What do you do if your brand message is inconsistent across platforms?

Clear and consistent communication is key to building a strong brand. When your message varies across different platforms, it can confuse your audience, weakening your brand's impact. A messaging matrix can be a vital tool. It allows you to analyze your existing messaging, develop a detailed messaging strategy, and plan the most effective way to adjust and convey it on various platforms. The tool aligns your communications, ensuring each content piece reflects your brand, allowing you to tie everything back to the core messaging developed. This alignment strengthens your brand story and enhances audience connections. As your brand grows, remember to update the messaging matrix to keep your communication strategy effective and relevant.

If your brand message is inconsistent your campaign is not firing on all cylinders. In fact you’ve got multiple messages going in different directions. That only dilutes the impact. The solution is to get all channels pushing in the same direction by saying the same thing. We want the same message, look, sound and feel. A well buttoned up message positively represents your brand. Now is when the magic happens. Buyers see you on multiple channels with a consistent message and that makes a bigger impact. Studies show that when people see you on multiple channels your message is more credible and believable and the consumer will be ready to jump into the funnel! All of this can happen by having a consistent brand message! Good luck!

The best tool I've found for creating clear brand messaging that can be used consistently is the StoryBrand Framework. StoryBrand helps you create simple talking points based on storytelling elements which makes keeping your message consistent and compelling much easier. I start here with every project for my clients and my own business.

It is estimated that people see over 10,000 media messages/ads per day. This is far more than the human mind can process, store and recall -- so it is critical to be part of the information set that people do store/recall. Simplicity of message and consistency is key to recall -- especially when a buyer experiences a trigger event to cause them to enter the market for your solution category (you want to be associated with that category entry point). For this reason, it is essential to inventory all of the touch points a buyer would experience when buying from your company (Sales, Marketing, Onboarding, etc.) and equip them with consistent narratives using tools like a brand standards guide, message map, and competitive positioning.

Start by developing your brand guidelines. This is a document that acts the cornerstone for which all materials are developed. Make sure that all team members have access to the document and make sure they are clear on the contents. It could be helpful to meet with all stakeholders to cover this information. Questions can be answered and clarity can be gained. As assets are organized, multiple team members should assist in organization and assessment. Assets should be clearly named. Multiple versions could be confusing. Organizing in the simplest of terms works best. By starting with brand guidelines that all members have access, inconsistencies will be averted. Campaigns will run smoother and be more successful!