How to Create a Brand Message that Resonates
How are you at telling stories? My grandfather was a great storyteller. When he was in the throes of sharing, it felt like I was there with him, sneaking around during prohibition, hiding bottles of bootleg liquor. Don’t worry, Gramp kept it PG – most of the time. His stories not only entertained, they brought me closer to him and helped me understand how he became the man I knew.
When you craft a narrative that resonates with your audience, your brand is felt, not just seen. It’s why some brands stay etched in your memory, and others don’t even register.
In case you haven’t noticed, the world has basically turned into the Hunger Games with more and more brands vying for our extremely limited attention.
This is why crafting a clear, concise, and lively brand message is critical to your success.
It’s not just about being heard; it’s about being remembered, respected, and, ultimately, selected.
Go ahead, read that again.
Your Brand Message Matters
Think of your brand message as the chewy center of your communication strategy. Without it, the rest of your efforts—like nougat and toasted coconut—simply fall apart. A strong brand message captures your audience's attention and makes them feel understood and valued.
So, how do you create a brand message that truly resonates? It starts with understanding your audience and speaking directly to their needs and desires.
Here are a few tips to help you craft an effective brand message:
Listen and Learn: Immerse yourself in your audience’s world. What drives them? What challenges do they face? What are their goals?
Be Clear and Consistent: Simplicity is key. Make sure your message is easy to understand and consistent across all platforms. Clarity should never be sacrificed for cleverness.
Emotion is Everything: Tap into the emotions that drive your audience’s decisions. Speak to their hopes, fears, and dreams. When your audience sees themselves reflected in your brand, they’re more likely to engage.
Make It Happen
Creating compelling content is more than just stringing words together. It involves:
Understanding your audience’s pain points and aspirations.
Telling your brand’s story in a way that’s relatable and compelling.
Using a tone that’s authentic to your brand and resonates with your target market.
Creating a brand message can be overwhelming. But, as a boss of mine used to say, “You don’t have to boil the ocean.” Start by mapping out your brand narrative and draw from there (here’s the free BrandScript tool I use). Once the components of your brand story are down, the brand message is much easier to define.