What you’ll learn
How do your friends know it’s you when they pick up the phone? Years of familiarity with your unique vibe, pitch, and lingo make your voice undeniably yours. A brand messaging strategy does the same for your business.
As we blaze through Q4 and into 2023, you’ll want to ensure your brand messaging is on point, whether that means revisiting your messaging guidelines or creating new ones.
Let’s say you spend thousands of dollars on content – kickass blog articles, eye-catching Instagram posts, and a weekly email newsletter — but something feels off. Your audience isn’t taking action.
They’re getting mixed signals.
Your content is disjointed.
We see it all the time.
Talented, hard-working entrepreneurs want to roar their story into the digital universe… but disconnected messaging gets lost in the void.
Where’s your brand messaging framework to massage your content into one cohesive voice?
It’s right here. Read on for a no-nonsense guide on the perfect brand messaging strategy, filled with brand message examples to get inspired.
What is a Brand Messaging Strategy?
A brand messaging strategy communicates your values and core beliefs to your customers.
But you can’t do that with limp, lifeless copy. *Yawn*
So, what is included in brand messaging strategies?
- Frequency — When and where you publish content.
- Consistency — How often you’ll share it.
- Brand Voice – The tone and voice of everything you create.
- Unique Selling Proposition (USP) — The special ingredients that make your brand one of a kind.
- Brand Story – the evolution, heart, and soul of your brand’s journey.
Include these vital elements in your brand messaging strategy, and your content will soar.
Now… how do you go about actually, you know, creating this epic content?
5 Essentials for your Brand Messaging Strategy
Here, we’ll expand on the core elements of an effective brand messaging strategy. One these pieces are in place, the machine will run smoothly and cohesively.
1. Frequency: Spread the Word!
How often do you see a brand before remembering it? Chances are, one little ad won’t cement a business into your memory.
It takes 5-7 impressions for customers to remember a brand. Think about the kickass brands you know and love and how they show you their stuff:
- Lush’s social media product guides
- Dove’s girl-power commercials
- Drunk Elephant’s trendy Youtube tutorials
Here’s the thing: your customers hang out in a few places online. Chances are, they go to Twitter for news, Instagram for shopping, and TikTok for entertainment.
Now this doesn’t mean you need to publish content on all three mediums. Instead, focus on the mediums that make sense for your company.
For example, if you own an online clothing boutique, Instagram is a great place to be. Wherever your people hang out, post there frequently.
The most efficient way to manage brand messaging is through a poppin’ content calendar. We can help with that.
2. Consistency: Nail Your Brand Voice
How’s your tone? Do you emulate that fresh, bold bravado across all content platforms, from Instagram captions to newsletter sign-offs?
Or is your warm, tender aura channeled in your product descriptions and tweets?
Your medium can change, but your brand voice stays the same.
That’s what helps your customers recognize your brand as undeniably yours.
A consistent brand voice is the creme de la creme behind all successful types of brand messages. It’s your heart, soul, and credibility packed into one distinctive character, echoing your messaging.
And you can’t be consistent by simply repeating the same words over and over again.
Case in point – Instagram hashtags can’t be your full brand messaging strategy. Why not? They’re not enough to show your customers you mean what you represent. Here’s a fantastic, consistent creative messaging example from Elate Cosmetics:
Hashtags for conscious beauty, sustainable beauty, and ethical makeup can attract the right demographic, but how you communicate to them once you have their attention can mean the difference between sales and scrolling on.
So, why does it work? Check out the caption.
“We love seeing them [packaging] being reused once they’re finished. Tell us how you’ve reused our bottles, pans, and jars in the comments below!”
That’s genuine; that’s consistent. And we feel fuzzy after reading it. Elate isn’t just spamming us with hashtag values. They’re embodying those values in their conversation with the audience.
How would you describe Elate’s voice? We hear a bubbly personality, grounded with passionate values and a genuine desire to connect!
Elate continues the consistency in its website:
Intentional. Conscious. Sustainable. We see these words throughout both mediums, along with warm authentic communication to the audience.
“Maximize your joy.”
Notice how the voice is the same, but so is the customer. Elate is talking to a friend they know well — their audience.
3. Relevance: Get Cozy With Your Audience
Remember how a consistent voice is vital for a brand messaging strategy?
But how do you create an effective messaging strategy without knowing your audience? In other words, if the voice of your audience dictates your brand voice, it’s time to get to know them on a deeper level.
Of course, your brand story and values play a role in your communication. But arguably more important is your audience.
You gotta know who you’re talking to.
Who are your buyers? Knowing what they’re into will make your conversation with them (aka brand messaging) more natural.
Are they older, 50+ single women in New York who value independence and luxury? They’ll appreciate a suave, sophisticated brand voice.
What’s the best way to get to know the way your audience talks? Ask them directly. Have them fill out a survey or send out a form in your newsletter asking them about their biggest pain points and how you can best help them.
Once you really hear their voice, you’ll start to notice parallels. Use the exact phrases, verbiage, tone, and voice they use in your messaging. Sure, you can refine and polish, but keep the heart and soul of your customers’ voice in your messaging, and they’ll become loyal to your brand.
If you’re struggling to define your audience personas, Lyon Content is ready to help. We include audience persona research in our brand messaging packages, which are researched, data-driven profiles highlighting the pertinent details about your ideal customers.
But why are they buying from you in the first place?
4. Value: Identify Your Unique Selling Proposition (USP)
What makes you more suited to your customers’ needs than your competitors? The answer is your Unique Selling Proposition (USP). Shopify hits the nail on the head when describing this vital aspect of your business: a USP is the love child of your customer’s needs and your business’s key strength.
Competition is fierce in most industries – thousands of brands are fighting for attention.
Think about the beauty industry’s changes. Social media completely transformed it, leveling cosmetic influencers and everyday professionals with top drug-store brands.
Your USP helps customers clearly see your value, but only if they can easily identify it. USPs should be:
And it’s no surprise that your brand messaging should channel your USPs.
Let’s walk through a couple of messaging strategy examples with succinct, identifiable USPs:
Ever tried making infographics with Canva? Its easy interface makes you feel like a UX designer, even though you’re far from one. Why? Its USP:
YOU aka ANYONE can use Canva… even for free. That USP is plastered head-first on their website.
Brand messaging? Delightful.
Success? In buckets.
Another bangin’ USP example is Daniel Alain’s brand messaging. Can you tell what sets them apart from competitors?
DA’s USP is simple: their wigs are simply the best in the world. Daniel Alain clearly defines that USP with credibility and social proof. Just check out this combined social media post and testimonial:
Daniel Alain says they make the best wigs, but they don’t expect you to take their word for it. A quick browse through the brand’s Follea Instagram reveals countless customer testimonials and product reviews.
Head to their website and check out their Hair Stories page, a fantastic showcase of real customers sharing their heartfelt stories about hair loss and how they found power in wearing Daniel Alain’s wigs.
Human AF? We’re not crying, you’re crying. *dries eyes*
How else can you communicate to your customers in a memorable way?
5. Share an Unforgettable Brand Story
Every brand has a story, but not every brand shares it, which is usually a disservice to the business they’ve worked so hard to build. Your brand story makes your business more human. Relatable. Trustworthy. Likable.
Nobody likes a faceless corporation.
In fact, customers crave a human aspect from your brand. Content strategist Julie Thompson sums it up perfectly:
“Customers develop relationships with brands and think of them as partners. Brands become more human to customers and obtain meaning and value.”
Think about your best friends. You know who they liked in high school, what they majored in, and their dream job or vacation destination. That vulnerability and honesty brought you closer – that’s why you’re there for each other.
And guess what? Customers will stand by you if you show them that same respect and honesty.
Your brand story should include:
- Events leading to your business creation
- What your business cares about
- How your business helps its customers
Sprinkle that into your brand messaging strategy and you’ll connect with your customers.
One brand that comes to mind is Cake Beauty — a vegan, cruelty-free line of skincare and hair products that smell like sweet, addictive cake. Seriously, the Desserted Island sugar scrub smells just as delectable as it feels.
Founder Heather Reier created her concoctions in her Kitchener, Ontario home. Like so many women, she craved products that combined “girlie indulgence” with “natural ingredients.”
Notice how she shares her story so transparently on her website, even including photos of her family?
Heather scaled Cake Beauty from her modest Kitchener home to millions of shelves across Canada, the US, and the UK. Since the beginning, she maintained values of compassion and naturalness for Cake. Whether you watched her grow or just read her “About page” for the first time, her brand story makes it much easier to accept her brand’s principles as authentic:
Take Your Brand Farther With A Kickass Brand Messaging Strategy
By now, you’ve learned that brand messaging clearly defines your brand’s offerings, value, and distinction in your niche. Many brands forego brand messaging and dive straight into content creation, and when their messaging comes across as jumbled, they wonder why they’re struggling to gain traction.
We get it. We’ve seen it time and time again. The good news? It’s never too late to build—and implement—an effective brand messaging strategy. And it helps to have pros in your corner devoted to your success.
Ready to attract more customers? Lyon Content is here to help you find your voice.
Chrissy is a contributing writer at Lyon Content based in Toronto. She loves writing and editing tech, marketing, and lifestyle content. But her favorite part of writing is helping businesses express themselves. When she isn't writing, she's traveling as much as possible and eating a lot of cheese.