Your Brand Can Talk the Talk, But What's it Saying?
Sam Maiyaki
I'm the Brand strategist for emerging and established brands who want to grow, nurture and convert their audience.
Hey guys! Welcome to today's episode.
Last time, we dove into your brand's tone of voice – how you express yourself.?
But now, let's tackle the WHAT.?
Enter your messaging strategy.?
This separates a forgettable brand from one lodging in your ideal customer's brain.
Let's take a look.
Messaging vs. Marketing – What's the Diff?
Strong Messaging Does This:
The Messaging Mix
Your Mission
Why do you exist?
This goes beyond just the product or service you offer.
It's the driving force and the "why" behind your work.
This focuses on an overarching ideal (environmental sustainability) that informs everything they do, making it aspirational and larger-than-life.
"To help women everywhere develop a positive relationship with how they look, helping them raise their self-esteem and realize their full potential."?
This has a defined target audience (women) and addresses a core emotional/societal need, not just physical beauty.
Value Prop
What SPECIFIC problem do you solve?
Not just,?"We're the best!"
Value Proposition:?"Tap a button, get a ride."
They succinctly solve the problems of waiting for taxis, unpredictable rates, and the hassle of using cash.
Value Proposition:?"Clear, mistake-free writing that makes the right impression."
领英推荐
Focused on the anxiety many feel about their writing, with the promise of both accuracy and positive image.
Tagline/Slogan
Tagline is a catchy phrase that sticks with people.
Think of it like an advertising jingle.
Tagline:?"Just Do It."
Evocative, action-oriented, not directly about sportswear but an attitude it represents.
Tagline:?"Think Different."
Challenges conformity aligns with an image of creativity and innovation.
That's Nice, But What Does It?Look?Like?
Imagine a super niche snack brand that targets healthy older athletes.
Their messaging might be:
Get Real Help Crafting Your Message
Sure, I can dish out advice all day.
But crafting those perfect few lines that nail your brand?
That's where the strategy magic happens.
You know the drill – DM me on LinkedIn or at [email protected]
Something Quirky
Remember "Got Milk?"
It is simple, direct, and weirdly memorable despite not even really referencing a specific milk brand.
The Wrap-Up!
Strong messaging takes those tone of voice principles and gives them purpose.?
The best messaging mixes align seamlessly.
Mission, value proposition, and tagline work together to tell a coherent story about your brand, not just spit out random marketing-speak.
Until next time, keep those brand-building wheels turning!?
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9 个月Love this!