What do you do if your brand messaging lacks logical reasoning?

Here's my perspective: Be your own critic: Does your messaging make sense? Would it convince you if you were a customer? Look for missing proof: Back up your claims with evidence (testimonials, data, specific examples). Test with outsiders: Ask others for feedback. Do they understand your message and find it believable? Example: Weak message: "We offer the best cleaning service." Gap: You don't say WHY you're the best. Fix: "We offer the best cleaning service with 5-star reviews and a satisfaction guarantee."

It is always important to do periodic reviews and assessment of your brand message. Identify where the disconnect is when you find out your brand message doesn't make sense. Remember you need to put yourself in the position of your target audience or customers. The next thing you need to figure out is, if you got your Positioning, Targeting and Segmentation right. Then ensure your brand promise is substantiated with evidence of sustainable delivery.

If your brand doesn't make logical sense, the first thing you should do is take a long hard look in the mirror. Is it your fault? Did you get carried away with innovative, creative ideas that just don't make sense? If so, reset and go again. Or has there been interference from other teams or members of the leadership group? Great ideas often get destroyed by committees. Think of constructive ways to tell them to stay in their own lane!

When identifying gaps in your brand messaging, you want to conduct a comprehensive analysis to understand where the logical inconsistencies or weaknesses may exist. 1. Review current messaging across channels: Examine website, social media, & marketing materials. 2. Compare with competitors' messaging: Evaluate strengths and weaknesses. 3.Seek feedback from stakeholders & audience: Gather insights from internal & external sources. 4. Conduct audience research: Use surveys and focus groups to understand perceptions. 5. Evaluate alignment with brand mission & values: Ensure consistency with core principles. 6. Identify specific gaps in logical reasoning: Pinpoint areas lacking coherence or clarity.

With brand messaging, I've found that having a clearly defined value proposition, clearly defined values, well-defined brand personality and archetype and a clearly defined customer helps you define a clear unique voice and messaging that both quintessentially represents the business and communicates with the ideal customer. I think that's the sweet spot. When there's clarity here, then it's time to engage experts.

To enhance your brand messaging's logical reasoning, consider engaging experts who can provide valuable insights and recommendations. Here's how: 1. Consult marketing experts: Seek guidance from professionals in brand strategy and communication. 2. Tap industry specialists: Engage individuals with deep knowledge of your sector for valuable insights. 3. Involve communication experts: Collaborate with linguists or psychologists to optimize message clarity. 4. Collaborate with copywriters: Work with skilled writers to craft compelling, logical messaging.

Copywriters and marketing specialists: Collaborate with experienced copywriters and marketing specialists who can help refine your messaging and ensure it is clear, concise, and logically sound. Subject matter experts: If your messaging involves complex topics, consider engaging with subject matter experts who can provide factual accuracy and insights to strengthen your claims

This is inexactly what I said 1. Get someone whom you trust who can be a real soundboard and has different strengths and weaknesses 2. Be willing to evolve and change for your brand 3. Stay critical to your mission

To refine your brand messaging for better logical coherence, consider the following steps: 1.Analyze current messaging for gaps: Review existing content to identify any inconsistencies or weaknesses. 2. Clarify key points and value proposition: Ensure your message clearly communicates the benefits of your brand. 3. Address objections and concerns directly: Anticipate and alleviate potential doubts your audience may have. 4.Simplify language and avoid jargon: Make your messaging accessible and easy to understand. 5. Provide evidence and examples for credibility: Support your claims with data or testimonials. 6. Ensure consistency across all channels: Maintain a unified message across various platforms.

Evidence and support: Back up your claims with evidence and supporting data whenever possible. Use statistics, case studies, or customer testimonials to build logical arguments and enhance credibility. Cause-and-effect: Ensure your messaging establishes a clear cause-and-effect relationship between your product or service and the benefits it offers to customers. Explain how your brand addresses their needs or solves their problems logically

Reevaluación de la estrategia de marca: Una vez que se haya identificado la causa del problema, es importante volver a evaluar la estrategia de marca en su conjunto. Esto implica revisar los elementos fundamentales del branding, como la misión, visión, valores y propuesta de valor de la marca. También es crucial garantizar la coherencia entre todos los puntos de contacto con el cliente, desde la identidad visual hasta la comunicación verbal.

This is a keys element to the success of your brand. You will sit on a flat lined bell curve until this is solid. This carries huge significance in the overall success

Another way I find useful to test messaging is to try and explain the idea to a child. Most times, if the message can’t be summed up into a simple, clear idea, that your 10yo nephew would understand, it lacks logical thinking and should be revised. Anyone else ever tried this method?

Testing and iterating involve conducting experiments and making iterative improvements to your brand messaging based on the feedback and data collected. Here’s how it works: 1. Develop testing methods: Create experiments to assess messaging effectiveness. 2. Collect feedback: Gather input from surveys, analytics, and social media. 3. Analyze results: Evaluate feedback and data for insights. 4. Iterate based on insights: Make improvements to messaging. 5. Continue testing: Implement changes and repeat the process.

A/B testing: Utilize A/B testing to compare different versions of your brand messaging. This allows you to identify which messaging resonates best with your target audience and achieves the desired results. Refine based on data: Don't be afraid to iterate on your messaging based on testing results and customer feedback. Continuously refine your approach to ensure it is clear, logical, and impactful

Internal communication: Educate your internal team on the revised brand messaging and the reasoning behind it. Ensure everyone who interacts with customers, from sales representatives to customer service personnel, understands your brand's value proposition and can communicate it effectively. Consistent application: Train your team on how to consistently apply the revised messaging across all marketing materials, social media interactions, and customer touchpoints. This ensures a unified and coherent brand experience

Consistency and repetition are critical, telling someone once is generally not enough especially if the old messaging is well ingrained in their mind. Start with why changes are being made, listen to and directly address concerns about the changes, and discuss the benefits (to them) of making the changes. People like to know why, what-if, and how does it affect me... if they feel comfortable that their concerns are addressed they become receptive to making changes, which is when repetition becomes important. We are all inundated with things we're supposed to be doing or remembering... have some grace with the forgetful, and continue to train / coach / mentor until you have top to bottom adoption of the new messaging.

Track key metrics: Track key metrics such as website traffic, conversion rates, and brand sentiment to gauge the impact of your revised messaging. This data helps you assess whether your messaging is resonating with your audience and achieving your marketing goals. Be prepared to adapt: The market and customer preferences can evolve. Be prepared to adapt your messaging over time to maintain its logical foundation and effectiveness

Review your brand’s core values, mission, and unique selling proposition. These elements are the foundation for all your messaging, ensuring it resonates emotionally and logically with your audience.

Target audience: Tailor your messaging to resonate with your specific target audience. Use language and reasoning that aligns with their level of understanding and interests. Transparency: Be transparent in your communication. If your brand cannot fully support a claim with irrefutable evidence, acknowledge limitations and focus on the areas where you can demonstrate value through logical reasoning

As a saying goes "if you not convinced you can't convince others". To revisit brand messaging additional ways could be to have dipstick study in mapping gaps (more feedback, data, analytics driven as per current market) this can be complimented with identifying it's resonance with brand values and ethos followed with designing methods to address the concerns.