What is a brand message? Creating a brand message that can address the customers directly, get their attention, and make them raise their heads, and buy your products or services is one of the first things every brand should design. However, often the brand message is diluted and not serving its purpose.
- A brand message is a concise statement that conveys a company’s values and identity to create positive associations in customers’ minds. It’s used in ads, websites, and more.
- A brand message is more than a slogan; it encapsulates a company’s essence and helps drive growth by setting expectations and building loyalty.
- Two simple formulas help create effective brand messages.
- Steps to creating your brand message: identify the target audience, communicate specific results, understand motivations, use triggers, and keep it simple.
- Stay consistent but allow messages to adapt to business changes and trends.
What exactly is a brand message?
A brand message is a statement that communicates the values and identity of a company. It is an essential part of branding and helps to create positive associations in customers’ minds.
It can be used in many different forms, such as advertisements, website copy, product packaging, and business cards.
What’s the role of a brand message?
A brand message plays an important role in helping businesses grow and succeed. It’s more than just a slogan or tagline; it conveys the essence of a company and provides customers with an understanding of what they can expect from that business. As such, crafting an effective brand message is essential for any business – big or small – looking to increase sales and build customer loyalty.
The purpose of a brand message is to give potential buyers clarity on what you do, for whom, and why they should care. The brand message is different from the brand mission statement, which defines your bigger brand and business purpose. The Brand Message is short, and hopefully – memorable.
What different types of messages are there?
In my consulting, I love to keep things simple. That’s why we have simple frameworks for different growth activities that companies engage in when planning and executing their growth plan. You can design your brand message using these two formulas:
- Exclusion formula
- Inclusion formula
What’s the exclusion formula?
The exclusion formula states that people can “get something” without “something”. This could look like this:
“We help homeowners upgrade their homes without spending all their free time in managing the build projects”.
What’s the inclusion formula?
The inclusion formula is basically the same thing, but it says “get something” while they also “get something”. Example:
“We help women over 50 lose weight while they get to enjoy a treat every week”.
How to create a message that attracts the right people
While these examples are very simple, designing your own brand message might take a while. It’s because saying things in a simple way is often way more difficult than saying things in a complex way. So, let’s walk through the components that you need clarity on before you can design your brand message!
Who do you serve?
Target customer clarity is the 101 of business, yet so many are way too vague. Maybe it’s because committing to a niche feels scary, or maybe because you have multiple client personas. Either way, you need to know who you help.
What results do you actually provide?
Sometimes it’s difficult to draw the line between your skills and what the customers actually get. But, you need to define what exactly your customers get when engaging your brand and business.
- What is it that you bring to your clients?
- What’s the value of your offerings?
- What’s the transformation you deliver?
Why would they care about the results?
Now, this is a big deal, but you need to be able to identify why your customer really wants the transformation, what the benefits are, and what might keep them from getting the results.
For example, if we look at the previous example about losing weight… many women past 50 (well, people in general, but I’m continuing the example above) might want to lose some weight, but they also want to have some cake or glass of wine on Saturdays.
That’s why your message needs to have a positive (i.e. what they want towards) or a negative (what they want from) trigger to make it interesting!
So, identify why people care about the results. Not just why they should care, but truly ask yourself: “Why is this important to my clients?”
What Would They Do if Your Solution Wasn’t Available?
Another important question to ask is this: if you can’t / won’t offer your solution, what would they do?
Many businesses instantly start thinking about competitors, but clients have other alternatives too…
- doing it in-house / DIY
- not solving it at all
The benefits of a brand message
When done right, effective brand messaging can help increase sales and create loyalty among customers. With clear communication about what you do, for whom, and why they should care, it’s easier for customers to identify with your business and become part of your community.
This also helps build trust in your brand as well as make your brand more memorable in the minds of consumers.
Additionally, having consistent messaging across all marketing materials ensures continuity when addressing potential customers, giving them a sense of familiarity with the business which further increases customer engagement.
Hitting the bullseye With Your Brand Message
When your potential customers start to repeat your message to you and others, you know you’re hitting the bullseye. Imagine having a sales conversation where the potential customer is explaining their exact problems using your exact brand message.
You know you don’t have to convince anyone, but just offer to finally remove the pain and frustration. That’s golden!
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FAQ – Brand Message
What is a brand message?
A brand message is a concise statement that conveys the values and identity of a company. It is a crucial element of branding, used in various forms such as advertisements, website content, packaging, and more. A well-crafted brand message helps create positive associations in the minds of customers.
What role does a brand message play in business growth?
A brand message is more than a slogan; it encapsulates the essence of a company and provides customers with an understanding of what to expect from the business. Crafting an effective brand message is essential for businesses aiming to increase sales and build customer loyalty, contributing to overall growth and success.
What are the different types of brand messages?
There are two primary formulas for crafting a brand message:
- Exclusion Formula: This highlights what customers can “get” without certain negative aspects. Example: “Upgrade your home without spending all your free time managing build projects.”
- Inclusion Formula: This emphasizes what customers can “get” while also receiving something desirable. Example: “Lose weight while enjoying a treat every week.”
How can I create an effective brand message?
Crafting a compelling brand message involves several steps:
- Clearly define your target audience.
- Communicate the specific results customers can expect.
- Understand the motivations behind why customers would care about these results.
- Craft the message to include triggers that capture the audience’s interest.
- Ensure the message is simple and easily understood.
What benefits does effective brand messaging offer?
Creating a powerful brand message has several advantages:
- Increased sales by attracting the right audience.
- Building customer loyalty and trust in the brand.
- Creating a memorable and recognizable brand identity.
- Fostering engagement by maintaining consistent messaging across various platforms.
How do I know if my brand message is effective?
An effective brand message resonates with your target audience. You’ll know you’re successful when potential customers start using your message to describe their own problems, indicating a strong connection between your message and their needs.
How does a brand message differ from a mission statement?
A brand message is a concise statement that communicates the company’s values and benefits to customers. A mission statement, on the other hand, outlines the broader purpose and goals of the company. While both are important, a brand message is more focused on immediate communication and connection with customers.
Can a brand message change over time?
Yes, a brand message can evolve as your business grows and adapts to changing market conditions or customer preferences. However, changes should be thoughtful and aligned with your brand’s core values to maintain consistency and trust among customers.
Is it necessary to have a separate brand message for different products/services?
While having a consistent core brand message is important, you can create variations of the message that are tailored to specific products or services. These variations should still align with your brand’s overall identity and messaging.
How can I ensure my brand message stands out from competitors?
Research your competitors’ messaging to identify gaps and opportunities. Focus on what sets your brand apart, whether it’s unique features, benefits, or values. Highlight these distinctive elements in your brand message to differentiate yourself from the competition.