Whether it is a clear and loud slogan or a company-specific tagline, the brand message is something that people acknowledge or connect with.
The current advertising landscape, along with its opportunities, also offers several challenges to advertisers. By having an impactful brand, your company can create a memorable identity that encourages consumers to buy from you. Your branding also supports your marketing and advertising effort, as well as brings pride to your employees. All of the benefits can only come by building an impactful brand.
So today, we will be looking at the steps to create an impactful brand message.
How to Create an Impactful Brand Message?
#1 Identify your target audience
If your brand cannot resonate with your audience, your branding effort will not lead to awareness, trust, and sales. This is where the target audience comes in. You will find that the competitive advantage when building a brand is narrowing your target audience. This way, you can ensure that your brand message reaches your audience crystal clear.
So the first thing to do is research your target audience—who your brand will interact with. Who does your product serve? Who is your ideal customer? It is essential to be specific.
Moreover, find out the detailed behavior, lifestyles, and needs of your consumers. What you learn about your target audience will influence your branding decisions later, making this step a top priority.
#2 Establish a mission statement
Every successful brand has a powerful mission to pursue. And so should you. It is what you love to do for others through your product or service.
Four questions you should ask yourself when defining your brand’s mission are:
- Why does your company exist?
- What problem can you solve?
- What is different about your product or service?
- Why should anyone care?
Your mission statement should cover why your organization exists. And why people should care about your brand. If you can convey the purpose of your business, every part of your brand (logo, image, tagline, voice, and personality) can reflect your mission to the audience.
#3 Outline your brand values and benefits
There will always be brands with more resources and bigger budgets to dominate the industry. But your product, service, and benefit are yours alone, and they make you stand out to gain loyal customers.
Creating an impactful brand means you dig deep to find out what you have to offer, and no one else can do it. What you need to do is focus on the values and benefits that make your brand unique. If you know exactly who your target audience is, give them a good reason to choose your brand over others.
Take a moment to jot down a list of the factors that set your business apart from competitors. Do not think about product features (like appearance, capabilities, and components). Instead, try thinking of how your products or services improve lives and contribute to people’s success.
#4 Create a unique brand voice
Your brand voice depends on your company’s audience, mission, and industry. It is the way you communicate with your customers to get a response. What would your brand sound like if it could talk or text? Ultimately, you want to create a unique brand voice that makes sense and can resonate with your target audience.
You will find that the right brand voice gives the best opportunity to connect with consumers. Otherwise, they probably will not give a second look at your brand. From advertising campaigns to blog posts, brand stories, and social media captions, make sure your tone of voice is consistent across all of your written content.
Further, allow your audience to get acquainted with your brand and learn to recognize your voice. A community of readers, subscribers, and followers will expect a certain brand voice when consuming your content.
#5 Build a brand of visual assets
At this point, you understand your target audience, mission statement, values, and unique brand voice that make up your business. If you can confidently say you have mastered the previously discussed steps, then it is time to move on to the next part of branding—visual design. The visual design includes your logo, color palette, fonts, icons, and other visual elements.
These will become the identity and the visual recognition of your brand. As you create these elements, build a set of brand guidelines to let your employees know how to use your visual content. This will also ensure that anyone using your brand’s visual assets, such as designers and agencies, can do it correctly. Consider hiring a professional when designing your virtual assets.
#6 Integrate branding into every aspect
After you finish designing and creating a new brand, it is time to integrate it into every aspect of your business. Please pay close attention to ensure it is displayed wherever your business comes into contact with customers.
Your brand should be visible in everything your audience can read, see, or hear. From business cards to advertisements, products and packaging – they all need to have your logo at least. On other digital platforms, make sure your brand has a uniform look.
Your branding guidelines will help create consistency in visuals using colors, logos, fonts, photography, and more. And do not forget to use videos! YouTube, Facebook Video, Facebook Live, Instagram Stories, and Snapchat are all platforms that need platform-relevant content that projects your unique brand voice and personality.
For those who want to try podcast audio, use themes and topics that support your brand’s message, values, and mission.
In short, you should strive to integrate branding into every aspect.
#7 Keep a consistent brand image
Unless it is time to change your brand into a more effective one based on measured consumer response, you need to keep a consistent brand image. Once you have used your branding in every piece of content you create, document the brand guidelines and distribute it internally for reference, even outside the company.
You will need to have a consistent brand image for at least a few years. Do not constantly change your brand elements, or the inconsistency will confuse the audience and make long-term brand building harder to achieve. You will see some big companies change their branding once in a while. But it is often after a long time, and they want to adapt to new branding standards, while the core missions and values often remain unchanged.
Once you build a powerful brand message, you will have a legitimate messaging framework by your side. Impactful brand messaging will depict your mission, who you are, and where you stand.
To create such a brand message, you should pay utmost heed to provide value to your amazing customers. However, while you emphasize how you can provide value to your customers, do not entirely neglect product features.
So, these were some steps to create an Impactful Brand Message.
Build a powerful brand message and connect with your audience effectively!
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