What Is Brand Messaging And Why It Makes Everying In Your Business Easier
Today we’re looking to the MVP of your brand and marketing: brand messaging.
We always say that marketing is a practice in repetition. Without a repeatable message… Well, then you have nothing to repeat and nothing for people to remember easily.
Your brand messaging is the core of your business. It is what you do, how you do it, and who you do it for/with. Brand messaging is essentially the foundation of all marketing. Without it, we miss out on a consistent and grounded message that makes selling easier over time.
Oftentimes, our clients are afraid of repeating themselves too much, fearing that people will get bored with their content. But when we think that, we’re looking over a crucial reality: people don’t see every piece of content and messaging we put out into the world. Marketing is a practice in repetition, but also in numbers. It’s about getting the same message across on multiple platforms, multiple times so people remember it and take the time out of their busy lives to engage with it. This isn’t a given, as you may know. How often do we get messaging throughout the day about things we want to buy and engage with and still forget or overlook? For us, a lot!
Brand messaging is a collection of carefully crafted and tested words that describe who you support, how you help them, and what you sell. It encompasses how your brand sounds, talks and feels. And most importantly, it sets the tone for how you want your brand to make people feel.
Brand messaging is a foundation for how you talk about your business and create the possibility to be fully represented in what you do. It doesn’t have to be a hard time.
This guide includes things like your company’s (even if you’re a solopreneur) mission, vision, unique selling proposition, core values, elevator pitch, taglines, and a brand word bank.
A clear brand message is essential for any brand and supports you in talking about your business and offers more openly.
Here are a few of the ways that having solid brand messaging helps you in your business and marketing:
#1 Website copy just flows
Like the sound of that? So do we! When you have a clear message (what you do, how you do it, and who you do it for) the easier it is to talk about it. You aren’t stuck trying to think of a concise way to describe what you do because that’s built into the very foundation of your business. It will make creating web copy or content that much easier for you.
AND, even If you have someone who assists you with copy, established brand messaging makes it a much more streamlined process for them because they’ll go into it with a very clear understanding of what you do. Clear brand messaging is an essential tool if you have a team or anyone else who works with/for you and talks about your business. No one will ever be confused as to what you do!
When you have a clear message, it makes it so much easier to talk about it again and again. And do so well! Your copy should just flow right out of you because you won’t be struggling for a way to explain everything (If you are though, we can help with that).
#2 Makes your brand recognizable on multiple platforms
When your core is aligned across platforms, you’re easy to recognize. Think of your brand messaging like a logo or branding colors. It’s what makes you, you!
While there are different techniques for different platforms, the repeatable messages are the same. Let’s use social media bios as an example: Your LinkedIn, Instagram, and Twitter bios are all going to be different in length (and likely in language) because of the nature of the platforms, but the core message/summary is the same. No one will be wondering if they’re in the right place or not :)
#3 Less explaining what you do
Oy, that awkward moment where we can’t quite describe what we do. This is especially frustrating if you’re trying to promote your business. Brand messaging is key to not having to go to great lengths to get your message across. Like with your website, the more established your message, the easier it is to talk about it.
People shouldn’t be confused (hopefully, or they’re less likely to be!) and need explanation because you have such a solid foundation that 1. It’s already clear 2. It’s very easy for you to explain. Good brand messaging is what gives you the “elevator pitch”. If you’re not able to describe your business in that 1-minute elevator ride, then it’s time to return to messaging and really hone in on the core of your brand. This doesn’t have to be robotic or the most scripted, simply a foundation to share based on the human standing in front of you.
#4 More attracting who you set out to support
When your message aligns with who you want to help, they’ll find you. That’s the goal, right? Knowing your audience is an essential step in building your brand messaging. In order to make that awesome messaging, you have to do the work of establishing who you serve. (This may evolve as your brand grows, just like your messaging might, too! That’s not a bad thing!)
Brand messaging is the niche you fill, how, why, and who for. If your work is filling a niche; if you’re clear on what that is, who it’s for, and you do it well, then when those people are trying to fill that gap, they’ll find you.
In conclusion, ;) repeat yourself often and with great energy or chill! Because that’s what will stick and cut through the noise your audience is strolling through every day.
