Behind every Branding Strategy lies a core message; a statement that tells audiences what it is that your company stands for, why your brand matters, and what makes you stand out from everyone else in your field. A well crafted core message shows the companies values and defines your brand, which is why it’s important to have your core message as well thought out as possible, and crafted well before you launch your marketing strategy.
The core brand message will shape all of a firm’s subsequent brand marketing messages. A firm’s tagline or ad slogan may closely match the words in its core brand message, or they can take a different form. What’s important is that all of a firm’s brand messages describe aspects of the brand that are relevant to its clients.
Your core message is what helps your audience, and potential customers, differentiate you from everyone else in your field, so if you don’t know what your core message else, how are your customers going to know what you’re about, or why they should choose you? Many messages convey specific services or benefits, and they don’t have to take the form of a marketing slogan. They may simply be key characteristics of your services, or they can be headlines on your website.
Crafting messages that are concise, easy to understand and that together tell a coherent story can be a lot trickier than you think. After you’ve gone through the process of developing messages targeted at different audiences you’ll be a lot better prepared to explain your brand. And once you’ve found your voice, you’ll discover that people suddenly do a lot more listening. At the end of the day, knowing who you are as a company is one of the biggest aids an audience can have in choosing whether or not you’re worth their time, and hard earned money.