Brand Strategy Series P4: Messaging
When we say “brand messaging” what comes to mind? Funny tweets from Wendy’s or Bose speakers’ Tik Tok videos? Well, you’re not entirely wrong.
Brand strategy messaging has become an essential tool for businesses to stand out from the rest. Effective messaging helps businesses build brand awareness, engage with customers, and create a long-lasting impression. The key elements of brand strategy messaging include tone and voice, language, and key messaging.
In part 4 of this Brand Strategy Series, we will discuss each of these elements how they can be used to create a successful brand strategy, and why you should care.
Tone and Voice
Tone and voice are the backbone of any brand strategy messaging. It refers to the way a business communicates with its audience. The tone and voice of a brand should be consistent across all platforms, whether it's social media, advertising, or even customer service. The tone and voice should be reflective of the brand's personality, values, and target audience. For instance, if a business wants to target millennials, they might use a more casual and conversational tone (Netflix, Duolingo, Wendys). In contrast, a business targeting professionals may use a more formal and authoritative tone (Linkedin, Microsoft, Apple). It's essential to understand your target audience and choose a tone and voice that resonates with them.
When your brand tone of voice is unique and consistent, it translates to a well established brand which then helps to stand out companies. Don’t just go by what we say, let’s let the stats do the talking:
A well established voice should resonate with your audience and be used to build trust. In the 46% of consumers prefer to buy from brands that they can trust.
According to SEMRush, 65% of customers emotionally connect with brands that make them feel appreciated, while 64% trust a company because of shared values.
88% of respondents in a recent survey from 2021 Edelman Trust Management Brand Tracker said it was important to purchase from brands that they trust.
Language
Language refers to the words and phrases used to convey a brand's message. The language used should be simple, easy to understand, and relevant to the target audience. A business should avoid using jargon or complex language that could confuse its audience. Basically, know your audience and speak to them. As mentioned in many brand strategy blog posts, consistency is key. For example, if a brand's tone is playful and lighthearted, it should use language that reflects that. Netflix, Bose and Duolingo are always cracking jokes online, using internet abbreviations (LOL, SMH, FYP). Mircosoft, Apple and Linkedin uses professional, technical, to the point language.
Key Messaging
Key messaging refers to the core message a brand wants to convey to its audience. It's essential to identify the key message and communicate it consistently across all platforms. A brand's key messaging should be memorable, unique, and relevant (cannot stress this enough) to its target audience.
There are 7 main elements to consider when developing a brand’s key message:
Concise: Your key message should be read or spoken in 30 seconds or less.
Strategic: Define, differentiate, and address benefits.
Relevant: No room for fluff. Balance what you need to communicate with what your audience needs to know.
Compelling/Inspirational: Design meaningful information to stimulate action.
Simple: Use easy-to-understand language. Use the K.I.S.S method (keep it simple, silly).
Memorable: It must be easy to remember and repeat.
Real: Your key message is not your slogan.
For example, if a business sells eco-friendly products, its key messaging might focus on the benefits of sustainable living and the importance of reducing carbon footprint. The messaging should be clear, concise, and easy to understand.
In conclusion, effective brand strategy messaging is crucial for any business whether the brand has been around for years or just getting started. The tone and voice, language, and key messaging all play a critical role in creating a successful brand strategy. By understanding these elements, businesses can craft a compelling message that connects with their target audience and sets them apart from the competition. At Sunday Roast, we can develop the perfect messaging plan for your business. Contact us today to get started.
