In this article, E-commerce Copywriter, Charlotte Ferris shares a breakdown of what brand messaging is and how each element can help your business.
Let me ask you a question… does your small and mighty business have a set of brand messaging? If the answer is no, let’s change that – not only will it help to define your brand voice, more importantly, it will give you purpose and help to effectively position your business so that with every word you write, you’re relating it back to your brand offering.
Your brand messaging is a structure of messages and statements that essentially outline your offering and ensure you’re communicating coherently and confidently to your customers. The messages can be used both internally to inform everything you do – think of them as the guidelines for your brand, as well as externally – to reinforce to your audience who you are and what you stand for.
A typical brand messaging document will consist of the below:
Your brand vision statement should encompass the ideas behind your brand and where you aspire to be. It can be a single sentence or a short paragraph and it should demonstrate what you’re working towards, it’s your direction and the fabric of your brand.
‘To provide access to the world’s information in one click.‘
Your brand values are a set of beliefs that shape everything you create, say and do. These will be a driving force behind your brand and if you get them right, they’ll align perfectly with the things your target customer values too, creating a shared connection.
‘PROGRESSION our products exist at the intersect of engineering and art. To remain at the forefront of both, we need to be fearlessly progressive and consistently future-conscious. We are not future-proof. We are the future.’
A mission statement is a more detailed version of your what and why. Again it can be a single sentence or short paragraph and it will mention where your brand is now and how you’ll work to reach your vision.
‘To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time.’
When I sit down with clients for a brand consultancy session, I often find they have mixed up their brand values with their unique selling points and it’s an easy mistake to make. In order to successfully identify your brand USPs, list all the attributes that make your offering and products unique. Avoid terms like ‘high-quality’, this isn’t a USP – anybody can claim to have a high-quality product, it’s an empty term that really doesn’t tell your customer anything special. Instead, if you make skincare products and you do feature the highest quality ingredients, consider communicating this by saying something like ‘only the finest ingredients will do’ or ‘hand-picked to perform’ to emphasise the attention and care that goes into selecting what you choose to use in your products.
Your brand tagline or strapline is a short single statement or phrase that sets the tone for your brand – usually no more than a few words. It should be memorable and instantly share what your brand stands for. Think about the taglines that you know by heart, there’s Nike’s ‘just do it’ or Apple’s ‘think different’ and if you’re a beauty lover, you’ll most certainly have heard L’Oréal’s ‘because you’re worth it’; each phrase is not only short and catchy, it also presents a feeling or evokes emotion to create a connection.
Now that you’re familiar with the structure of brand messaging, you may be wondering how you can apply this to your own small and mighty business. The examples I’ve given are from some of the biggest brands in the world, however, don’t let that deter you – by getting to the heart of your brand and working out what your vision, mission, values, USPs and tagline are, you’ll have clarity on exactly what you’re offering.
For your audience, this will mean your marketing and communications will be much more coherent, presenting a succinct understanding of who you are and what you stand for, which in turn will lead to increased brand awareness and engagement.
To connect with Charlotte, find her on Instagram @medialuxe_ or in the Small and Mighty Co. Facebook Community. If you’d like to work with Charlotte on defining and articulating your brand messaging, visit her website here for details.
With an affinity for words and a passion for beautiful brands, Charlotte runs Medialuxe, providing content writing and communications services for luxe brands and businesses.
Since launching Medialuxe in 2017, Charlotte has been elevating brands one word at a time ever since, making it her mission to share the stories that make brands meaningful, right through from concept to creation.