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How to Create a Resonant Brand Message

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Every company strives to build a recognizable and unique brand. It is their most valuable asset. All the more so, because almost 59% of customers prefer buying products from well-known brands, as the Nielson survey showed. Creating a popular brand is especially important for small businesses. They are constantly competing against leading brands in the industry with unlimited marketing resources and strong customer bases. For this reason, they have to stand out. The best way to become prominent is by creating resonant and powerful brand messages.

Analyze Your Current Message 

What is your current message? Does the business stand out from the rest? Answering these and other similar questions will bring you closer to the creation of a brand message that resonates. You have to know where your brand message currently stands and how things are going in your niche. The idea behind this thorough analysis is to understand how customers and target groups see your brand. To find out, you can, for example, distribute questionnaires to the staff and customers that will help you collect honest, objective, and unbiased feedback. Then, you can use those findings to make improvements and take your brand message in a fresh and more powerful direction. 

Form an Authentic Brand Voice

Brand voice is an essential part of your business. It is how the brand communicates not only with employees but also with customers and investors. The brand voice can be informative, friendly, service-oriented, and professional. The possibilities and adjectives are endless. It can be whatever you like. As long as it is original. Because of its far-reaching impact, it should align with the mission, values, and audience. This is particularly important when it comes to content marketing. If the brand voice is the right one, connecting with and attracting customers is easier. Besides, being consistent with the voice increases brand recognition and raises awareness.

Check Out the Competitors

Since brand messaging is all about standing out from the crowd, you have to know what your competitors are up to. Keeping a close eye on them helps you create a different strategy that will result in creating a message that sticks in your audiences’ minds. Similarly, you will be able to notice similarities and differences in the competitors’ marketing activities. Based on them, you will be able to draw a conclusion that will help you differentiate your brand more effectively in terms of design, logo, and ultimately brand identity. For example, Netflix and YouTube are recognizable for their red color design. Knowing what the audience recognizes the competitors will help you find a unique style and stand out from others.

Formulate a Strategy

The first step towards the creation of an effective brand message is the formulation of a strategy. The strategy is most commonly defined as a comprehensive plan that will help you create the brand message the best way possible. It includes particular aims you would like to achieve and the audience you would like to target. Moreover, the strategy revolves around your customers’ needs, wishes, and expectations regarding the brand’s products or services. The plan covers everything from goals and beliefs to voice and design. That is why you should start from objectives and values and then slowly build up to a well-rounded long-term strategy. Taking care of every detail will help you understand and realize what kind of a message you have to produce to set your business for great success.

Decide on the Target Audience

The next step is to decide on the target audience, which will be your sole focus. It is impossible to focus on everyone. That is why you should determine what kind of audience you want to reach and tailor the message to satisfy their needs. Be as specific as possible. At all times, keep in mind what your target audiences’ needs and consumer behavior is. For example, instead of targeting college students, be more specific, and describe it as college students living in dormitories or spending a semester abroad. This way, you can create a message that they can relate to and understand. It not only narrows the audience down, but it also helps deliver the message effectively.

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