Brand Messaging | Why it's Important
Brand messaging, you’ve probably heard of it, but what really is it? Your brand messaging is who you are, what you offer, why it adds value to your clients. The messaging uses words and phrases that connect with your ideal client, so they understand that you are speaking directly to them.
The key piece of strong brand messaging is that it needs to be relevant to your ideal client, otherwise you will not connect and convert them.
Why is Brand Messaging important?
Consistency is key in marketing, you are probably going to talk to your potential customers several different ways before they commit to purchasing from you. You want all of those interactions to be consistent. Just like branding, where you keep your logo, brand colors and elements consistent so your brand is recognizable the same is true for the words you use.
Where should you use it?
Every time you speak or write about your business you are using your brand messaging. When it is clear and consistent your customers will recognize your business.
Here's some examples of where to use consistent messaging:
- Website Copy
- Website Hero Tagline
- Welcome Guide
- Investment Guides
- Social Media Captions
- In Person Elevator Pitches
- Your About Page
- Your Professional Bio
Basically, anywhere and everywhere you are interacting with potential clients.
Have you ever read a tagline or saw a commercial and thought to yourself “what does that even mean?”. Yeah, me too! Oftentimes brand messaging is compromise by trying to be clever or witty. When really, you just need to be clear so your ideal clients know what you are talking about and how they can buy it from you.
Skip anything complicated, use small, clear words and test your messaging. Try out your messaging the next time you introduce yourself. Does the person you are speaking to understand what your company does? If not, go back to the drawing board and make it simpler.
At the end of the day, having clear brand messaging will help you discuss your business in everyday conversation, communicate your value more clearly to potential customers and make writing anything about your business, whether its website copy or Instagram captions easier.