Brand messaging – what it is, why it matters and how to get started…

What is brand messaging?

Why does it matter to clarify your brand messaging? And how do you get started?

Let’s start with some explanations of what brand messaging is:

💬 In ‘Building a StoryBrand’ Donald Miller says that your brand messaging connects what you offer, with how it makes your client’s life feel better, and what they need to do to buy from you.

💬 When I put the question ‘what is brand messaging’ into ChatGPT, the answer it generated was “Brand messaging, in simple terms, is the way a company communicates its identity, values, and what it offers to its target audience.”

💬 It added, “It’s like the language and words a brand uses to convey who they are, what they stand for, and why their products or services are valuable. This messaging is usually crafted to resonate with the audience’s emotions and needs, aiming to create a consistent and memorable impression of the brand.”

💬 You’ll find examples of brand messaging in adverts, website content, social media posts, videos, brochures and every type of communication.

Why does your brand messaging matter?

Your brand messaging matters because it’s the source of information about your brand. In a nutshell, it’s how your target clients get to know your brand.

So, you can see why it’s vitally important that your brand messaging is clear, coherent and consistent. Over time, with repetition, conviction and authenticity your brand messaging has the power to:

• Attract clients
• Gain liking and grow affinity
• Earn trust
• Make an impact and help to
• Grow your business

💬 “Consistent brand messaging that both reflects a brand’s values and speaks to its audience is essential to creating a brand that customers can connect with on an emotional level – a core ingredient in building brand loyalty.”

This is why it’s both rewarding and challenging to put some thinking time into developing your brand messaging so that it feels authentic, aligned and true to your distinctive brand purpose, values and personality. It’s also a key factor in helping you differentiate your business and brand, in a meaningfully way, from your competitors.

How do you get started on developing your brand messaging?

Here are a few ideas to help you get started with developing your core brand messaging.

1. Start with your target clients

• Consider who they are and how your brand makes their lives better
• Draft out what they want to know about your services before they buy.
• Do they want to know about the results they will get?
• What do they need to know about your process of working?
• Is there anything that they don’t know and that you can help them with (some of my clients talk about educating or informing their clients – perhaps on legal complexity or to prepare expectations)
• You may need to prepare messaging for different stages of their buying journey

2. What do you want your brand to be known for?

• Consider your brand essence – the summation of the heart and soul of your brand – and how you could infuse this throughout your messaging, so it touches the hearts and minds of your clients
• Could you have key ‘pillars’ of communication that enables your brand to connect with clients. You could pull these pillars together into your visual ‘brand messaging house’ which helps you create a cohesive, coherent and consistent approach for your messaging and content ideas
• You could have primary messages about your services and products, along with secondary messages about your values and purpose

3. Explore the brand stories you could tell

• Try thinking about your brand stories through the eyes of your clients. Doing this will influence the ‘angle’ of your stories, so you can tell these in your brand tone of voice and engage deeper with your clients
• Start points include your brand origins, your brand purpose, and your brand values
• You may have individual product stories to tell – about ideas or sourcing, for example
• And with permission, you could tell your clients’ stories

Next steps on your brand messaging

1. Get started
2. Keep track of how your brand messaging connects with your clients – so you get a feel for what works well and not so well
3. Review your brand pillars at regular intervals, say every 6 months, which allows time for awareness and recognition to build
4. If some messaging isn’t working, stop it. If other messaging works really well then explore how you could evolve it in alignment with your changing client wants and needs
5. Stay open and in tune with your clients so that your brand continues to evolve and grow

Thank you for reading

Other blogs you may be interested in reading include target clients, brand personality, brand values and brand value proposition.

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