Marketing is a universal language. No matter what type of product or service a business offers, the foundational principle remains the same: reach as many eyes as possible, with the most amount of results. Whether the aim is sales or simply just education, creating a unified and strong brand message is a key part to initializing any successful marketing strategy.
Brand messaging isn’t limited to a logo or slogan. Brand messaging is a marketing concept that should be applied across all channels of communication, even internally.
Why is this so important? Because even something as seemingly innocuous as the “tone” of a piece of copy can make or break its impact. Let’s compare, for the sake of example. Read the following two sentences, which are intended to impart the same message or concept.
Buy this product now before time runs out.
You know you need it. Buy this product now, before you miss out!
Both of the above sentences accomplish the same goal: they call the reader to action and create a sense of urgency to do so. But the first sentence reads a bit bland, doesn’t it? Sure, it ticks all the boxes. There is nothing wrong with it. But it just doesn’t hit any notes with the reader.
The second sentence, in comparison, is more conversational. While creating the sense of urgency, the copy also helps identify the customer’s “pain point”, or the fear of missing out on a great deal. The friendlier, more engaging tone of the second sentence would likely attract more attention — and resulting sales — than the first.
Now, one thing to consider during the conceptualization of a brand’s messaging is the target audience. Not every brand will benefit from a casual, chipper tone. Brand managers and marketers should be cautious and pay attention to what is appropriate messaging and tone for their brand. Hitting an inappropriate tone can do more harm than good.
However, one thing that can be accomplished no matter what is appealing to the emotions of the reader or potential customer. Whether the company is marketing divorce services or something equally somber or is attempting to sell a new line of makeup, the emotional appeal can have a place.
And it can also be beneficial to take a look at any competition to see how their brand messaging is. Is there an opportunity to do something better, or at the very least different? Is there a group of people who is being alienated by the messaging of the competition? Perhaps this is a way “in” for a new brand to align themselves with those potential customers.
Brand messaging doesn’t have to be complicated, but it does need to be in the right tone. Of course, not all consumers will be satisfied or attracted to the end product, but taking the time to search for the correct tone will go a long way for any brand’s success. Dedicate the resources to proper market research and testing, and the results will pay off in spades.
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