Do You Know Your Brand’s Messaging?

Your brand’s messaging is just as important as your company’s offerings. Why, you may ask? Well, in order for customers to engage with your brand, they need to know not only what your company offers, but who and what your organization is. Essentially your brand messaging is the identity of your company. 

Brand messaging consists of a tone of voice, language, and a core message that communicates your company’s story, culture, and offerings. Brand messaging can even distinguish your company from competitors. 

So now you may be thinking, does my brand’s messaging in fact do all of these things or as they say “check all of the boxes?”

Here are 3 tips to create or hone in on your brand messaging in order to help your business be successful: 

1. Establish and distinguish your target audience and unique value proposition 

Your value proposition is the framework for your brand’s messaging, for it summarizes why a customer would choose your product or service. Therefore, think about what makes your company unique and what aspects give you an edge over competitors.

2. Explain your brand message in relation to your buyer personas

Your unique value proposition should appeal to your buyer personas. Buyer personas are potential people that would be interested in your business. Depending on how your various buyer personas overlap will dictate what brand messaging your company will have. For example, if a potential buyer persona for MFBS is a real estate agent and a small business owner, overlapping brand messaging is that we take care of your digital marketing so that “your valuable time will be spent doing what you do best – running your business.” The commonality of these two personas is that they want to focus on their business instead of worrying about their digital marketing and marketing efforts. Therefore, we capitalized on that in our brand’s messaging. 

3. Brainstorm messaging opportunities 

Keep your messaging simple and clearly communicate what you offer. Often a slogan is a great way to establish your brand’s messaging, for it is catchy and you can insert it in all of your marketing material. 

As indicated above, brand messaging is essential in communicating your company’s value and offerings. Therefore, if you have brand messaging already, be sure to solidify it by cross-checking it with the tips above. If you are just starting out, be creative and have fun with it!

-Caitlyn McHenry, MFBS Intern