2 Things To Consider When Developing Your Brand Messaging
Starting any business from the ground up can be an exciting, yet scary process. There are so many things to consider! Often times, we struggle with transforming our initial business idea into something tangible. You may have an outstanding idea, but don't necessarily know how to convey it or who to present it to. Solidifying your idea and presenting it to the public in a way that is palatable and attractive may be one of the hardest parts of establishing a solid brand.
Your brand image is not just about your logo, marketing materials and visual elements, but it is also about your message and written content. There are a couple of things to consider to ensure your brand messaging is on point!
1. Know Your Industry – Research
Knowing your industry is supremely important when it comes to nailing your messaging. As a Graphic Designer and Brand Image Consultant, I am constantly researching on behalf of my clients. Do not underestimate the importance of research! Your findings have the ability to influence decisions on word choice, audience targeting and social media interactions.
Keep in mind that your research should be for the purpose of data collection. The data you collect will be used later to make key decisions. You will want to check out your competitors. Look at:
Those who are doing great
Those who are not doing so well
Pay attention to their verbiage and what their clientele gravitates towards or rejects. This will give you a baseline for what's hot and what's not!
Once you've got a solid grasp of what your competitors look like, move on to your target audience. An excellent place to do this type of research is on review sites like Yelp, social media sites and any other place that allows people to openly praise or scrutinize a business. Make note of the things they like or dislike. Study their emotional responses to various content.
2. Conversion Indicators
After you've done your research, you will notice that there are certain words relative to your industry that naturally spark interest or resonate with your target market. You'll be surprised at the power of certain words or phrases. I call these bad boys "Conversion Indicators".
What exactly are Conversion Indicators? Well, simply put, they are a word or group of words that when presented to your target audience produce an innate sense of euphoria and excitement, driving them to whip out their wallets and BUY!
I wholeheartedly believe that it is a best practice to not only have solid messaging, but solid visual imaging to put forth. However, I've had a few jaw dropping moments where companies have presented a shabby ad image where the color was horrible, the photo was not relevant and the font was just downright cringe worthy, BUT they're copy was dynamite and because of it, they experienced high volume conversions!
My point is that you do not have to have mega corporate swag to turn heads! The formula is merely to research so that you can identify key messaging that works and make it your own to produce a unique set of Conversion Indicators.