Establishing a unique brand identity and brand message strategy is what will help you stand out from the crowd. It will also keep clients coming back after they’ve had their first experience.
Sounds easier said than done, right? Not necessarily!
Settle in and let’s take a look at some of our favorite tips for creating a strong brand messaging strategy. One that will, in turn, help you design a powerful client experience that your audience will fall in love with ❤️
What do we mean by brand message?
Let’s do a lil’ refresher! Brand messaging refers to the different factors and techniques – verbal and non-verbal – that brands use in order to convey and transmit their values and ideals to potential customers.
Ultimately, it’s thanks to a strong and powerful brand message that customers can establish a relationship with your brand. And – if all goes well – become long-term clients that keep coming back for more.
Over at The Quirky Pineapple HQ, we believe there are three essential pillars that make up a successful brand message:
- Your fierce factor (commonly referred to as your unique selling point, or USP)
- Core emotion
- Self-awareness
Each of these elements plays an essential role in transmitting what you do, what your business is really about, and who you help – all important things that you want people to know about when they stumble upon you!
READ: 3-Step Formula to Create a Powerful Brand Message for Small Businesses
Brand messaging should generally tie in together in everything you create: from the content you share on social media to the blogs you write for your website (hi, there 👋), the email newsletters you send out, any online courses or seminars you might host, and beyond.
Our top 3 brand message strategy tips for a great client experience
You’ve nailed your brand message – GREAT!
Now, you need to get the ball rolling and actually, y’know, get it all out there for people to see. That’s where a strong brand message strategy comes in 😎
In order for your brand message to really hit that sweet spot and resonate with your audience, we’ve gathered four of our favorite tips that you can start trying today in order to add a little bit of spice to your client experience and your different communications.
1. Know your audience
This one is major! Now that you have a better idea of what your business represents and the values for which it stands, it’s time to look outward and try to really understand who your audience is.
More than just gathering generic information like their:
- Age
- Location
- Sex
- Etc.
Dig a lot deeper and try to figure out more important and meaningful things like:
- Their goals
- What they dream about
- The values they stand for
- Their idea of community
PRO TIP: The second category is what we like to call the “psychographics” of your ideal client. We usually recommend our own clients to add in another layer like ethnographics, to understand how culture plays a part in marketing – especially with different services and products.
Once you figure out who you’re speaking to, it’ll be a lot easier to find a way to align your brand message to your audience – how to say what you want to say, when to say it, where to say it, and, most importantly, how not to say it.
2. Don’t try to do it all
Listen, we get it. It might feel tempting to want to be everywhere, but the reality of the situation is much different: it’s actually exhausting.
So, when it comes to choosing the platforms that you want to use in order to spread your message, grow your brand, and reach your audience, take it from us: be picky and choose wisely!
READ: How to Create a Brand Messaging Framework for Small Businesses
We suggest going back to the first tip and looking at where your audience hangs out the most in order to make a strategic choice that will work for you in the long-run. For example, if you realize that your audience isn’t on Facebook, but spends a lot of time on Instagram, we wouldn’t waste time creating specific content for the former and, instead, we’d focus on Instagram-first content that could be repurposed (but only if necessary).
Away from social media, we usually suggest keeping two main channels of communication active:
- A blog (good for SEO and valuable content that users will find useful)
- A newsletter (email marketing will always be a favorite of ours, much more than social media!)
Both of these are a great way to share your message authentically and organically, and the second one even has the added benefit of personalization!
Why does personalization matter? Personalized messages are a great way to help your audience feel special. Imagine this: you receive a message from a brand you love. You open the message and it starts with your name. That small, yet intimate, detail sets something off in your brain (hello, psychology!) that makes you feel more attached to the brand than, say, if you saw the same message – without your name – on a random social media platform.
By being strategic about which platforms and places you’re available on, you’ll have a much firmer grasp on what you can do for your clients. This will help you be able to dedicate a lot more of your time, energy, and attention to them than if you were trying to octopus yourself all over the place (get it? Eight arms? ha!).
3. Track your results, optimize, and try again
Let’s be frank: if you’re not tracking your results…you’re wasting a lot of valuable information (and tons of time, too!).
Tracking results and optimizing your work with these results in mind is an essential part of any strategy because it helps you understand what went…
- Right and how can be done again
- “Wrong” and how can be improved
It also lets you see:
- What can be included next time that wasn’t included this time
- What doesn’t need to be included again
Think of it this way: every time you send an email, post a blog, or share a piece of content on social media is a hands-on learning experience. These learning experiences take your brand message strategy out of the “theory” realm and into the “real world” where your content is finally interacting with real people in real-life situations.
Maybe someone woke up a lil’ cranky, or maybe someone else woke up feeling extra inspired. Perhaps a long-time follower finally decided to take the plunge and purchase something.
Going from the “idea world” to the “real deal” is an extremely important and valuable moment in any brand’s life that shouldn’t be left to go to waste.
Whenever you share something, make sure you’re looking into your insights/analytics and trying to play with the numbers to see why the piece performed the way it did:
- Was the subject line different?
- Did you include less/more emojis?
- Did you post at a specific time?
A great way to help you do this is by doing a round of A/B testing (comparing two versions of the same content) and analyzing the results.
Let’s keep things brief: the TL;DR version
At the end of the day, a successful brand message strategy is about building a bridge between your brand and your audience.
It’s engaging, emotional, it conveys your values and what you stand for, and it establishes a personal relationship between brand-customers that goes beyond a simple purchase.
Our top three tips for designing a brand message strategy to help you create a great client experience are:
1. Know your audience
2. Don’t try to do it all
3. Track your results, optimize, and try again
Once you’ve cemented the basis with these, you can start looking further to fine-tune many more of the remaining details that might come up along the way!
Do you have any more tips for a strong brand message strategy? Drop them in the comments below!
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