If your brand’s messaging is off or inconsistent, your business will suffer. You risk losing potential clients, turning off loyal ones, and needlessly spending money. That’s why it’s important to nail down your brand messaging strategy and stick to it.
Read on for five do’s and dont’s of modern brand messaging!
1. Do the Research Before You Start
One of the most important parts of marketing is having a plan. The same goes for modern brand messaging. Before you can make a plan, though, you’ve got to know what you’re planning for. In order to master modern brand messaging, you’ve got to do your research.
First, you’re going to need to research your competitors. You won’t be the only business out there offering your goods and/or services, so establishing what sets you apart is a must. Why should consumers choose you over the other options?
Next you’ve got to pay attention to current market trends. By collecting and analyzing that data, you can form a fairly accurate prediction of future trends. This will allow you to tailor your brand marketing in a way that will appeal to your target audience more.
After that, figure out what your brand’s tone and online presence is going to be like. One of the reasons that planning ahead is so important is that it allows you to be more consistent. Consistent messaging is the key to connecting with your audience and encouraging customer loyalty.
Finally, you’ll need to come up with your company’s value proposition. Your unique value proposition attracts new customers and keeps them coming back for more. This could be a unique innovation, a service, or some other feature that you feel defines your brand.
2. Do Decide How You Want to Communicate
Once you’re done figuring out a rough plan for your brand messaging, you’ve got to decide how you want to communicate.
The first thing you need to establish is tone. Each brand has its own unique voice, which helps distinguish them from others.
Establishing your tone can then help you determine how you’re going to greet and address your followers, viewers, and visitors to your website. The tone may vary from casual to formal. Depending on your audience, it can appeal to a beginner or someone experienced in the subject matter.
Most importantly, it needs to be an accurate reflection of your business’s values, goals, and the goods/services that you offer. It should also make it very plain how your company’s name is both spelled and pronounced.
Two ways that you can standardize the communication expectations for your site visitors is by using a consistent post length and structure, a list of preferred keywords and a list of terms to avoid.
3. Do Keep Slogans Short, Sweet, and Memorable
There are three vital things that should be included on the header of your website: your brand name, logo, and slogan. For most brands, their slogan is the most memorable part of their content. Therefore, getting it right is vital.
Slogans should be catchy and pleasing to the ear. It is the first impression that many people will have of your business. It should be almost musical, featuring hints of rhythm, rhyme, and an easy-to-understand vocabulary.
Your slogan should represent your brand. It should highlight the key benefits of your goods or services, assure customer satisfaction, and appeal to your target audience.
Making a slogan too long makes it less memorable, so you have to do it all in less than ten words. The best, most memorable slogans are five words or fewer.
4. Don’t Cast Too Broad a Net
When it comes to brand messaging, it’s important to stick to your goals and values. They won’t appeal to everyone, but that’s okay, because not everyone is your target audience. Only certain people will need the goods and services you offer, so those are the ones you should draw in.
If you try to reel in too many people, your message may get lost in the process. When you stay true to your core values, your ideal customers will come to you because they identify with your brand.
5. Don’t Forget to Be Consistent
When branding and messaging are consistent, it’s easier for people to get on board with your brand. Even better if you can have some customer service reps available to respond to customers in a friendly way over social media!
Here at Matcha Design, we’ve spent decades honing our skills and creating unique messaging for brands. For more ideas on how to grow your brand, contact us! We’d love to hear from you!