“What does your company do?”
When someone asks you this question, how do you respond?
Better question...
When someone asks, "Who is your company?"
do you know what to say in 30 seconds or less?
Do you just stumble your way through the answer? Or do you have a brand messaging strategy that makes it easy for your audience to understand what you do and who you are, which makes you memorable?
You can't walk around with your logo on your forehead and expect it to tell everyone why your brand is the bees knees. Your logo is just part of your brand... think of it as what you're wearing, while your brand messaging strategy is what you're saying. It's useful during one-on-one conversations, but is also reflected in all your marketing materials.
Consistency is key.
Many business owners do not understand the importance of brand messaging. This is why entrepreneurs that do are ahead of their competition who struggle with identifying and personifying their brand identities.
You often hear the question “How much for a logo?” but rarely “How much for brand messaging strategy?” which hurts my soul as a brand strategist, because brand messaging plays such a vital role in your overall brand.
The goal of branding is to create a strong and positive perception of your business and its product(s) or services to persuade your audience to choose you over your competitors.
While the logo and visuals might get their attention, the brand message is what gets them to contact you. It's what enters and stays in their minds and shapes how they perceive your business.
Some questions you answer during the brand development phase are:
Who is your target consumer?
What are your values?
What are your brand identity and message?
Your core brand message is a compact statement that declares why the brand matters, what it stands for, and how it stands apart from your competitors. You can go back to it again and again when you need inspiration or a friendly reminder of who you are and what you stand for.
The core brand message will shape all of your brand’s subsequent brand marketing messages. Your brand’s tagline or slogan may closely match the words in your core brand message, or they can take different elements of it.
IMPORTANT: Your brand message should describe aspects of your business that are relevant to your customers and they HAVE TO BE 100% clear.
When you have your brand message in place you will know exactly what to say and how to say it to effectively share your company story, connect and nurture relationships with your target customers.
With gratitude,
P.S. A comprehensive brand book will also give you the strategies and messaging structure you need to establish and communicate your brand personality, purpose, and values on a variety of platforms. HALCON makes impactful brand storytelling and stunning design accessible for all businesses and budgets. Learn more HERE.
