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The brand message architecture may seem hard, but we can help you with that. We’ve prepared a comprehensive guide with all the ins and outs of brand message crafting. Learn how actually to deliver, not just shout in an empty room.
Living in the year 2019 makes every marketing case complicated, cause so many brands have already used this or that. This results in people searching for a unique tone of voice or exclusive brand message that could shake the market up and give their brands more recognition.
We’ve decided to prepare a list of essentials that you’ve got to consider when you approach a brand message creation. But first, let’s start with the basics.
What Is a Brand Message?
If you have this question, you most probably need this post more than you think. Any brand that wants to be recognized widely and considered serious has a brand message that it delivers.
The idea behind this is simple. Every brand has positioning, and it stands on the pillars of value propositions that this brand conveys to the target audience.
To put it even more simple, the brand message definition can go like this: it’s the message that you convey to your end-user/target audience through your communication channels. This message describes how you stand out, how you’re different from the others and defines the values that your brand has or wants to stick to.
We believe that now you understand that the understanding of brand message requires you to do a lot of work on brand positioning and brand personality. Here’s what you’ve got to learn and prepare to be successful in it.
1. Learn How Your Audience Talks
Before you start to appeal to your audience, you’ve got to do research on how they act, talk, and what they believe in. You won’t be able to convey a message effectively to your audience if you’re not on the same page.
Once you learn the lifestyle, habits, and way of communications that your audience has, you’ll be able to send your brand message in the right direction. You will be able to reach the minds of your audience.
2. Define Your Brand’s Core Values
As we’ve already mentioned, when you convey your brand’s message, you rely on the values that your company stands for. While telling your audience how you stand out from the crowd of similar brands, it’s important to remember that you’ve got to have core values behind you to be trustworthy.
Build your brand’s personality and define the key fundamental values you stand for and you aim for, his will help your message be ‘for real.’ Otherwise, you’ll get lost in the ocean of the same empty talkers.
3. Define the Tone of Voice
When you know how your prospective clients talk, it will be much easier for you to establish the tone of voice for your brand message and global interaction guidelines.
The tone of voice is an essential part of the brand bible that will define the success of your message. Only if you choose the right tone of voice that will fit your target audience, your brand’s message will resonate with the people you aim to work with.
4. Be Realistic, Promise & Give
We want you to keep in mind that promising the moon and the stars is cute, but you’ve got to stay real and make sure you deliver what you promise.
Overpromising is a huge trap that some modern brands fall in a while, trying to convey their message to their target audience and current clients. They promise the moon, but harsh reality hits them to the ground. Keep your promises real and achievable. Otherwise, you won’t be taken seriously by your own target audience.
5. Stay Consistent
How many times did you hear the ‘consistency is the key’ mantra? Well, despite how old it is, it’s very accurate for the brand message crafting. When you’ve already developed the core values, learned how your audience talks and even came to an understanding of what your brand message should look like, you’ve got to ensure the consistency in your communication.
Brand communication has many forms: social platforms, offline ads, digital signage, etc. You’ve got to make sure that wherever your brand is present, the core message of your brands is the same as you’ve planned before.
The constant discrepancy is a road to nowhere.
6. Create Your Brand’s Message Framework
But how do you achieve that? It’s easier than you thought. Just work on the brand’s message framework to establish some ground rules for your brand message.
Prepare a set of guidelines and make sure that every interaction and marketing effort you take, complies with these guidelines. These rules will ensure the consistency and will help you stay on the same page on every level of brand development and marketing inside the company.
7. Stay Ahead of Your Competitors
This is a crucial step that some brands skip. When you have already finalized your brand message, you’ve got to ‘sync your watches’ and check the other brand message examples.
We mean that you’ve got to make in-depth research of your niche and make sure you don’t cope with the brands you compete with. You’ve got to stay on top of your game and avoid the copy-paste attitude. No matter what, your message should be authentic and impressive.
Always Do Your Homework First
Our today’s list of tips can be saved as a cheat sheet, cause we’ve highlighted the fundamentals of brand message crafting. Delivering your message is not easy these days, but if you approach this part of your brand’s marketing smartly, you’ll see tremendous results.
Make sure you don’t miss a thing and do everything from our list to get the best results. Your brand message should be heard by millions, and we think now you’re ready.