What is a Brand Message?
Standing out isn't just about having a great product or service.
It's about how you communicate your value to your audience.
This is where a brand message comes in. But what exactly is a brand message, and why is it so crucial for your business?
A brand message is the art of clearly and compellingly communicating your brand's value to your target audience. It's the language you use, the stories you tell, and the promises you make. In essence, it's how you articulate what makes your brand unique and why customers should choose you over your competitors.
But here's the kicker: your brand message isn't just another marketing tactic. It's a foundational piece of your entire marketing strategy. That’s why StoryBrand places such a high value on creating your brand message.
Get it right, and you'll create a powerful, cohesive presence across all your marketing channels. Get it wrong, and you risk confusing your audience and diluting your brand's impact.
In this post, we'll dive deep into the world of brand messaging. Here’s what we’ll cover:
- What is a brand message?
- Components of an effective brand message
- The power of storytelling in brand messaging
- How brand messaging helps businesses communicate clearly
- Using brand messaging to differentiate your business
What is a brand message?
At its core, a brand message is the central idea that your brand wants to communicate to its audience. It's the essence of what your brand stands for, what it offers, and why it matters to your clients and customers.
Your brand message should answer two critical questions:
- What are you trying to say to your customers?
- What do you want them to remember about your brand?
Think of your brand message as the north star of your marketing efforts.
It guides everything from your website copy to your social media posts, your advertising campaigns to your customer service scripts.
A well-crafted brand message ensures that no matter where or how a customer interacts with your brand, they receive a consistent and compelling story about who you are and what you offer.
But here's the thing: your brand message isn't just about what you say. It's about what your customers hear and understand.
The most effective brand messages resonate on an emotional level, tapping into the desires, fears, and aspirations of your target audience.
For example, Nike's brand message isn't just about selling shoes. It's about inspiring athletic achievement and personal growth. Their famous slogan, "Just Do It," encapsulates this message perfectly. It's not about the product; it's about what the product enables you to do.
Your brand message should be the foundation upon which all your marketing efforts are built. It's not just what you say about your brand—it's the promise you make to your customers and the story you invite them to be a part of.
Components of an effective brand message
Now that we understand what a brand message is, let's break down the key components that make it effective.
A brand message that works is:
A clear brand message
Your message should be crystal clear. If your audience can't understand it quickly, you've already lost them. Avoid jargon and complex language. Instead, opt for simple, direct communication that gets straight to the point.
A relevant brand message
Your message must resonate with your target audience. It should address their needs, desires, or pain points in a way that feels personal and meaningful to them.
A simple brand message
A good brand message is easy to understand and remember. It should be concise enough that the essence of your brand message could be communicated in a sentence or two.
A consistent brand message
Your brand message should be consistent across all platforms and touchpoints. Whether a customer is visiting your website, reading your brochure, or interacting with your social media, they should encounter the same core message.
An authentic brand message
Consumers are increasingly sceptical of marketing claims so authenticity is key. Your brand message should reflect your true values and capabilities. Don't promise what you can't deliver.
Remember, crafting an effective brand message isn't about being clever or creative for the sake of it. It's about communicating your brand's value in a way that resonates with your audience and drives them to action.
The power of storytelling in brand messaging
Humans are hardwired for story.
From our earliest days, we've used stories to make sense of the world, share information, and connect with others. This innate love of narrative makes storytelling one of the most powerful tools in your brand messaging toolkit.
When you incorporate storytelling into your brand message, you're doing more than just conveying information. You're creating an emotional connection with your audience. You're inviting them to be part of a larger narrative.
This is where StoryBrand comes in.
StoryBrand is a framework that helps businesses clarify their message using the timeless structure of story.
At its core, StoryBrand positions your customer as the hero of the story, not your brand.
Your brand's role is to be the guide that helps the hero overcome their challenges and achieve their goals.
Learn more about StoryBrand in our post, What is StoryBrand?
By framing your brand message as a story, you're able to:
Create emotional engagement
Stories evoke emotions, and emotions drive decisions. When your audience feels emotionally connected to your brand story, they're more likely to remember you and choose you over competitors.
Simplify complex ideas
Stories can make complex products or services easier to understand by putting them in a relatable context.
Make your message memorable
People are far more likely to remember a story than a list of facts or features.
Differentiate your brand
Your brand story is unique to you. It's a powerful way to stand out in a crowded market.
Build trust
Authentic stories help build trust with your audience by showing the human side of your brand.
Remember, your brand message is an opportunity to invite your potential customers into a better story—one where they're the hero, facing a challenge that your product or service can help them overcome.
By using storytelling in your brand messaging, you're not just selling a product or service; you're offering a transformation.
How brand messaging helps businesses communicate clearly
You might have noticed that we’re constantly being bombarded by marketing messages - on emails, social media, on the buses and billboards and radio! This makes clear communication more important than ever.
A well-crafted brand message acts as a compass, guiding all your business communications and making sure you’re communicating clearly. Here's how:
Guiding marketing efforts
Your brand message provides a framework for all your marketing initiatives. It helps ensure that whether you're crafting a social media post, designing a billboard, or writing a press release, the core message remains consistent. This consistency across all marketing channels reinforces your brand identity and makes your marketing more effective.
Creating consistent customer experiences
When your brand message is clear and consistent, customers know what to expect from your brand at every touchpoint. This consistency builds trust and reinforces your brand identity. Whether a customer is interacting with your website, speaking to a sales representative, or using your product, they should experience the same brand promise and values.
Aligning your team
When everyone in your organisation understands and internalises your brand message, it creates a unified front. From customer service to product development, all your employees can align their efforts towards the same goals and values. This alignment improves efficiency and ensures that every department is working towards the same vision.
Simplifying decision making
With a clear brand message, it becomes easier to make decisions about everything from product features to customer policies. You can always ask, "Does this align with our brand message?" This guiding principle streamlines decision-making processes and ensures all choices support your overall brand strategy.
Attracting the right talent
When your brand message is clear, it attracts employees who resonate with your mission and values, leading to a more cohesive and motivated team. Potential employees can better understand what your company stands for and whether they align with your values, leading to better cultural fits and potentially lower turnover.
Take Xero, for example. Their brand message of making life better for small businesses and their advisors guides everything they do. This clarity helps them communicate effectively with their target audience, align their product development with customer needs, and attract employees who are passionate about supporting small businesses.
By helping businesses communicate clearly, a strong brand message reduces confusion, builds trust, and ultimately drives growth. It's not just about what you say, but how consistently and clearly you say it across all platforms and interactions.
Using brand messaging to give your business a competitive edge
Your brand message is one of your most powerful tools to help you stand out and differentiate yourself from others in the marketplace.
Here's how you can use it to set your business apart:
Highlight your unique value proposition
Your brand message should clearly communicate what makes you different. What do you offer that no one else does? Why should customers choose you over competitors?
Share your values
Your brand message should reflect what you stand for and attract clients who are guided by the same values.
Address a specific audience
By tailoring your message to a specific audience, you can differentiate yourself from brands that try to appeal to everyone.
Take a stand
Don't be afraid to have a point of view. Brands that stand for something often stand out.
Focus on benefits, not just features
Instead of just listing what your product or service does, communicate how it improves your customers' lives.
Create an emotional connection
Differentiation isn't just about being different—it's about being meaningful. Use your brand message to connect with your audience on an emotional level.
For instance, look at how Tip Top ice cream differentiates itself. Their brand message isn't just about delicious ice cream—it's about being a beloved part of Kiwi summers and family memories for generations. This emotional connection sets them apart from other ice cream brands and resonates deeply with their New Zealand audience.
Remember, differentiation through brand messaging isn't about being different for the sake of it. It's about clearly communicating your unique value in a way that resonates with your target audience.
The Power of Brand Messaging
Your brand message is more than just a tagline or a mission statement. It's the foundation of your marketing efforts, the essence of what you communicate to your customers, and a powerful tool for differentiation.
A clear, compelling brand message can help you cut through the noise, connect with your audience, and drive your business forward.
Remember, an effective brand message is:
- Clear and easy to understand
- Relevant to your target audience
- Simple and memorable
- Consistent across all platforms
- Differentiated from your competitors
- Authentic to your brand
Crafting the right brand message takes time, effort, and often, expert guidance. But the rewards—in terms of customer engagement, brand loyalty, and business growth—are well worth it.
Is your brand message missing the mark? Let’s fix that.
Tired of blending in?
As New Zealand’s only StoryBrand Certified Guide, I’ll help you create a brand message that cuts through the noise and speaks directly to your audience.
Book a call and let’s create messaging that drives real results - and create a message that helps you stand out, resonates with your audience and drives results.
