6 Key Areas for Better Brand Messaging
As a digital marketing agency, we have notices considerable growth in content marketing. Due to its popularity, it’s easy for businesses to end up having lots of content but appearing as ‘just another business’ to your audience. Having a strong, consistent message that sets your business apart is crucial; not only for your customers, but also for your business and writers creating your content. Here are six key areas to focus on while developing your brand message.
1. Mission Statement
Your business’ mission statement should specifically outline what you desire to achieve for your customers, and what impact you’d like your product or service to have on their lives. This is one of the more general types of the messages, but is one of the most important because it provides direction for your organization. Your mission statement will be the foundation of your brand voice—what you stand for and how you aim to improve your customer’s lives.
2. Primary Message
Now that you’ve crafted your mission statement, you are ready to develop the primary message that you would like to communicate to your audience. The primary message is the main message that you’d like your customers to see when interfacing with your content. By narrowing down your mission statement, you extract the one main benefit you offer your customers. This benefit will appear across mediums in your content, and will be the main thing your customers see while engaging with that content. For example, for Blueprint Internet Marketing, our primary message is that we help businesses with both traffic and conversion.
3. Secondary Messages
Since you can’t communicate only one message to your audience, It’s vital to develop secondary messages. Take some time to outline several secondary messages that support your positioning in the market. For example, for Blueprint, our secondary messages include helping businesses outrank their competitors through SEO, generating immediate, low-cost traffic through PPC, etc. Develop between five to seven secondary messages. By developing a list of both primary and secondary messages, you will know exactly what key points need to be communicated through your content marketing.
4. Value Proposition
The value proposition is a very powerful statement. It outlines what goods or services you offer, who your target audience is, the key benefits that you provide, and your area of differentiation. Since so much is communicated in this statement, it enables you to ensure that all of your major marketing efforts are aligned from your advertising campaigns, to your Websites and landing pages, to your social networks.
5. Positioning Statement
Creating a positioning statement is easy now that you’ve developed a powerful message to stand behind. Your positioning statement should be something brief that you’d like your business to be known for.
6. Tag Line
Developing an even more specific tag line—also known as a catch phrase—for your business naturally follows this step. Make it short and differentiating, so that when your prospects think about your brand, they know exactly what you stand for.
Building an influential brand message is a step that can’t afford to be glossed over while developing your content marketing strategy. Your content should be unique, quality content which holds true to your business’ values, as well as your customers’.
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