Picture yourself in this situation: you receive a notification from your business Instagram account saying that you have a new follower. When you go to check who it is, you see that it is a business account. The feed is attractive, and the photos and colors are consistent but something is missing… Even with all the positive things that the brand account has, you can’t figure out if you are interested in what it offers. Or maybe you are interested in the product or service, but for some reason, you are not so sure you want to buy it from them. Not only are you unlikely to start following that account, but the chances of you remembering it are slim.
Now imagine that the same thing happens to someone else when they see your business Instagram account or your website. You definitely don’t want your business to be forgotten by a potential client, do you? Perfect, so to be remembered is always useful to develop a brand message.
And what is a brand message? Brand messaging is about communicating the essence of your brand to your potential customers using the right words and expressions. It’s about consistently connecting the pillars of the brand with those who might be interested in it.
You may be wondering why you should even think about a message, after all, you got to where you are without having a defined message. The reality is that most of us sell products or services that already exist, and lots of people offer the same things we do. So if we want to be remembered, we will have to appeal to some kind of differentiation. Ideally, we will differentiate ourselves thanks to our product or service and the way we work. But it is also important to tell or communicate the essence of our brand, especially to those who do not know it, and this is when we see the benefit of a good brand message.
Why? Because with a defined message, we will have more possibilities of attracting the people we want to reach. The brand message can take different forms: it can become a slogan, a tagline, a sales pitch, etc. But all these formats will have something in common: they will convey the essence of your brand briefly and concisely, even if the concepts behind these ideas are more complex. The objective of the message is for the brand to be remembered and desired.
Here are some examples of brand messages:
Dove: This brand does not simply sell personal care products. The brand focuses on real people and the intention is also to highlight the natural beauty of its consumers.
Coca-Cola: We all know what the product is about. The idea of the message is that by consuming it, your everyday moments are more enjoyable and special.
Chicco: Chicco manages to convey in its message not only the durability of its products but also reflects long-lasting emotional and affective bonds.
If you want to define a message for your brand, you can start by asking yourself these questions:
What is the value proposition of your brand? Detail what makes your brand different from the competition and how it will benefit your target audience.
What is your audience? Focus on a group of people and get to know them. Find out what their interests, needs, tastes, and habits are.
What are the values that guide your brand? These are the key points that will make your brand attractive and trustworthy to your target audience.
After reflecting on these points, formulate an articulated message in a tone that resonates with your ideal customer. From there, you can see how to integrate the message into the different elements of your brand identity in a consistent way.