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Brand Messaging: 5 Tips for Aligning Efforts and Creating Consistency

How would a customer describe your business?

If that’s a difficult question to answer, chances are you need to work harder on your brand message.

Branding is an excellent investment, but you don’t need to take our word for it. Studies demonstrate that a professional brand can boost your revenue by as much as 23%.

This guide will reveal our top five tips to improve your brand messaging quality and consistency across all your marketing platforms.

1. Define Your Target Audience

Do you have a clear profile of your customer? Good branding starts with the customer, and the more you know about whom you are selling to, the clearer and more effective your messaging will be.

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Think beyond customer demographics. Think about your target customer’s motivations, desires, fears, and needs. That will help you fine-tune your message to better connect with those people.

2. Revamp Your Core Brand Message

Perhaps it’s time to revisit your positioning statement. This one-paragraph description is the best and most succinct way to explain what you do and why to your customers.

Think of your statement in terms of what your big business goal might be. Use that to shape your message.

How do you intend to serve your customers? What’s your primary mission in the business world?

Ultimately, your brand messaging needs to be sharp, inspiring, and unique. It takes work, but getting that message across to your customers in a short paragraph is a fundamental part of good branding.

3. Create Brand Guidelines

Brand consistency is hard if you keep changing your mind about the small details. Avoid this by creating formal brand guidelines for your team to follow in their design and communication work.

Brand guidelines will include your official brand colors, logo, font, font size, and images.

It might also include the sign-off you use in email signatures.

It could cover the tone of voice you use in marketing copy. And your guidelines might even outline the rules you put in place about how and when you message customers in a public forum like social media.

Don’t forget about using your brand guidelines when writing content too. You can learn more about how to produce well-branded written content here:

4. Design Branded Assets

By assets, we mean marketing material that you can use on social media, in ads, and with any other part of your business, like packaging and free swag.

Suppose you can generate assets with a consistent look and feel. In that case, your brand identity will become recognizable to existing and potential customers.

The great thing about owning branded assets is that new marketing campaigns become quick and easy. Instead of starting each campaign from scratch, you have images and content ready to go.

5. Be Human

Many brands often struggle to create a consistent brand message that perfectly reflects their company.

But there is one helpful way to address this. Be human. Too often, we create branded content that seems heavy in terms of marketing and selling and forgets that you are ultimately selling your product or service to a human.

So try a more flawed, approachable, human touch in your brand messaging.

Make Your Brand Messaging Count

Good brand messaging is more than just taking pride in your business. It’s a way to help your business shine and stand out from the competition.

For more business tips, why not explore our startup spotlight area?


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