Successful branding, and appropriate marketing based on that brand, is vital to the success of any business, big or small. The way that a producer or company relates their brand’s narrative to the audience is often called “brand messaging”.
In the 21st century, a hugely important component of any messaging campaign is social media. A company’s social media posts over days, weeks, months, and even years paints an image of what the company does and who it does its work for.
Effective companies have a specific messaging strategy to convey their carefully constructed brand stories to their customers. The most iconic examples that come to mind are NIKE’s “Just Do It” and BMW’s “Ultimate Driving Machine” slogans.
Here are a few tips on how to create your own brand messaging that your audience will appreciate, both online and in other mediums.
Step 1: Define Your Values
What does your company do? What is the reason behind what it does? What problem does the product or service solve? This important beginning step should focus not just on the how of what your brand does, but the why. Knowing why a brand exists and how it serves its customers is the foundation of any brand’s messaging.
The concept of defining values is closely linked to the concept of mission statements. These are basically short-form manifestos, outlining a company’s role in the world and its relationship to its customers and the wider community. Experts highlight the importance of a well-defined and thoughtful mission statement to a company’s long-term success. In the absence of a mission statement, moving successfully into the future can be more challenging than it needs to be.
Step 2: Targeting Your Audience
Once you know how and why your brand exists, the next step in your messaging campaign should be to understand the audience who consumes your product or service. Things like age, gender, geographic location, socioeconomic status, and more should all shape your brand message. For example, if the product is a luxury watch and the audience who consumes your content is mostly upper-class, the brand messaging should focus on the exclusivity of the watch brand to pique the interest of this target audience.
Step 3: Craft the Message
Finally, use all the information you’ve gathered about your own brand and about your audience to sloganeer the perfect message. You want to focus on crafting a message that is both easy to understand and compelling. It may help to keep in mind the old marketing adage that brevity equals sales. Of course, use Insightly to schedule your on-target social media post.
With the massive information flow on the web, the competition to capture eyeballs (and hearts and minds) has never been fiercer. Any successful brand is going to need a compelling story explaining how and why it does what it does. Taking the time to research a brand’s audience, and then to dissect their interests and personalities, can be hugely beneficial to building a loyal customer base and ensuring the long-term viability of a brand.