What is Brand Messaging?
Brand Messaging is the written and verbal identity of your brand — Essentially communicating who you are, what you do, and who you do it for. Well-executed messaging can separate your brand from the competition, and instill a memorable brand perception in the minds of your audience. In a world where time is limited, good brand messaging can quickly and effectively convey the key points of what makes your brand tick.
At Rooted, we help our clients develop authentic, unique and effective brand messaging! We achieve this through the use of a 5 layer framework, where each level builds on the prior level. In this post, we will overview the levels of the brand messaging framework — Brand Promise, Brand Positioning, Value Proposition, Value Description and Key Messages with supporting proof points.
The Brand Promise, sometimes labeled a tagline, is at the top of the brand messaging framework. This is not a description of what you do, but instead a promise made to your customers and potential customers.
The brand promise should be a concise, credible and to-the-point phrase that promises your audience benefits in exchange for the use of your product or service. A brand promise can be further highlighted by incorporating it into your brand’s visual identity through the combination of a logo and a brand promise.
Brand Positioning expresses who you are. A positioning statement is the main impression that should come to mind when an individual thinks about working with your brand and the people behind it. A good positioning statement will strengthen the brand promise by introducing new concepts that separate your brand from others in your category.
Brand Positioning is not the details — it is not a description explaining how you do things or what specific services you offer. Instead, it explains who you are and why your audience wants to work with your brand. This is what will differentiate your brand from your competition!
The Value Proposition
The next layer of brand messaging is your brand’s Value Proposition. A Value Proposition expresses what you do/have/offer to your audience.
While a brand’s value proposition will communicate the services or products it offers, that is not the primary focus. The emphasis of a strong value proposition should focus on the benefits your audience will receive by using your products or services. There are probably a lot of options for the services or products you offer — what makes working with your brand more valuable?
The Value Description
Next comes the Value Description. The value description is about who you work for and who your services or products positively impact.
It expands on the value proposition by narrowing the focus onto your brand’s target audiences. A Value description is used to add even more detail to define who your customer is. The importance of your value description lies in guiding your audience from the introduction of your brand, to the final conclusion — “we know you, and we offer exactly what you are looking for”.
Three Key Messages
The final layer of your brand messaging is the Three Key Messages, all of which are supported by three proof points. These concepts are the key ideas that you want your audience to remember, and think back to when they consider using your product or service.
In most cases, they are ideas that were already introduced in the positioning statement and/or value description. The three key messages will be used to reinforce those concepts with more specific details that further prove your statements to be true.
What Brand Messaging Can Do For You
Well-executed brand messaging can quickly and effectively convey who you are, what you do and who you work for in a world where time is limited.
Outside of marketing functions, messaging also provides many internal and operational benefits to your organization.
- Guides your growth based on what is most important to your brand and its audience
- Provides the framework for consistent messaging from all employees of your organization — everyone on the same page.
- Allows companies to hire the right people capable of delivering what matters most to the brand and its audience
At the end of the day, your service / product and customer experience are the most important elements of your brand. Brand messaging is the communication that connects your brand to the right audience and causes them to act.