Crafting Your Brand Messaging

Whether it’s your website copy, newsletter, or the caption in your latest Instagram post, anytime you communicate through words, you should be articulating the essence of your brand.

It's through your brand messaging that consumers can relate to you. It's the space in which they're able to recognise themselves; finding shared values, interests and goals.

Here are 5 questions to ask yourself when crafting your brand messaging:

Who are your audience?

To communicate effectively, you need to understand who you’re talking to and what they care about. What are their needs? Interests? Desires? If you haven't already, create buyer personas that represent who your customers are and their goals.

What are you offering?

This will be your brand promise. How will your brand benefit your ideal buyer? What can your customers expect to receive every single time they interact with your company? A powerful promise goes beyond profit goals. It provides a platform for your entire brand narrative and without this North Star, it is difficult to communicate consistently.

How is your brand different?

To identify this, you need to conduct market research, as well as a thorough competitive analysis. Once you understand which niche you fill, you can ensure that your brand messaging is an extension of your positioning.

Where will you engage your audience?

Delve into data. Use it to identify the most popular channels amongst your audience. Where do they spend most of their time? For example, we know that Gen Z festival goers will flock to TikTok, a fashion brand appealing to millennials should focus more on Instagram, and for a B2B business, LinkedIn is key.

Why should they choose you?

Once these previous point have been established, it’s important to understand why consumers should choose your brand. The ‘why’ will help shape your overall messaging. Understand what gets your customers going and how they want to engage with you.

Whether you’re starting a business or undergoing a re-brand, your brand messaging is a component not to be overlooked. As the old saying goes, ‘you don’t get a second chance at a first impression’ - are you making the right one?

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