How to Create Brand Messaging that Resonates

What is the one thing that should tie together every piece of content you create? Brand messaging.

Brand messaging refers to the underlying value proposition conveyed and language used in your content. It’s what makes buyers relate to your brand because it’s inspirational, persuasive, motivational, and well, sticky.  Ultimately, it makes customers want to buy your product. 

Whether it is a tagline (company centered; static) or slogan (product/campaign centered; changeable), the brand message is something others recognize and relate to. 

Here are a few examples of well known brand messages:

Let’s focus on taglines, since they encompass the overall company vision. 

Taglines tell the world who you are and what you stand for. Although they are catchy, there’s a lot more that goes into your brand messaging than stringing a few illustrative words together with enough flair to make them memorable. 

A few things to take into consideration when crafting your tagline are: 

  • Product positioning 
  • Key benefits 
  • Brand pillars 
  • Value proposition 
  • Audience
  • Tone 

Together, these elements combine to create a full messaging framework that can guide your marketing across every piece of content and every channel. 

So how do you get started with brand messaging? 

Three Angles to Keep in Mind

1. The Customer Angle: Be customer-centric in approach. View your brand from the outside in. Get inside the mind of your customers before you begin messaging development exercises. Do you have survey data that can tell you more about what matters most to your customers? 

2. The Internal Angle: Examine your brand from the inside out.  What is the vision for your brand? Where do you see your brand going over the next year? The next five years?

3. The Competitive Angle: Consider your marketplace. You don’t want your buyers confusing your brand with a competitor. Be unique and authentic. 

Now, let’s start building your messaging framework!

How to Build Your Messaging Framework

Brand Promise

Your brand promise should be targeted toward the customer, convey your vision, and clearly state what you actually do. 

Positioning Statement

Your positioning statement defines where you fit into the marketplace. This can help guide both your internal and external messaging.

Target Audience

Throughout this process, it’s important to keep your ideal buyers in mind.  Always work toward messaging that will resonate with their needs, wants, and pain points. Are you going for a more playful, fun brand? Does your audience require a more serious take? 

Mission

Your mission statement takes a more visionary angle. What do you hope to accomplish? What is your ultimate goal? What are your core beliefs?

Tone of Voice

Define the tone that you want to use for your brand. Are you going for more of a fun, playful brand? Is your audience made up of c-level execs and requires a more serious tone? Don’t be afraid to research those within your industry and find what you like and dislike about their tone. This may spark some creative ideas!

Elevator Pitch

How would you describe your brand in 30, 60, or 90 seconds to your audience? Practice it on your coworkers. This helps you to succinctly state your brand message. 

Brand Pillars

Get granular and start breaking your brand promise, positioning, and mission statement into “brand pillars” that describe the three most important selling points of your product. 

Headline Benefit and Support Examples

Each brand pillar will also be supported by a key benefit statement or headline benefit with supporting examples. These pillars inform the focus points of your marketing content.

Remember to keep in mind the three angles we discussed earlier: customer, internal, and competitive as you lay out your brand message. 

THE WRAP

Once you chart your brand message, you’ll have a solid messaging framework in place as your guide. Reference it frequently to make sure your go-to-market messages and content remain consistent. With solid brand messaging, customers will be clear on who you are, what you do, and where you stand. 

Download our Brand Messaging Template to get started!

Download the Brand Messaging Template

 

This blog post was originally written and posted by Jenna Hanington in 2015, and updated April 2020 by Crystal Garrett.