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.

In this article, we will discover the following:

• What is a brand message?
• What different types of messages are there?
• And how can you create one that sells?

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 the 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?

At Avenue, we 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.

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!

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

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!