As a creative entrepreneur and web designer, I’ve witnessed several brilliant business owners set up their businesses with ease. It was fun and liberating at first glance. Your branding, the color palettes, the fonts and the graphics are all amazing. But as a web designer and entrepreneur myself, I know setting up a successful business goes far beyond the visuals.

Having a clear brand message plays a pivotal role in a business’ branding as a whole. Some entrepreneurs tend to forget this but as the owner of a creative design studio, we always make sure that our clients have a brand message that matches their brand identity. A well-defined brand message framework ensures consistency across communication and alignment with the brand’s values, guiding various departments and maintaining a coherent brand identity. I had an insightful conversation with Kathy Young, a Website Copywriter and Brand Strategist about how having clear brand messaging can help your business reach the right audience. As Kathy shared, “Copywriting is the what you say and Brand Messaging is the how you say it in your business.” A strong brand promise is integral to communicating a brand’s values and mission, reinforcing brand identity and resonating with the target audience.

Visual branding alongside a clear brand message allows you to influence and persuade an audience to choose one particular business over another. The website and the rest of your visual branding might steal their attention at first glance but it’s the brand messaging that will spark their minds and ultimately help them decide if they will work with you or purchase your products.

Here are a few questions that will help you analyze your brand messaging for your business.

1. Who are you?
2. What makes you different?
3. What is your unique positioning?
4. What are your core values?
5. What does your brand stand for?
6. Who is your target audience/customers?
7. What do they stand for and what are their values?

A clear brand message helps your business stand out from the competition. It gives your audience a real picture of your business’ ideas and core values which will give them more reason to not only be a customer or client, but become a loyal fan that will purchase or subscribe to whatever business model you have.

Here’s how to incorporate your brand messaging strategy:

Visual Branding and Brand Identity

The choice of color, the fonts, and the graphics that you use on your website and social channels convey your business brand messaging. These visual elements contribute to a consistent brand image, ensuring that your brand is easily recognizable and memorable across various marketing channels. When considering color it’s important to pay attention to color psychology and which type of emotions certain colors evoke. For example, blue is a color often used to promote financial services because it promotes trust. Whereas bright colors like red and hot pink tend to imply daring or boldness.

Website

Your website is the main marketing and sales channel for your business. Your website should provide information not only about your business, but also how your business transforms – whether it’s by solving a pain point or enhancing quality of life. The brand messages should be applied consistently across the website to strengthen brand identity and evoke loyalty. Consistent brand messaging is crucial for building trust and loyalty with your target customers. The brand message should align with the transformation your products or services provide and be easily identified by your customer. A strong call to action should also be present. Give them an image of how your product or service will help their lives become easier once the purchase has been made.

Blog

Your blog is also a great way to continue to strengthen your brand message by sharing your brand story, including your brand’s history and values, to engage readers. Additionally, effective external brand messaging plays a crucial role in maintaining consistency across all communication channels.

You can do this by sharing practical advice, case studies, and other helpful resources. You can consistently publish content that revolves around your brand messaging and values.

Related Blog: 5 Questions Your Brand Strategy Should Answer

Social Media and Brand Voice

This marketing channel is also the best place where you can share your strong brand messaging to foster emotional connections with your audience. Social media is the place to talk about your business and even the processes behind it. Introducing your unique value proposition (UVP) here is crucial as it differentiates your brand from competitors by highlighting what makes your products or services unique. May it be at your office, company events, new product launches and even a glimpse of your personal life outside work.

These are just a few of the places where you can incorporate your brand message. You may also use brochures, email marketing, videos and your ads to communicate your brand messaging.

Let’s start establishing your business brand messaging through a creative and yet strategic website professionally designed based on your business brand voice. Click the services tab and let’s chat about building that website.

If you need some clarity around your brand to create a more cohesive experience for your target audience, fill out the form below to download our free Brand Strategy Workbook today!

FAQ’s

What is the difference between marketing communication and brand communication?

• Marketing communication is about telling people about your product or service and convincing them to buy it.
• Brand communication is about building a good image for your company and making people like your brand. It’s about telling your story and connecting with people.