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How to Craft Brand Messaging Your Target Audience Will Love

December 13, 2019

By Rebecca White

Taco Bell tweets a customer in a funny, sarcastic tone.

As a consumer — and a marketer — one of my favorite brands to watch is Taco Bell. In the last five years or so, Taco Bell has begun making strides in its brand messaging.

The brand has reinvented itself on social media, introducing a new, bold personality. With its food, packaging, marketing campaigns, events, philanthropic efforts, and interior design, Taco Bell reinvented itself into a full on lifestyle brand.

Doing this — telling a compelling brand story through messaging — isn’t easy.

Marketers need to have an entire brand identity to communicate what their business does, what it’s about, and why it’s different. Oh, and it needs to resonate with people and strengthen your company’s values and reputation.

This is because, according to research from Bergische University, brands produce similar feelings as the ones we feel when we like someone. So, we actually feel similarly about brands as we do about people.

That’s why marketers need to craft brand messaging that their audience can relate to.

Below, let’s review brand messaging — what it is and a framework to get started.

So, how do you get started crafting brand messaging that your target audience will love?

You need to know two things like the back of your hand: your target audience and unique value proposition.

Then, you can begin to write out a brand identity that’ll help your company make all its marketing decisions. Would a brand that cares about “X” do this? Would a brand that’s motivated by “Y” sell this?

Your brand identity will inform your company’s behavior because it’ll tell you why your brand matters, what it stands for, and why it’s different from other brands.

A brand identity that your audience relates to and has a personality — or talks to your audience like a friend — is how you’ll continue to remain relevant to your consumers and create loyal customers.

Brand Message Framework

With a full understanding of brand messaging and creating a brand identity, you might be wondering, “Now what? How do I get started?”

And it’s a fair question. That’s why we’ve created a brand message framework that you can use to begin crafting a brand message or identity.

1. Figure out who you are.

To get started, your brand message needs to answer these questions:

  • How do you differentiate from your competitors?
  • What is your unique value proposition?
  • What kind of messaging will resonate with your target audience?
  • Who is your target audience? What do they care about?
  • Does your brand message tell a story?
  • What are your company’s goals? (No one is perfect and your target audience can’t relate to a seemingly perfect brand).
  • What are your company’s values?

While you’re answering these questions and beginning to map out who your brand identity is and what your brand messaging will look like, remember that your brand message answers the question, why? Why does your audience …read more

Source:: HubSpot Blog

      

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