Do you know that everything you write can support your business’s funnel? Video scripts, e-newsletters, infographics, white papers, social media posts, blog posts, and web pages related to your business’s goals. You will need an effective brand message strategy to grow your sales and leads.
Some messages can build brand awareness by attracting and pulling your target customers in. Some messages will engage and build trust and also encourage your audience to do something. You need to choose the message deliberately and carefully.
Brand Message Strategy with 4 Easy Steps
The four steps you are going to see below will help you build a powerful strategy in brand messaging. Then the strategy is going to help you connect, engage, and convert the target customers.
1. Set a positioning foundation
You shouldn’t start writing the brand messaging if you don’t develop an effective positioning strategy. Positioning is going to provide a reference frame. Thus, your audience will be able to set your brand apart from other brands. You will also make the benefit of your offering more obvious to all prospects.
If a brand messaging strategy is like building a house, positioning is the first step that is as crucial as placing the foundation. It will be the foundation where you can build all messages. With no positioning, there will be no groundwork where you build your brand messaging.
2. Nail down your messaging framework
After preparing a solid understanding of your target customers, your differentiators and values, and your competition, you can build the actual framework for SMS marketing messages. Choose three words that are going to describe the voice of your brand.
You need to know the three most important benefits of the brand’s service or product. Imagine that your brand is actually a person. This is going to help you see what characteristics you can use to describe it.
Every brand pillar is going to have some supporting characteristics. Those brand pillars can help you see how you can focus the communications.
3. Create a key messaging document
The next step to creating a powerful and effective brand message strategy is making the key messaging document. This step has the goal of creating standard words your team can leverage in creating sales or marketing material.
Every messaging document in a business is going to meet different needs. Below are some examples of the most common messaging documents.
The one-liner is a sentence or two that describes what your brand is doing. This part of branding message strategies must focus on what your brand is and what benefits your brand is trying to deliver.
The tagline is a punchy and short summation that’s going to speak to target customers.
Boilerplate messages are engaging and informative summaries of your business. You can make them short or long depending on how you’re going to use them. A 50-word description will sum up the brand and its value point and a 100-word description can include a call to action.
4. Combine all aspects above together
The next step in creating a powerful brand message strategy is combining everything together. Every stakeholder and employee who is going to promote your brand should understand the brand’s unique value proposition. They must also be familiar with the value.
It is essential since your stakeholders and employees are going to interact with partners, prospects, the media, and customers. They are the brand’s core ambassadors and knowledge that contains all aspects about your brand is going to help them communicate more easily and clearly.
The Importance of Brand Message
Understanding brand message definition is just the beginning. You should also learn why brand message is critical and how to start delivering your branding text message. Developing brand messages will give you many benefits. It will strengthen your unique brand identity and create an organized brand.
Brand messaging may look effortless but it actually will take work and thought on the back end. That’s how it will appear flawless when you present it to others. Follow the entire steps above and you’ll create a very effective brand message to make your brand stand out among competitors.
Use one of the SMS Broadcaster’s devices to spread the brand message you earned from implementing the four steps of creating a brand message strategy above.