Hannah O'neill

The Amazing Brand Messaging Guide: How to Make Some Noise Think about your favourite company. What makes them unique? Is it their range of products or is it just something about them that you love? A lot of new businesses think they need to have the best products or the lowest prices, but that's not true. The most popular companies survive because they excel with brand messaging. The Best Brands Build Relationships Your products or services will change, and any good business knows it's crucial to adapt to the evolving needs and trends. But the one thing that should never change is your strong relationship with your customers. Take a look at these statistics: 52% of UK customers will buy from a brand they trust 67% of customers will spend more money if they have a pleasant experience. There are between 5-7 interactions before a customer remembers a brand. Brand loyalty is so important, but a lot of companies struggle to make an impact with their branding message. The vision and mission statements are everything, so why do the majority of businesses get it so wrong? There are two main things you need to think about when creating your brand message: ● USP - Unique Selling Point of your company. What can you offer? Why should people choose you? ● Vision Statement - What do you hope to achieve? What will keep your business going strong? Finding Your Unique Selling Point Whether you focus on the USP or vision statement first, is up to you. But, I find it most helpful to define my USP before focusing on the vision. Once you know what makes you unique, you can convey it in your vision statement. Setting the Foundations It never fails to amaze me when a company throws itself into creating a website, getting some flashy business cards and reaching out to clients, with no idea of who they are. Imagine a builder constructing a new home. If that builder focused on the brickwork and roofing before laying the foundations, people would think the builder was crazy, wouldn't they? It's the same with branding. Once you start to think of brand identity as the foundation of your company, you can focus on the design of your website and how you communicate with your audience. Raising the Bar One of the most critical aspects of creating a strong brand identity is analysing your competition. It's common knowledge that if you're selling a product or service, you need to know all about your audience, right? But, looking at other companies gives you a secret weapon. Every single company has a selling point, and you can use those selling points to identify your USP. Let's take Wix as an example. Case Study Wix enables people to build their own websites with a drag and drop builder. Its main selling point is providing a cheap way for people to establish an online presence. Their message is simple and resonates with their audience. Wix went further to cement their brand by emphasising the point that they use a drag and drop builder. Platforms like WordPress can be quite complicated for newbies, and so Wix managed to establish themselves as a conveniently priced DIY website builder. To put it simply, the company defined their USP by using competitive analysis. Your Vision and Mission Statement Matter A vision statement should tell your audience who you are, why you're here and what you hope to achieve. It's one of the most challenging things for a start-up to do because your statement has to be clear and sum up your company in a few words. Clarity Over Complexity A lengthy, descriptive vision statement will confuse your audience, so it's best to keep it simple. Ambiguous vision statements don't resonate with an audience. For example, saying your vision is to be the biggest fashion brand in the world might not resonate with your consumers. However, if you said "We aim to be the most forward-thinking sustainable fashion brand in the UK", that would create more of an impact. Keep It Real You don't want people to read your vision statement and still have no idea of what you do. Ambiguous statements don't create an impact, so let people know who you are. Don't be afraid to include your USP and offer a brief overview of your business. Stick to Your Values What do you want to achieve? Do you genuinely want to put customer service over everything else, or are you focused on offering speedy solutions? A lot of brands include their commitment to providing the best customer service in their statement, but if that's not top of your priority list, don't add it. Your vision statement is only achievable if you're willing to work for it. Think about what you're passionate about and convey it to your audience. You won't resonate with everyone, but you will reach the customers you want. Amazing Marketing Messaging is Adaptable What happens when a brand outgrows its vision statement? 1. 2. They update it to maintain their relevance. They leave it as it is and lose their market. Every brand must be willing to adapt as consumer trends change and technology advances. Living with your brand vision is vital for ongoing success, but there's nothing wrong with altering your message; especially if it's outdated. Microsoft In the 1990s, Microsoft was at the forefront of computer technology. Their vision statement was about getting a Windows desktop in every home. It was a great message for the time, but as technology advanced, Microsoft needed to update its vision statement. Their new vision statement focuses on how technology has evolved into mobile use. By adapting to meet consumer trends, Microsoft retains its relevance. How to Write a Vision Statement That Defines Your Brand Every company should have a unique vision statement, but there are factors you should consider when writing yours. The best vision statements speak to both your customers and your employees. If people don't believe in what you're doing, they're less likely to buy from you. Most importantly, your team should be brand ambassadors, so make sure you inspire them. Is It Challenging? Your vision statement is a look towards the future. It's meant to show ambition and forward-thinking. If a company says their vision is to offer the lowest prices in their industry and they already do that, then it's not a compelling vision statement. Can You Achieve It? There's nothing wrong with ambition, but don't let your vision statement become a show of arrogance. A small marketing company could say they aim to become the best results-focused agency in their country, but the world would be a bit too much. Is It All About You? A lot of business owners think they alone should write their vision statement, but it's important to consider everyone involved with your company. Sharing your vision with your entire company hierarchy makes sure everyone will strive to achieve it. The Formula If after reading this you're still struggling to create an impactive vision statement, try this formula. [Five/Ten/Twenty] years from now [your company] will be ____ in ___ with ____. Main Points For So that's how to create an impactive vision statement. Remember these key points, and you'll be able to put your ideas into words. ● ● ● ● ● Leave the jargon Be realistic Incorporate your company ambassadors Keep it relevant Don't be afraid to adapt your message. The Tagline Can five words really be that difficult? Finding the perfect tagline trips up many business owners and even marketers. Creating the right branding message through your tagline is possible, with some strategic thinking and creative inspiration. The Basics First things first, taglines and slogans are two different things. Taglines - Defines the main idea or concept of a company. Slogans - Defines the promise and personality of a brand. A lot of people confuse taglines and slogans, but once you understand the difference, you can create a compelling statement. Here's what you need to do. Step One: The Benefit Taglines confuse a lot of people because they have to convey a benefit or promise in only a few words. If you look at some of the most famous taglines, you can see how and why they work. Apple - Think Different How do two words define a global company? Think Different is an amazing brand message because Apple offers unique technological solutions. Nokia - Connecting People Nokia was at the forefront of mobile technology (we all remember playing Snake). Their tagline sums up precisely what they do - they connect people. Your tagline should summarise what you do and how it benefits people. Step Two: Lose The Quotes This is a short lesson, but an important one. Never put your tagline in quotation marks. Just don't do it. Nobody wants to shop at The "Best" In Women's Clothing. Step Three: Active, Not Passive If the Nokia tagline was "People Connected", would it have the same impact? Active voice inspires action, so try to use verbs that end in -ing to show people instead of telling them. Step Four: It's Not All About You A strong branding strategy shows people what you can do for them. Drop the I's and We's for the You's. A great example of this technique is Burger King. Their slogan is "Have it Your Way". If they had said "We Make It Your Way", it wouldn't have had the same impact, would it? The Bottom Line There are so many elements involved in creating an amazing brand message, but you can do it. The most important thing to remember is to put your target audience first and speak to them. Once people believe in your brand, they'll want to be a part of it. Building a strong brand identity takes time, but it's worth it. If you need support with your brand message, a website copywriter can help you make an impact, while also staying true to what you value most.