When creating a brand, it is important to establish how you will get your brand message to potential customers. If your brand is a train, the brand messaging you use is the engine powering it forward. People see, interact and even ride along with your brand, but without something to propel it forward, it won’t go anywhere. Nobody wants to be on a train that doesn’t move. Ask our Digital Account Coordinator, he’d love to tell you about his recent experience getting stuck on amtrak for a few hours.
Great brands create an immediate connection.
Take Nike for example. When that swoosh pops up, you know it’s Nike. You know they’re striving to be the best and most dominant sports apparel company in the world. Not just because of that swoosh, but because of the messaging they’ve put behind it over time.
The brand is what we see and feel when we interact with it. Brand messaging is the “how” and “why” we feel what we feel. Nike does a phenomenal job keeping their brand consistent. This is largely due to its organized and steady brand messaging.
Benefits of Clear Brand Messaging
Having definitive and clear brand messaging creates tremendous value externally and internally. Externally, it will help you better relate to consumers and create customer loyalty. Internally, it gives employees a clear sense of your direction and values. By implementing a few guidelines and being consistent, you can properly showcase a brand that employees can get behind and customers will love.
Brand Messaging Guidelines
When creating your brand, these are some things we recommend including:
- Company Mission, Vision, and Goals
- By laying out the mission of your company, employees, and consumers can clearly see what you are striving for.
- Story of the Brand
- People like transparency and honesty. That is why telling your story can be so beneficial to your company’s success. People want to know who they are paying and why they should give a damn about it.
- Brand Positioning / Unique Selling Proposition
- Know where and how you stand out.
- Company Tagline
- Catchy taglines make your brand easier to recognize and more memorable
- Target Customers
- Knowing who your customers are can help focus your company trajectory and business goals thrive.
These guidelines are a great place to get started, but there is still a lot of work that needs to go into creating content that customers can see and interact with!