DO YOU EVEN HAVE A BRAND MESSAGE?| TEKXUS
I once got a client on a social media platform. He needed a logo design for his brand and so I sent him our creative brief.
On receiving his response to our creative brief, it was evident that he had not established a message he would want to communicate to his audience about his brand.
But like this client, many do not realize it’s important to have their brand message embedded even in their design and their marketing strategies.
Many businesses would have their logos and websites done, thinking their brand identity is set and ready to fly.
But branding goes way beyond that. Your brand identity is just the overarching umbrella but consists of your brand message and brand personality.
While your brand message is how you verbally describe your brand. Your brand personality is the means by which you express that message visually. It’s the colours you choose, your logo design and the activities you perform.
However, your logo and colours may attract attention, but it’s the messaging that will connect with your audiences and drive response.
Once design has established the look and style, it’s the message that will clarify your positioning and articulate your value to your target audiences.
Of all the brand elements to consider, the identity and messaging are the most crucial and should be the first, because it guides and informs all the other areas of your brand from the logo, to your brand colour palette and packaging.
This makes sure they all match up, are aligned, consistent, and describing your brand in the best way possible.
Brand messaging is therefore your verbal brand. It’s your brand in words.
The content and copy you craft into this messaging is the foundation for all your communications.
So whether you’re building a brand from the beginning, or refreshing an existing brand, choose the words that will resonate with your audiences, from their point of view.
Understand your audience; evaluate what they expect, the problems you can solve for them, and the results they want to see from working with you.
So that when you meet a client for the first time, you have all this at your fingertips and can easily tell them what you stand for and what they can benefit from doing business with you.
Also, instead of just stating what you do and what you have to offer, converse with your clients and engage them. Learn how they perceive your brand; invite them to learn more about your business and give them the outcomes and results they can expect.
Think of it as your brand promise to the customer and not a short description of what you do.
With so many businesses now competing to offer similar services to each other, brands are getting confused and lost with other brands eg. knorrmaggi, hypojik and the chance to make a good first impression last is so small.
Making people slow down to pay attention to what exactly you sell is the struggle and your brand message is the key in executing this.
Give them the why, the result, the outcome, the reason to choose you and not your competitor.
You can use your brand messaging to show your personality, to show why you’re different, to show what’s so great about your business.
You can also use your messaging to entertain, to educate, to inspire your existing and prospective customers.
If you feel you might have started out without these foundations in place. It’s never too late to compose a solid brand message.
Or do you have a brand message but it isn’t connecting with your audience and getting the right attention, it’s absolutely time to analyze and repackage your brand message.
Now you know the importance of having a good brand message. Do not over look it, it’s core to every other branding strategy.
Good luck getting your captivating but firm brand message.