How do you make your brand stand out from the competition? Through messaging!
Take a look at a few of your biggest competitors. Each one of you is unique. How you articulate what sets you apart from everyone else is the essence of messaging. It determines whether people will buy from you or your competitor and highlights how vital messaging is to your business and success.
Messaging is the bridge between your identity and your audience and shapes their views of your brand.
What do I mean? Imagine you just walked into a sporting goods store to buy a pair of leggings for your next half-marathon. You know the brands you will be reaching for that will help you go the distance. Separately, when you want to relax on the couch and watch a movie on a cold day, you know the perfect comfy pair to make you feel like you are wrapped in a warm hug.
How do you know? Each brand’s messaging and tone, all the way down to the colors in the visuals you see, portrays a feeling and tells you how to use their products.
Proper messaging attracts the right customers, increases loyalty and trust, builds credibility, and grows your business.
Determining What Message To Convey
So, how do you figure out what message to convey? Consider the following as a guide to help determine your brand’s messaging.
First things first, think about some basic questions as you develop your messaging –
- What problem are you solving?
- What makes your brand unique?
- What are the advantages of using your brand?
- How do you differentiate yourself from your competitors?
These questions lead you to define your brand’s values, identify your target audience, and develop your unique brand voice to set you apart from the crowd.
Defining Your Brand’s Core Values
Consider what’s important to you when determining your core values.
- What do you want your brand to be known for?
- What is your purpose and mission statement?
- What qualities does your brand embody?
- What type of customer experience do you aim to provide?
Defining these values anchors your messaging to make it consistent and authentic.
Identifying Your Target Audience
Knowing your target audience allows you to define and craft targeted messaging.
Who will be using your products and services? Create personas for each of your target audiences. Learn everything about them, including their age, marital status, interests, hobbies, and what’s important to them.
Understanding how your brand helps and improves their lives allows you to craft a message that resonates with them, compelling them to take action.
Developing a Unique Brand Voice
Your brand voice is your brand’s personality and should stay consistent throughout your marketing. Is your brand playful, serious, or maybe a bit whimsical? Create your voice and use it consistently throughout your written content, ads, pictures, and brand photos.
Remember to be clear and consistent across your messaging, as it helps build trust and loyalty, which is the first step to purchasing.
Your messaging helps people imagine what it will be like when they use your product. They want to see how your product or service is used, how you will make their life easier, and what that experience will be.
Brand photography is a great way to showcase your brand’s messaging. It’s crucial to your business that your photos reflect who you are and your unique personality.
If you want to elevate your brand through pictures or create a series of consistent photos to use throughout your digital presence, I’d love to help! Send me an email so we can connect!