The world has changed. And so, too, has your brand. The way that people shop today is drastically different than it was even two years ago, let alone five… And with this fundamental change in how people see the world, you need to make fundamental changes to your brand’s identity and consumer experience.
When you find yourself shifting gears, it's important that you keep your brand messaging aligned with where you're headed. If you're redirecting your business to reflect a shifting marketplace, you need to reshape how your customers perceive your brand. Industry changes are often followed by changes in consumer behaviour. When this happens, brands must adapt by shifting their own messaging to meet the needs of the new marketplace.
Brand messaging is more than just what you share on social media. It's the thought process behind your content. It's your unique value proposition and how it translates into brand tone of voice. The way your products are presented in their packaging, the feel of your physical store, all of this comes together to create a customer experience that can't be replicated by any other company on the market.
Building a brand is hard — and we're not just talking about how many hours it's going to take. The process of building a brand requires a dedicated strategy, expertise in the field, and a team-effort from you and your marketing partner. Implementing powerful messaging will help you to prioritise your company's objectives and refine your messaging efforts accordingly.
We're going to share some tips with you on how to write killer brand messaging — and get it out into the world! By the end of this blog, we hope that you will be armed with some new tactics that will help get your business noticed and grow sales.
This trend of prioritising honesty and human connection has grown in importance in recent years, as businesses adapt to the new normal. Customers want a chance to know a company's background and purpose before investing their time or money, and communication is important for this. It helps them feel more confident about who they are buying from, and it's proven to increase retention rates.
As huge, shared uncertainty continues to affect global communities, we seem to be moving towards a future shaped by empathy and unity — and authentic human interaction. The world is changing and we should embrace this transition as something positive.
Uncertainty and anxiety make people yearn for stability — for people and brands they can trust. A good bunch of consumer behaviours come out of the way we cope with this sense of unease. Two of them are trust-building and solace-seeking. The former is the process whereby potential customers open up to your business, which in turn leads to brand loyalty.
Authentic messaging is made up of three components: transparency, honesty and clarity. This kind of messaging feels genuine and trustworthy and can win over audiences and customers alike. The best advice we can offer is to just to be yourself. It's easy to get caught up in the copywriting and marketing aspect and forget that customers and fans and followers can sense when a company is trying to "be" something it isn't. That's not who you are — so if you're feeling pressure to say or be something you aren't, take a moment and ask yourself if it's worth it.
Virtue signalling is the practice of taking superficial actions designed to show off your brand or group's morality or ethical standards. Whether it be donating to a charity, organising an event, including socio-political messaging in your business, the key is to do so in a real way that can improve your business and not merely for the sake of looking good.
Don’t waste your customer’s time with meaningless marketing messages about how virtuous your brand is. Actions speak louder than words, and if you want to show off what your brand is all about, you need real-world actions that deliver value to your customers.
Keep your brand messaging up-to-date. If you're achieving goals or following a specific strategy with your customers, update the purpose of your brand, including every message you use with customers, to reflect this. Let your customers know how they can get involved with what you're doing.
The transition to brand loyalty comes with the shift in consumer loyalty. Shoppers are more open to trying out products they're not familiar with thanks to the accessibility of new brands and products they find on the Internet. Meanwhile, they're also more hesitant to try out new brands after being burned by cheap substitutes, so every business must work to ensure that their marketing strategies are solid.
Your copy must do more than describe your company. It must be customer-centric, selfless, and welcoming. Get rid of all assumptions about your customers. Your words should reflect the people you see. When you write copy, always put yourself in the shoes of a new visitor who doesn't know anything about your industry.
Good brands understand how to market themselves. Whether it's through the copy you use in your website, your email marketing, or your social media posts, you need to be crystal clear about what you do and why customers should care. Don't hide behind buzzwords — tell customers exactly what you're all about clearly and concisely.
You can ensure that your brand messaging is effective by creating a plan for how you want to connect with your customers. Every business has its own unique brand story to tell, and the best way to find resonance with your target audience is to map out the steps you'll take to engage them. This is sometimes called the brand messaging framework; it includes the tone, language, and purpose of your communication.
Brand promise - Your brand promise is your statement of what your business will provide to the customer. It should convey your values, vision, and story as a company. Your brand promise can include elements such as your business's mission, competitive advantage, target market, and values. By crafting a compelling brand story that resonates with both your employees and consumers, you can create a strong emotional connection between yourself and your customers — an integral, long-lasting element in any business's success.
If you can't recognise that your brand is out of touch, then you're already behind the eight ball. Businesses that are able to recognise new trends and adjust their brand's messaging are more likely to survive in today's marketplace. We've seen countless brands make the mistake of sticking with outdated marketing tactics or stubbornly staying with one marketing strategy even though it doesn't work anymore.
Change is the only constant in the universe. And, in today's landscape, change occurs faster than ever before. When you review brand messaging, your brand conveys your forward-thinking mindset and commitment to an updated customer experience.