Writing Brand Messaging that Resonates

A brand message should be simple, but the thinking behind it should be complex. Here's how to work it out.

By Cat HowPosted in Ideas

Your brand message is the one thing that ties together every single piece of content that you create. It is the underlying value proposition, and language, that you communicate in your content.

For Apple it is "think different", for Nike "just do it"...

It is your slogan - but it is also a lot more than that. Here are a few tips to consider in order to write brand messaging that resonates.

  1. First, think like your customer. What do they need? What matters to them? Customer interviews, surveys and research all help to give you quantitative data to work with too.
  2. Secondly, think about your company. For a brand message to resonate - it has to be true. Otherwise people will see through it straight away. What makes you different? Where do you create value?
  3. Thirdly, think about your competitors. What are their messages and how do they differ from yours? Only one brand can own a position so make sure yours is unique in order to achieve the best cut-through to your customers.
  4. When you have worked out all your different insights from a customer, company and competitor level write your insights down and divide them on a Venn diagram. This is where you use three overlapping circles to determine where these perspectives intersect. How and where they overlap and intersect should give you a really clear understanding of where your unique brand message lives, and what it should be saying.

To recap, your brand message should include everything you know about your audience, your competitors, your target audience, your mission and your tone of voice. Think of it as a positioning statement - one that defines where you fit in the marketplace.

Your brand message should be simple, but the work and thinking behind it should be complex.

Everything you create, both internally and externally, should be able to map back to this messaging. Keep it in the back of your mind whenever you create content, design brand assets or develop your website - and make sure that it always fits to this.

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

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