When building a strong brand, a critical element to keep top of mind is how you're depicting this brand to your consumer base—do you have a consistent, impactful voice in the market? Your brand's messaging and tone are paramount to developing effective marketing.
Here are four easy tips for streamlining your approach to brand messaging.
First things first—if you're embarking on a voice or messaging journey for your brand, formalize your standards. Whether it's an official branding guide or a set of rules that's unspoken but of which stakeholders are aware, just make sure it exists. Consistency and cohesion across your marketing is a key benefit of building a truly remarkable brand experience for your end consumer. A study from LucidPress found that brand consistency has the power to increase average revenue by as much as 23 percent—so it's even a boon to your bottom line.
Whether you want to call it your "elevator pitch" or your "positioning statement," make sure that you can succinctly and simply state your brand's value to a consumer. This isn't necessarily your tagline, so much as the jumping-off point for how you approach messaging on everything from a commercial script to a Facebook remarketing ad. If everything is rooted in your core value as a brand (and to a consumer), messaging can be streamlined and laser-focused on end goals.
An elevator pitch is all well and good—but do you have something unique that sets you apart in the marketplace? Driving home a point that's generic and expected can make your brand's messaging tired. Make sure you outline your unique value propositions—the things that truly make you special. "Great service" and "we care more" might not be specific enough to make an impact. Try to be as tangible and specific as possible—"later office hours" or "more combined years of experience" come to mind. Whatever your unique values, trot them out early and often in your marketing messaging.
By now you know your audience like the back of your hand. So does your brand messaging and voice gel with this audience's preferences? You may be eager to pepper your marketing with sarcasm and humor, but your audience might run older and appreciate a more earnest sense of humor. Or perhaps you want to tug on heartstrings with your messaging, but you're catering to a Gen-Z audience. This is your chance to keep your messaging in check—are you gearing your tone choices to match your target audience, or are you making knee-jerk decisions based on assumptions or personal preference? Make sure you tone-match.