Brand Messaging on Social Media
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.
Every brand needs a voice. Messaging provides the words that help customers and prospects understand a firm’s value (why it’s useful) and values (what it believes in). It articulates the brand's promise and stimulates the desire for a firm’s services. Brand messages tell a story that gets people excited about your services and rallies them behind your flag. In the war for customers’ hearts, messaging leads the charge.
The goal of a brand is to be noticed, remembered, and desired. In an over-communicated world, the only way to get inside the minds of prospects is to whittle away at your message until it comes to a sharp point.
Creating Your Messages
We create messages to address different needs. A firm that struggles to differentiate itself in the marketplace, for instance, may formulate a tagline or marketing campaign theme that contrasts itself with the rest of the industry (Avis’s “We try harder” comes to mind). Many messages convey specific services or benefits, and they don’t have to take the form of a marketing slogan. They may simply be key characteristics of your services, or they can be headlines on your website.
Crafting messages that are concise, easy to understand and tell a coherent story can be a lot trickier than you think. After you’ve gone through the process of developing messages targeted at different audiences (an outside facilitator or consultant can be a huge help), you’ll be a lot better prepared to explain your brand. And once you’ve found your voice, you’ll discover that people suddenly do a lot more listening.
Taking Your Message to the Marketplace
Your message isn’t just reserved for high-level marketing and advertising. It can play an important role in selling and closing business, too. The final piece of your messaging strategy is to write up a playbook that addresses common objections you encounter in the marketplace. You will need to create sections in the playbook that speak to each of your key audiences.
Under each audience, write down all of the common objections you’ve encountered when selling your services. For instance, “Why would I choose your firm over Firm X, the market leader?” Or “I’ve been burned buying similar services in the past. How do I know you will be different?” Then answer each objection, in turn, referring to your key messages and core brand message for inspiration. When possible, support your points with specific evidence—proof makes your argument much stronger. Some of your audiences may have similar questions. But you will probably adjust the answers to fit their differing expectations
Your differentiators are the things that set your brand apart from your competitors. Your brand strategy and business model will help determine these, but your brand messaging needs to convey them to your customers.
Start defining your differentiators by listing what makes you different and better in your industry. Think about things like your audience, your price point, your quality, your ingredients, your materials, your values, your service. Anything you do differently can be a differentiator.
Elevate 3 or 4 of them that are most meaningful to your audience as the main differentiators that you’ll communicate throughout your marketing materials.
Your company’s slogan or tagline is one of the most important elements of your external brand messaging. In just a few words, you can compose a message that echoes in the reader’s brain for weeks, months, an entire lifetime
Brands can use slogans however they want. You might describe your business, elicit emotions or just make people laugh. It all depends on your brand personality. Whichever route you choose, make sure your slogan is simple, short, and memorable. You can also have a lot of fun with rhyming and wordplay to make your slogan even easier to remember.
The elevator pitch is an old-school business concept. Imagine you find yourself in an elevator with a rich investor or potential customer, and you only had a few seconds to turn them on to your brand. What would you say? That’s your elevator pitch.
The goal of an elevator pitch is to describe as much as you can in as few words as possible. Start building this with your positioning statement at the center, and then add your differentiators and value propositions around it. Soon, you’ll have a short 30-second snippet that expresses all of the important pieces of your brand. Want to learn more about this? get in touch with experts at Granddad Communications.