Brand Messaging

Brand Messaging: The secret sauce to improving brand experience

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In today’s competitive world, keeping up pace with the needs of the target audience can be challenging for the brands. As 64% of customers connect with a brand due to shared values, crafting a brand messaging that resonates with your target audience has become more important than ever. But, how to create a persuasive and effective brand messaging that captures your customers’ hearts and elevates their experience? Let’s find out:

Why does brand messaging matter?

There’s no doubt that the content of every brand tells a story that needs to be consistently shared across all touchpoints. Brand messaging can be defined as the art of communicating your brand’s essence to potential customers through the use of words. Intending to articulate your brand in a simple yet powerful way, it lets you reach out to your intended audience and persuade them to buy your product. Here’s why it’s important to focus on brand messaging:

  • For improved engagement: Customers always desire a relevant and strong bond with a brand. Thus, brands shouldn’t only fulfill their demands but also become a greater part of their lives. With effective brand messaging, it becomes easy to engage the target audience and deliver an exceptional experience that they crave!
  • For expanded reach: With the right brand messaging, companies can successfully communicate their unique value proposition to the audience. By humanizing a brand in front of the customers, it helps in increasing the brand’s visibility and improving the overall experience. 
  • For gaining trust: Trust is a primary reason why customers prefer to buy from a particular brand. With effective brand messaging, you can cast a great impression of your brand on your customers that can help to build trust.
Brand Awareness Guide

Where can your brand messaging go wrong?

Brand Messaging1

Mushing the product & corporate messaging collectively

There are various companies that have their corporate messaging framed by adding some extra words (like ‘leader’) to their normal product messaging. For instance, “We’re a leader in ABC indecipherable technology.” or “We empower our customers to solve XYZ indecipherable problem.” In both of the cases listed above, the intended prospects or customers don’t understand anything about the company through corporate messaging. It’s the organization only that feels proud of its so-called indecipherable offerings.

Not connecting on a human level 

It’s important to NOT forget that customers are human beings. Even if those customers are carrying their super-serious buying hats, the psycho-emotional dynamics will always be at play. If a brand fails to connect with its customers on a human level, the brand messaging will always come out to be barren and uninspiring. By connecting with customers on a deeper level, effective brand messaging can effortlessly spark a relationship with them that improves over time!

Not focusing on clarity 

Clarity is considered to be the heart of great brand messaging. It is usually observed that companies write paragraphs or pages for their branding where a simple sentence would do the job. In certain scenarios, confusion in the brand message occurs due to another deep problem, like a poor strategy or a breach in the leadership. So, understanding the root cause of the problem is essential to determine the right solution.

Absence of creative courage 

When it comes to branding, why do so most of the brands appear and sound like one another? While adopting a familiar visual appeal and speaking styles might look safer on the surface, the reality is the absolute opposite. By doing so, the brand gets easily blended among the pool of others and is not likely to be noticed. It’s important not to be afraid of looking unique or creating noise to deliver an exceptional brand experience

Making the most of your brand messaging

Start with discovering who you are

In order to craft a brand message, you need to answer questions like – what makes you different from the competitors, what is the unique value proposition (USP) of your brand, who’s the target audience of your brand & what are their needs, what type of brand messaging aligns with your intended audience, what’s the mission and vision of your brand? Answering these questions will help you determine your brand identity and the direction of your messaging. 

Understanding your audience well

Once you gain an idea of who you are and what you can offer, it’s time to delve deeper into your audience and their interests. Focus on creating buyer personas that not only represent your customers but also their objectives. This plays a key role in finding the balance between your brand and your target audience. 

Create a document to state your brand message 

After answering the required questions (shared above) and finalizing your personas, it’s important to wisely compile this information too. Create a document that explains your brand message, the unique value proposition of your brand, as well as the core themes to your brand identity. Start analyzing how your brand identity is aligned to your buyer persona. By identifying the common patterns, you can seamlessly gather various opportunities for brand messaging.

Deliberate messaging opportunities 

After creating a document that explains your brand and your audience, you need to start looking for the desired messaging opportunities. How to make your current campaigns reflect your brand message? How to leverage content for conveying your brand’s values? 

Once you gather an idea, focus on creating a tagline that effectively communicates your brand’s vision while highlighting your unique value proposition. Here are some tips that can help you create an apt brand messaging:

  • Everything you write should be in accordance with your brand’s values. 
  • Use buyer personas to create content relatable to your audience. 
  • Realize that no brand is perfect and you shouldn’t over-promise either.
  • No matter if you create website copy, write slogans for packaging, or draft a marketing email, your brand message should be communicated effectively.
  • Always ensure that your brand message is simple and clear to your audience. 

By encapsulating the core elements of a brand to resonate with its target audience, brand messaging is a surefire way of getting into their minds. While controlling the mindset of customers is not possible, you can certainly influence their choices through personalized and relevant brand messaging. Voxco offers powerful omnichannel survey solutions that empower you to uncover your customers’ needs and evaluate how they perceive your brand. Check out our detailed guide on how you can improve the overall brand experience!

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Great Research
Fast Insights
Best-in-class ROI

Voxco’s platform helps you gather omnichannel feedback, measure sentiment, uncover insights and act on them.

Join 500 + global clients across 40+ countries