How to Create a Clear Brand Message: The Complete Guide
Your brand’s messaging sets you apart, so it’s important to learn how to create a clear brand message. Find out how to create your own with this complete guide.
When building your brand and selling your services, it’s essential to learn how to create a clear brand message.
Messaging is what helps to guide your marketing communication and formulate a structure for writing copy. Your messaging can include the benefits of your product orservice and its key features.
The most important thing to consider when learning how to create a clear brand message is to make sure that it remains consistent, compelling, stands out from the competition, and connects with your client.
Being consistent means that every time somebody comes across your brand and products or services, they experience the same look and messaging.
Because if it’s inconsistent, that’s where you get cognitive dissonance. Cognitive dissonance is where your clients are then unable to decide on your services because they’re confused by your messaging.
An example of this might be that they see your brand messaging on social media and then look at your messaging on your website and see discrepancies in your offering.
When that happens, customers will leave your website and not want to do business with you because your offering is confusing.
So consistency means that not only do you get people feeling good about your brand because they know what to expect, but they don’t get upset after reading your message across different channels of the business.
When learning how to create a clear brand message, the next step is to ensure that it’s compelling. By creating compelling messaging, you’ll connect with the right customer and keep them coming back for more.
Your messaging needs to be so compelling and well thought out that your ideal clients read it and know that your product is for them.
So, how do you achieve this?
By using the first pillar of my NeuroCopy framework, and that is to KNOW! Know your company and competition.
You’re probably thinking well, of course, I know my company! But you must be clear on your goals, the features and benefits of the products and services, and your USP.
Your goals might change as your product or service continues to grow. If you’re planning a restructure or new marketing strategy, then it’s essential to remain consistent with your messaging through those changes.
Many people write copy in terms of features. For example, the purple bucket carries two liters of water, and it has a sturdy handle.
But you need to also write with the benefits of the product in mind. For example, this ergonomic, easy to carry bucket holds 2 liters of water, making tasks more manageable.
You also need to learn how to create a clear brand message with your USP in mind. Your USP is your unique selling proposition, and it’s what you do for people and why they should choose you. It’s what sets you apart from the competition.
When creating a clear brand message, you don’t look at your competition to copy them, but instead, figure out how you are different and better.
If you think that you and your competitors are all the same, that’s an opportunity because you need to tell people why you’re different. And to figure this out, you have to look at your competition.
When learning how to create a clear brand message, it’s essential to be clear on who your ideal client is. These are the people you want to work with, and they’re the people that you need to focus on.
So be very specific about demographics and psychographics. Consider the What, Where, Why, Who, and How. What do they need? Why do they need it? How do they feel about the product or service that you offer?
You’re then able to approach your clients with confidence, knowing that your product or service is the solution to their problem. Most times, they don’t know what your offering can help their situation.
For example, you might sell essential oils for tired mothers, but they might not think an essential oil is a solution that’s going to help them. That’s where you would ask the right questions to learn how your client is feeling instead of saying, “I’ve got the solution.”
By remaining consistent, compelling, and understanding your client and competition, you can create a clear brand message.
You can then understand the one big thing that you do for your client, and it’s key features and benefits. Then come up with some compelling key messages about your product or service.
It can also help create a tone of voice outline, which acts as the bible of messaging for your business. A messaging guideline helps my clients write consistent and compelling messaging that speaks to their desired client.
Now that you’ve mastered how to create a clear brand message, you’re ready to learn how to write your message with an authentic voice.
I break this down for you in this blog post here!
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