From thought leadership to social engagement, brand messaging should drive your every decision. Messaging must align with your overall brand strategy in order to create a unified sense of your brand for your audience. Moving from a rough sense of the ideas you want to convey to robust messaging for use throughout your marketing is a sensitive process. Here’s what we recommend:
Before putting pen to paper (or fingers to keyboard) to craft that perfect tagline, you need to conduct robust market research. Use quantitative and qualitative methods to understand the existing perception of your brand, as well as where it may have room to grow or better influence its target market.
This research needs to be thorough enough to inform how you will segment your audience, and the sorts of messaging that will work well for each segment. Include a large sample size and work with a data scientist to collect and analyze valuable findings.
Remember, when crafting your message it’s key to think about what your audience wants to learn, not simply what you want to tell them. The research phase provides insight into what your audience is looking for, which will inform your educational content marketing especially.
That research should provide you with a framework on which to build your marketing. The best messaging begins simply, with a central statement that sums up how you intend to position the brand. This should be based on your evaluation of brand strengths as well as the impact you want to make on your audience.
From there, you should expand this statement into key messages for each segment of your audience. Ultimately, you need to be able to say a lot more than a sentence or two about your brand — just think how much you need to write support a strong content plan!
Earlier this week, we took a deep dive into brand architecture, which is all about how multiple products or services align under one or more brands. Brand architecture can have major implications for your messaging decisions, and the impact of that messaging.
For example, Movéo worked with one client that made high-end surgical gloves. Initially, the company offered surgical gloves under a number of different names in order to promote them for use with different specialties. We worked with them to replace the range of product names with one family of gloves.
What did that mean for messaging? Marketing materials no longer had to work overtime to reeducation audience members about the gloves for each separate application. Instead, marketing could build a strong brand once and have it benefit each specific glove model. The team could market one line of surgical gloves, and then introduce the gloves in the family as specialized for orthopedics, cosmetic surgery and so forth.
Do you have a collection of products that could benefit from a similar messaging overhaul? We can help. Contact us today.
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