most important part of creating your brand messaging. Your brand messaging should describe why you do what you do. Further, it should convey what you want your company to achieve and how you want it to impact the world. Your ‘why’ is an important part of sharing your brand’s story and connecting with customers.
Elevate Your Brand Messaging
Overall, brand messaging is an essential part of defining your brand and portraying it to customers. Many startups and small companies opt to do their marketing in-house. At the start, it may seem like an easy way to save money. However, many companies struggle to create a memorable brand message that truly stands out.
At Madak, we specialize in branding. We’re focused on helping companies with their marketing efforts by crafting unique brand messaging based on your industry. We can help you create brand messaging that conveys what makes your company different from others and how it can improve the lives of your target customers. Schedule a discovery call today to get started!