4 Steps to Creating a Brand Message
A brand message is more than just a few words that describe your brand. It’s an overall concept that helps you define your company, what you stand for, and what you have to offer. Developing a successful brand message is tough, but here, our experts list four steps you can follow to create a strong foundation:
Determine Your Uniqueness
One thing you want to convey in your brand message is what makes you unique. Consumers don’t want to choose a company that offers the same thing as every other company in the industry; they want a company that’s different. Perhaps you offer products at a much lower cost. Or maybe your services are on-location instead of at your headquarters. Whatever sets you apart is what you should focus on as a key selling point.
Know What Your Customers Want
In order to appeal to the maximum number of customers, you’ll need to know what they expect from your company. Do some extensive research into your competitors and evaluate their customer relationships. Also create a poll or survey for your customers (and even your friends or family). They can offer insight into how they view your business, how they compare it to other businesses, and what you can do to get ahead. When you know the expectations, it’s easier to reach them.
Create a Company Tagline
A brand message is an overall company concept, and your tagline is the literal message in this concept. Your company tagline is what tells others what you’re all about in a short, impactful way. Choose a tagline that explains your goal, enhances your potential, and grabs consumers’ attentions. Ideally, you’ll want a tagline that can eventually stand alone and represent your company brand (such as Nike’s “Just do it”). Don’t be afraid to take your time and test out different taglines before you decide on the one that represents you as a whole.
Develop an “About” Page
Today, backgrounds and storytelling are appealing elements to many consumers. Most people want to get to know the company they’re hiring before they actually do. This is why an “About” page is important for your website. The more your potential customers know about your company, the more likely they are to develop a trust. In turn, this will make them more confident in purchasing your products or services. Start with a brief history of how your company came to be. Then, incorporate photos, names, and short descriptions of your employees (if possible). The more a consumer knows, the more comfortable they will be.
Do you need some help developing your brand message? Our experts would be happy to help. Give us a call today.