Brand Messaging: What is it and
How to Craft One
Explore the brand messaging types that top businesses use to
connect with customers and drive growth.
When your business shares content on social media, how do you want it to be perceived?
Do you want to come off as friendly? Funny? Helpful? Educational?
All of this is part of your branding strategy. Brand messaging focuses on how you
communicate with your audience. And before you start creating content for your business,
you need to create a framework that you can follow to make sure your brand voice is consistent.
Throughout this article, we’re going to talk more about what brand messaging is,
why it matters, and how to craft your own.
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What is brand messaging?
Brand messaging refers to the way that your business communicates with its target
audience and customer base across all avenues—social media marketing, customer support,
advertising, traditional marketing, etc.
But more than that, brand messaging is how you share your value proposition and why
people should work with you. It tells your brand story and acts as a differentiator between
you and your competitors.
Benefits of effective brand messaging
Why bother with a brand messaging strategy? If creating a voice for your business seems
tedious and unnecessary, let’s look at some major benefits you can reap
Helps customers understand your values
An effective brand messaging framework helps your company to infuse its tone of voice with its brand values. For example, if your company sells shoes made from recycled materials, with a portion of all proceeds going to a specific charity, some of your brand values are likely sustainability, environmental friendliness, and philanthropy.
Infusing your brand voice with those values (leaning on them as you create your marketing copy or any other direct customer correspondence) immediately helps your customers understand what’s important to you.
If you couldn’t tell, we were drawing inspiration from the shoe company TOMS with our example. And to show off their brand values, you’ll consistently see the brand posting marketing content like this: