What Is Brand Messaging and Why Is It Important?
My Brand Messaging clients usually fall into one of two camps. 1) They either know they need help creating messaging right off the bat. Or 2), they don't know what Brand Messaging is yet — that's totally normal!— but they’ve said things like, "I'm having a hard time figuring out what to say my business does or exactly how to describe that."
So what is Brand Messaging?
Brand Messaging is how your brand speaks.
It is your brand's unique voice but perhaps most usefully, it is how you describe what you do and the value you offer.
Keeping these messages consistent is so important. You shouldn’t be reinventing the wheel (a.k.a. writing from scratch) every time you need a blurb to describe your business.
Think of it this way. In the same way that your Brand Identity creates consistency for how your brand looks (with a logo, colors, and fonts), it would be as if your brand colors were green and brown but all of a sudden you started using yellow.
It's confusing and it creates inconsistency.
Brand Messaging develops a clear message that everyone can use. It's great for you, your team, and your customers -- now you can all describe the brand in the same way.
You copy and paste this messaging to use in your marketing materials, and you copy and paste it into your brain to vocalize what you do. Brand Messaging = Consistency = Clarity. And that's what brand-building is all about!
Why is Brand Messaging is so important?
It creates consistency for your brand, which creates clarity and trust. That is the epitome of brand building.
If your team, and more importantly your customers, can clearly convey what your business does. They will.
If you can't describe what you do succinctly and with clarity, you won't be able to build your brand effectively. (See point number 1.)
It complements and magnifies your visual branding. And also, when what you say resonates with people, they will connect with it emotionally. Again, the epitome of brand building.
A well-articulated brand story is SO crucial. For any and every business. If you feel the need to revamp this, don't stress out. I work with a lot of clients who are in the same boat. Whether you choose to DIY and work on it yourself or hire someone to help are both fine. Just so long as you now know what Brand Messaging is and why it's so important.
Curious about revamping your Brand Messaging?