How to Craft Brand Messaging Your Target Audience Will Love |
Posted: December 22, 2021 |
Have you ever had a request to describe something in a single word or a single sentence? Well, this is the essence of having a good brand message. A brand message helps define you to your customers. It is a narrow bridge across which your audience is supposed to cross from mere brand recognition to brand awareness. Now, there are three things that are important for the brand message:
These three will determine how well it resonates with your target audience. With all of this in mind and without further ado, here are a couple of tips to help you craft a good brand message and deliver it to your audience in the most efficient way possible. Identify Your Target Audience
Even the best message will be ignored when uttered to the wrong audience. You see, there are some people who were never going to become your target audience. Their demographic, their line of work, and them personally simply have no use for your products/services. So, by addressing these people, you’re both wasting time and resources. Even if you achieve some effect, it will definitely not be worth your time. You must first identify your target audience. These are the so-called low-hanging fruits or qualified leads. We’re talking about people and organizations who can be converted with the least amount of effort. Then, you need to make an analysis of what qualifies them to belong to this group to begin with. Once you have an answer to this question, it will become quite clear what you have to do in order to increase the conversion rate. One trick you can use in order to increase the effectiveness of your target audience analysis is to make a customer profile. Another trick you could use is to split your market into segments and check if there are particular niches that enjoy greater popularity amongst this group. Finally, you want to assess the competition. As soon as this is over, you would have completed your market research and be ready to move on to the next stage. Adjust to Your NicheKeep in mind that while you’re crafting a brand message for your target audience, you also have some industry-related expectations to fulfill. For instance, branding in dentistry is different than doing so in other industries. One of the biggest challenges of your dental management will be to find a way to explain why they should choose you over any other dental office. While in some fields, being the cheapest is a great USP (unique selling proposition), people usually don’t want to go to the cheapest dentist. In other words, trying to increase your appeal by being the most frugal can undermine your authority and make you feel less professional. The bottom line is that you want to promise to do more, better, and provide the most cost-effective service. Most of the time, people aren’t really worried about how much they’re supposed to pay but whether they’re getting their money’s worth. This means something completely different in every single industry. Try to check how this goes in your particular case. Be Simple and DirectIf it takes more than a couple of seconds for you to send a brand message, it’s not simple or direct enough. It needs to be simple, clear, and concise, which is why you need to spend some time working on it. The shorter the message is, the more work it took, seeing as how you probably invested extra effort to erase everything that was unnecessary while keeping the original meaning. While writing, make sure that you use simple and powerful terms. The terminology needs to be familiar to your audience, and you need to make the situation easy for visualization. This will drastically increase immersion. When writing longer texts (blog posts, whitepapers, case studies), make sure to keep your paragraphs short. First of all, more whitespace is good for the eyes of your audience, and short paragraphs drastically increase the readability of the text. As we’ve mentioned at the start, you need to convey the message in the first several seconds. After this, the longer your work, the greater are the odds that they’ll forget the initial idea by the time they finish reading. Be CreativeJust take a look at how some of the top dogs in the industry handled this. There are so many great ideas that work in agreement with the message that we’ve just described. For instance, in the early sixties, Avis deliberately marketed itself as No.2 in the industry. First of all, in a competitive industry, being a No.2 is already an achievement. In a way, claiming that you’re No.2 sounds far more honest. After all, in the field where everyone claims to be number No.1, it takes a lot of courage to admit being second. Aside from this, Avis also managed to turn this into an advantage of sorts. They claimed that they have an incentive to work even harder because of this position. There are a lot of businesses that, once they get to the top, start behaving like they have a monopoly of sorts. Because of this niche dominance, as well as the fact that they have no problem finding clients, from the standpoint of an average customer, it would appear as if this is not that big of a deal. This level of creativity and strategic thinking is really the only thing that can provide you with a way to stand out. It gives you a unique type of competitive edge that your competitors will have a hard time keeping up with, let alone mimicking. Use Emotion in Your USPWhen making a USP, you need to learn how to play on the emotion card. Namely, you want to list benefits rather than features. You see, features are physical traits and capabilities, while benefits are more personal, thus being more appealing to your target audience. The key emotions that you want to focus on are our needs, fears, hopes, and desires. This can beboth positive and negative in personal life, but it is a potential asset to look out for from the perspective of marketing. Therefore, there are a lot of marketing techniques revolving around these. For instance, when it comes to fear, the FOMO (fear of missing out) phenomenon is one of the strongest motivators. How can your audience risk not taking advantage that everyone else is about to take? By formulating the question in this manner, you’re ensuring that it has just one correct answer. You also need to learn how to use positive words far more often. They say that people will forget what you did or looked like long before they forget how you made them feel. Well, positive words help alleviate stress and improve the mindfulness of your audience. It’s not necessarily about the context either, seeing as how they’re hardwired to react to certain words in a certain manner. Use this to your advantage. In ConclusionAt the end of the day, crafting a brand message is one of the most impactful decisions regarding your enterprise. Sure, it may not seem as significant as organizing your infrastructure or defining your business model. However, since it can impact the way your business resonates with your audience, it is still a top priority. The way you send this message, how good your delivery is, as well as a couple of other factors will improve your brand awareness and increase your brand recognition.
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