In a world where businesses are entering the market at a rapid rate, it’s more important than ever to find new ways to ensure your brand stands out against the noise. Don’t get me wrong — a nice logo and color palette are essential! But more than just how your brand looks, it’s about how your brand makes others feel. Enter: brand messaging.

Brand messaging is a set of practices that defines how your company will showcase the value it provides to its clients and customers. It’s how you’ll share the transformation you provide for those you work with, taking them from point A to point B. 

If you’re not already cultivating an engaging brand message, now’s the time to start. Presenting a brand consistently across all platforms can increase revenue by up to 23 percent. In addition, when you’ve nailed down your brand messaging, you can actively build trust to turn followers into loyal customers.

The problem is, many brands are unsure of how to develop an effective messaging strategy. Organizations that struggle to communicate their value and unique qualities also struggle to generate new leads. To ensure your brand messaging is powerful, it must be consistent and authentic to your brand experience. Otherwise, when actually talking to you, people may feel you’ve sold them a false bill of goods!

Brand messaging is your way of holding your prospect’s hand from the first touchpoint to how you treat them as an actual client. It should warm them up, interest them, excite them, educate them, and rid them of any doubts they may have regarding how you can help them succeed. Your messaging is integral to your client’s journey. 

When you really think about it, your brand messaging will always exist. The question is whether or not it’s doing what you want it to do. Because if you want to bring in additional sales, you must ensure your brand messaging is working for you – not against you.

Everything you say (and don’t say!) equates to your brand message. So ask yourself: Are you saying the right things? If you’re ready to revamp your brand messaging, take a look at the five elements that need your focus.

Your Audience

Before sharing your brand messaging, you need to determine whom you’re targeting. Whom you speak to defines how you communicate your offerings. Is your ideal client fun and bubbly? Or are they more serious and professional?

Your tone and how you feature your offers will change depending on the demographics of your ideal client. For example, you may opt for a more casual tone if they’re younger, focusing on the latest trends. Or you may lean into a more classic brand message if they’re older. Male, female, non-binary – make sure you know whom you’re speaking to and how to show them it’s you who will change their life.

If you’re having trouble defining your audience, take a look at how to create detailed buyer personas. You’ll learn more about how to map out your audience – an essential step in cultivating your brand message. Once you know whom you’re targeting, you’ll be able to focus on adjusting your client journey to provide the best experience for those who engage with your brand.

Your Personality

Consumers look for brands they can relate to – not ones that feel out of touch. Your ideal clients are likely looking for people similar to them. They’ll gravitate toward businesses that share their same values and communication styles.

That’s why it’s vital to leverage your personality to connect with your audience on a human level. Maybe this means not being afraid to be a little sassy or simply being honest in how you share your story. People trust people, not corporations. So remember, you’re human, and your ideal clients will appreciate your authenticity!

The last thing people want is to hand over their credit card to a brand that feels stuffy, ignorant, or just plain unhelpful. Brands that lean into their personality have an easier time making sales and establishing an audience that hangs on to their every word. So don’t be afraid to let your personality shine and build trust on a more personal level. 

Your Core Values

Your personality is how you present yourself, but your core values are what drive you from the root of your being. These values will take center stage when others interact with your brand. What do you genuinely care about? How do you want to be described as a business? 

You won’t use gendered terminology or biased statements if you’re equality-minded. And if you value reliability, you won’t go AWOL from your email list or social media pages for a month. It’s all about determining what’s important to you and why. Only then can you adequately present a cohesive brand to your audience.

Doubling down on yourself and what you want to be known for is an incredible way to discover your brand values. And if you need a little extra help, take a look at this brand value exercise and free PDF. You’ll look into a list of common values and determine which of them you want to fully embrace as a brand.

Your Pricing

Ah, pricing. A topic all entrepreneurs have struggled with at one point in their business! Though it can be a touchier subject, pricing is essential in helping you harness your brand message and present it with confidence. So before you shout about your offers from the rooftops, consider your pricing strategy.

Are you talking to people with champagne-in-the-penthouse budgets or jungle-juice-in-a-dive-bar budgets? Either way is excellent – so long as you’re sure those you’re targeting are looking for someone like you! How you price yourself will, in turn, determine your audience. So consider how your messaging should align with your rates.

For example, if you’re selling higher-ticket products with a luxury experience, accessibility may not be one of your brand values. Whereas if you’re marketing low-cost a la carte services, you might opt for a friendlier, less exclusive tone. Get clear on what you want to offer so you can map out how you’ll go about sharing it.

Your Business Goals

The different elements of your brand messaging should work together to help you reach your business goals. In addition, your brand should work as a tool to drive your audience in the direction you want them to go. Think of your brand messaging as a personal tour guide for your ideal clients – with your business being their relaxing-on-a-beach final destination.

For instance, if your goal is to sell five VIP days each month, you’ll need to ensure your brand messaging focuses on the value of this service. You should frequently talk about the importance of the time you’ll spend with your clients and how you can help them meet their goals. Discuss how their life will feel on the other side – and how they’ll feel if they choose not to work with you.

If you’re in list-building mode, focus your messaging on the value your email subscribers will get from your newsletter. Or if you’re trying to gain as many followers as you can on Pinterest, concentrate your efforts on sharing helpful blogs and strategies your ideal clients can put to good use. No matter your goals, your brand messaging should help you reach them faster and more efficiently.

Brand messaging is integral to the future of your business.

It’s how you can effectively share your story, build trust, and continue scaling for years to come. Need a little help finding your brand message? Let’s chat! Book a free discovery call with me here to get started. With a bit of work and self-discovery, you’ll confidently step into your brand voice!