If you’ve had a conversation with any marketer, at some point they’ve probably asked you to define your brand message for them. When asked this question, people will often respond by reciting the company tagline or will take it a step further and repeat the company’s unique selling proposition (USP). While these are elements of a brand message, they are only tiny pieces of the whole picture.
Pardot defines brand messaging as the underlying value proposition conveyed and language used in your content. It’s what makes buyers relate to your brand by inspiring them, persuading them, motivating them, and ultimately making them want to buy your product.
Brand messaging includes:
- Your tone and voice. Your brand tone and voice dictates how you tell your company’s story. They’re what define whether you write in a professional manner or a humorous one, with a dry wit or an informative edge. When crafting your brand messaging, consider how you speak about your company to customers. How do you describe what you do? When you’re telling that story, what tone do you naturally take? Start from there.
- Key words that denote your company’s personality. If you were to describe your company like you would describe a person, what sort of personality would you say your company has? Is it slightly awkward, but incredibly smart? Maybe it’s fun, charismatic and trendy. Whatever that personality may be, it should be what’s in the back of your mind when crafting any messaging for your company. Write to the personality that you are, and then marry the tone and voice with that personality.
- An identification of core values and strengths. At the end of the day, what makes your company tick? What are the driving forces that make your team show up day after day to deliver results for your company or your clients? What sets your company apart from your competition? The answers to these questions are the basis for defining your values and strengths as an organization.
- Brand touchpoints. Remember your company’s personality, core values and strengths that you’ve defined? All of those are touchpoints that make up your brand messaging. Chances are, you’ll notice a few consistencies across the three. Write core paragraphs (two to three sentences) that speak to those individual points. They will become the framework for consistent messaging across all of your marketing collateral.
- Your brand promise. When you’re pitching to customers, what promises are you making to them? Does partnering with you result in increased sales, better productivity, a memorable experience? Whatever that result is, that’s what your brand promise is.
These five key components make up a rulebook for how your brand should be talked about, marketed, referenced and pitched. The importance of consistent brand messaging is that, with these guidelines in place, every single audience–from employees and clients to brand influencers and potential customers–will all hear the same, well-crafted message in a tone that is both memorable and uniquely you.