Branding a business is not a one-size-fits-all proposition. Industries change, consumer desires change, technology changes, and even the platforms we use to convey our brand messages change more rapidly than ever before. So how can brands hope to curate an appealing brand message that will last? Unfortunately, there simply is no one answer to such a question. Yet understanding some fundamental branding and marketing concepts can help brands to formulate the brand message which will appeal to their consumers and drive the best possible results.
Today we will strive to answer this question by defining brand message, discussing the importance of brand alignment, how brands can meet their consumers’ needs and desires, and finally how to convey this message (or messages) in a clear and appealing manner.
Defining Brand Message
Brand messaging can be defined as “every communication which makes a buyer relate to the brand by influencing them, motivating them and propelling them to buy the product. It’s the message that tells why your brand matters, what is its value proposition, and how it is different from the competitors.” In other words, your brand message is how you convey your brand identity, brand personality, and all relevant brand materials to the public.
A brand message can also be thought of as a value proposition. What is it about your product that makes it so great? Do you have a superior product or is it more about the sense of adventure? Are you solving a problem that your competitors can’t? Conveying this information is at the heart of brand messaging.
The Importance of Brand Alignment When Finding Your Brand Message
When creating an appealing brand message, one of the top priorities should always be staying true to your existing brand. Brand alignment is the backbone of a clear and consistent brand message. Modern brands can sometimes fall into a trap of overreacting to consumer trends or even public reception to a particular product or marketing campaign. Balancing brand consistency vs. brand adaptability is a key component of any branding effort.
Modern consumers want to feel like they know their favorite companies inside and out. Maintaining a consistent brand personality, brand identity, and brand message is a great way to show the public that you have a clear, relatable vision. This takes time, but can pay massive dividends in the long run.
Brand Messages Must Meet Consumers Needs and Desires
If there was a singular answer for all branding decisions, the marketing industry would be far less interesting. In reality, each brand must ask themselves two vital questions before each decision they make:
- Is this decision in line with our current brand personality, brand identity, and brand positioning statement? In other words, does this decision keep our brand alignment?
- Will this decision meet and/or exceed the needs and desires of our consumer base?
We have already covered topic 1. Topic 2 is just as critical. Where a consistent brand message shows your consumers that you are trustworthy and genuine, a highly curated brand message that targets consumer needs and desires is what sells units. Let’s take a look at a successful brand message which follows these rules.
Mercedes Benz has a brand that is recognized the world over. Their brand message has been based on a simple idea that has since become their slogan: “the best or nothing.” Every piece of branding material put out by Mercedes conveys a feeling of luxury that meets the material and emotional needs of their consumer base. It says: while the other car companies change, we will always be Mercedes Benz, and our vehicles will always be the best on the road. Simple, effective, and appropriate for their products and audience.
Convey Your Brand Message Clearly
Of course it isn’t enough to merely identify an appealing brand message — you must also bring that message to your consumer base. The best brand messages in the world will not be well received if they are not properly conveyed. Without going into the details of design principles and other marketing areas, here are some high level ways that brands can convey their message clearly:
- Keep it simple. We already used the example of “the best or nothing”. What about Mercedes’ top competitor, BMW? Their slogan is “the ultimate driving machine.” These are great examples of simple ideas that are clear and easy to understand.
- Make it targeted. Effective brand messaging must reach its intended audience. Part of a clear message is making sure that it is getting in front of the right eyes and ears.
- Balance facts and style. Some brands benefit from a straightforward elevator pitch with facts, stats, and no-nonsense value propositions. Other brands are all about style and sizzles. Most brands fall somewhere in between. Understand your product and your audience, and adjust your message accordingly.
Improve Your Brand Message and Marketing with Clock Tower Insight
Clock Tower Insight is proud to work with a wide range of B2C and B2B industries, including retail, CPG, food service, and advertising organizations. We believe in using powerful, cutting edge research to offer brand-specific insights. With this insight, we work with brands to turn the data into actionable information, and eventually into business growth. Our services include brand positioning, customer experience management, and much more.
Learn more about how Clock Tower Insight can help your business today.