Do You Need Brand Messaging? Yes. Yes, You Do.

We know, we talk about brand messaging a LOT. And, it might surprise you to know that when we do so, we’re not actually talking about copywriting. Fantastic copywriting is a crucial element of your marketing, in fact we think it’s the unsung hero of great brands, but in order to be both effective and efficient, all of your writing should be built from a solid, strategic and deeply branded foundation. Enter our favourite: brand messaging.

Brand messaging is a strategic framework that acts as a blueprint for all of your marketing and communications. To be truly effective, we believe it should be built in alignment with your visual strategy, so your entire brand identity reflects your purpose, what you do, and what you stand for, clearly positioning your business in the marketplace, and in the hearts and minds of your customers. It’s also an invaluable tool you can leverage to create aligned, repeatable, branded content, both inside and outside your doors.

But, how do you use it exactly? From a practical perspective, your brand messaging should form the foundational language on your website, with complimentary writing added for things like bios, services, and product descriptions. It should help guide your marketing decisions, and lead the creation of your marketing collateral, digital marketing, merch, recruitment & training materials, sales scripts, internal communications, wayfinding…anywhere and everywhere your brand speaks, your messaging should be front and center.

Building compelling messaging requires a strategic approach, exceptional writing skills, and a deep understanding of your brand’s audience and positioning. And, when aligned with the rest of your branding, sticking the landing on your messaging makes your brand not only grounded, but unshakable. Here are five things brand messaging should always do:

1. Speak to your people: Who is your ideal client and what do they care about? It’s critical to know your target audience like the back of your hand and speak directly to their wants, needs, and pain points.
2. Tell the truth: No matter how clever your messaging is, if it’s not true, your audience can tell. True, purpose-driven stories, well told, win every time.
3. Be consistent: Your messaging should be on-brand in regards to voice and tone, and never waiver. Nothing builds trust like consistency does.
4. Be crystal clear: Great brand messaging is a careful mix of succinct and engaging language, leaving zero room for misinterpretation. Keep it simple, and let your values and personality shine.
5. Have soul: Your messaging should make your customer feel something! Whether that’s nostalgic, hopeful, curious, or reassured, an emotion stirred means you’ve said something meaningful to someone who matters to your business.

Check out how our clients are using their brand messaging to build connection and inspire action. If you need help with any aspect of your brand, we can help. Get in touch! See case studies: Rusted Rake, Nevaeh Day Spa, The Old School House Arts Centre