Frequently Asked Questions About Brand Identity
Brand messaging is the overall communication strategy that defines how a brand conveys its key values, personality, and unique selling propositions to its target audience. It encompasses the big-picture strategy of how a brand communicates its essence and differentiates itself from competitors.
Brand messaging is crucial because it helps establish a clear and consistent communication strategy that resonates with the target audience. It builds trust, reinforces brand identity, and ensures that all marketing efforts align with the brand’s core values and objectives. People move towards businesses that they feel resonate with their values, and step away when they feel something is discordant.
Think about Nike. When they say, “Just do it”, it has much more impact than, “Go do it”, or “Just try it”. The exact phrasing matters. And yet, it’s not just about the phrase being a good one. If McDonald’s said, “Just do it”, it wouldn’t feel like such a positive, empowering statement. If a funeral director said it, it would be unthinkable.
The 3 C’s of brand messaging are Clarity, Consistency, and Constancy. Clarity means your messages are easily understood and aligned with the brand’s values. Consistency involves maintaining uniform messaging across all channels to build trust, including removing any perceptable differences between online and offline. Constancy refers to the persistence of messaging over time to establish brand recognition. A rebrand or a brand refresh is sometimes needed to remain fresh (see the when and how to rebrand your business section below), but changing continuously will confuse your audience and make you seem uncertain of your business.
Key messages are the core points or ideas a brand wants to convey to its audience. They include the brand’s values, unique selling points, mission statement or brand promise, serving to differentiate your business and communicate its essence effectively.
If you work with us to create your brand identity and messaging, you will likely be asked to complete at least one questionnaire. A brand discovery questionnaire helps uncover key insights about a your vision, target audience, and unique selling proposition. It’s a great way to get you thinking deeply about your business, aiding in the creation of a tailored brand identity that will really work for you.
Depending on how long you have been established, and the sector you are in, you may already have part of your UVP, something close but not quite there, or you may have nothing at all. Determining your brand’s UVP involves identifying what sets your brand apart from competitors and what unique benefits it offers to customers. This should be at the core of your messaging strategy. It’s not enough to say you strive to make great coffee (every coffee brand does), but it might mention that you sell a coffee with a health benefit that is environmentally-friendly.
