If you’ve been chronically online as much as we have, you have definitely seen your fair share of brand messaging. Social media is interwoven with brand messaging from all of your favorite businesses, but how to get that pitch-perfect messaging across? It takes practice, skills, and knowing what your audience wants. Being able to create the framework for your brand messaging will help you get better and better at building your brand strategy. To help you get started, here is our step-by-step on creating the perfect brand messaging for your brand and stepping up your social media strategy.
What is brand messaging?
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Brand messaging is the way your brand communicates—it’s the personality of the brand, the values and vibes of the brand, and the overall feeling you want your brand to give to your customers.
TL;DR? It’s how your brand speaks to people.
If you want your brand to exude sassiness, your brand messaging must have a splash of sass. If your brand is more educational, make sure to focus on messaging that will educate will be your focus.
The most important thing to think about when it comes to brand messaging is to make your copy the exact way you want to come across.
Why is brand messaging important?
Brand messaging is the entire essence of who your brand is. Your voice and personality online are one of the first interactions your customer will have with your brand so it’s important to get that first interaction right.
And now, more than ever, consumers care about where their money is going and how they spend it. So brands that align with a consumer’s personal values will be an important factor in marketing
and messaging. No more sitting idly by when it comes to being a brand.
Other reasons why it’s so important to develop brand messaging are:
Brand strategy: Once you have your brand messaging laid out, it’s easier and easier to create a social strategy for your brand. You’ll know the exact tone of voice to take, what kind of descriptors you can use, what type of content you can produce, and more to stay on brand.
Word-of-mouth marketing: Probably the single most important marketing you can have is word-of-mouth. There’s nothing better than people advocating for your brand to their friends, family, and followers so being able to get your messaging completely on-point where it connects with your audience in a deeper way will be key to building your word-of-mouth marketing.
What are some tips for brand messaging?
1. Create a brand voice
Oh! One of our absolute favorite things. We even have a whole blog post breakdown on how to create a brand voice for your business here.
Brand voice is the personality your brand uses online to chat with your audience. Being able to nail down your brand voice will be the icing on the cake when it comes to brand messaging.
One of the best ways to keep audiences interested in your content and following you are by the way you speak to them. Some brands are funny. Some brands are educational. And having a strong brand voice will make you stand out amongst the rest of the brands and establish yourself as an authority that people want to keep going back to over and over again.
2. Competitor analysis
One of the most helpful ways to come up with a brand voice is by doing a competitor analysis on the accounts your followers already follow. Who are they looking to? Who are they engaging with? Once you have a list of brands and accounts, start seeing what their messaging is. How can you differentiate yourself from your competition while also having a similar message?
Is your competition witty and tells jokes and puns? Be the brand that is educational and gives facts and figures. There is always space for more competition, but it’s how your present yourself in your space that will help you stand out in the crowd.
3. Create a tone and style guide
Now that you have established exactly what your brand is going to sound like online, it’s time to share it with your team and make sure everyone is on board. The best way to do that is by creating a Brand Style Guide that helps everyone get on the same page about the overall brand messaging.
This guide will make sure everyone knows the rules, the words you can say, the things you need to stay away from, and more.
4. Know your audience
How are you going to sell to your audience if you don’t know who the heck your audience actually is? Spoiler: you won’t. Stay engaged with your audience and figure out what they are wanting, what their pain points are, and how your brand can help them with what they need.
5. Test and analyze
After you establish your brand messaging and voice for a while, actually take a moment and evaluate how it is working with your audience. Just because you think you’ve come up with the perfect thing doesn’t mean that your audience agrees with you. Are they interacting more with your brand? Are they reacting the way you were expecting when it comes to your tone of voice or the way you’re presenting yourself? If not, you might need to take a moment and evaluate where you might have gone wrong. You always need to check your results after publishing to make sure you’re going in the direction you want and need for your brand.
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Where to use brand messaging?
Welp, now you have your brand messaging. Congrats! But where in the world do you use it? Everywhere, of course! Well, definitely in all of your marketing materials.
If you create content like blogs, newsletters
, etc for your brand, you’ll want to use your brand messaging here.
Advertising: Any ads that you run online, in print, or elsewhere, it needs to have your brand messaging coming across. Don’t confuse your audience by advertising one thing and speaking differently about another thing.
Social media marketing: Like we mentioned above, this will be one of the first places that people come across your brand so make sure your messaging is loud and clear here.
Now that you know what brand messaging is and how to execute it, it’s time to start taking a hard look at your current brand voice and giving it a good ol’ audit. Download our free audit guide here