Brand Messaging: What Is Your Brand Really Communicating To Potential Customers?

Post by 
Lizanne Loots
Published 
November 22, 2021
Pink asterisk design on a charcoal background

Creativity is the key to communicating in every individual’s native language. So, what does your creative assets really say about your brand? Are you communicating effectively? Do people understand what your brand stands for?! 

In this blog, we discuss the importance of brand messaging, and how to determine if your creative assets are communicating the right message. Unfortunately, in today’s day and age, people take a second to assume when looking at a brand or an ad. As a brand you only have seconds to attract, entice, and convince. For this reason, it’s extremely important to convey the right message, but most brands lack strong creatives. 

Internal Brand Messaging 

According to 99Designs, brand messaging starts with how you and your team define your brand. Your company values have a direct impact on your employees and if you have won over your employees, you have won half the battle. Did you know that company culture develops directly from circulation of internal brand messages?! Before you do anything, make sure that your internal brand messaging is communicated and understood by the internal team. 

External Brand Messaging 

Most people start to think about the external brand messaging and how they want customers to see them first. External Brand Messaging includes how you position yourself as a brand, the unique value proposition that you offer and the tagline or slogan. Make sure that your brand is positioned in the direction that your company is growing. 

How to determine if your creative assets are communicating the right message? 

1. Quality of leads 

The number of quality leads is also an indication of how successful the brand messaging is. If you are consistently getting leads, but it’s not your ideal client or customer, then you should rethink your brand messaging and creative assets. 

2. Type of feedback and frequently asked questions 

What are the typical questions that a prospect asks? Does it directly relate to the problems your product or service solves? Does it feel like there is miscommunication between what your brand has to offer and what the client needs? Strong brand messaging and creative assets will communicate to an ideal client or customer. If you keep on getting questions not related to your product or service offerings, it might be time to investigate adding those offerings or changing the core brand positioning that includes messaging and creative assets. 

3. Is your brand recognizable from its competitors? 

If you want to surpass your competition, it’s crucial to communicate what differentiates you from your competitors, and your brand needs to distinguish itself from the competitors.  

4. Does your messaging reflect the reality? 

Never over-promise and/or under deliver. Does your messaging reflect the reality in terms of what your business can offer?! The messaging needs to be clear and concise while being authentic. 

5.Does your content resonate with your ideal customer? 

The goal of brand messaging and creating content is to relate to the pain points that an ideal client or customer is experiencing. This is a great way to connect with a potential client or customer. If your brand messaging is not communicating the right message, you will fail at this. 

Conclusion 

Having strong brand messaging is crucial to ensuring business success. It’s the first step to your customer remembering your brand and making them feel like ‘you understand their needs’. 

Following the 5 questions to determine if your brand is communicating the right message, do you think your brand is successfully reaching new customers? If not, reach out to us, and we’ll assist with an in-depth analysis on how to help execute a strong brand message across different platforms. 

Resources: 

https://99designs.com/blog/marketing-advertising/brand-messaging/ 

https://hingemarketing.com/blog/story/elements-of-a-successful-brand-8-messaging 


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