Branding is an effective tool for positioning your product. Branding is used on almost all customer facing elements of a product, from the packaging design to the style of writing used on posters. Your customers form a mental picture of your brand and can influence the price they are willing to pay for your products. This ability to charge more due to the positioning of your product is known as Brand Equity.
Your branding also needs to consider your unique selling points and ensure these are easily recognized through your messaging. Your brand message consists of who you are, what you are selling and what differentiates you from your competitors. It is communicated to your target audience, the people who are going to purchase your product or service via many different avenues. They include your company name, your tagline, website, verbally in person, advertising and signage.
A Brand Message is both the voice and the vocabulary by which brand is expressed. This vocabulary is verbal and visual. And like brand itself, messages may be either intentionally planned, purposeful, controlled or unintentional. Messages are manifestations of an institutional brand. They’re conveyed in taglines, logos, visual styles, and all the other methods of communicating what your business is about. The challenge is to create messages that are accurate, truthful indicators of your business’ principles, values and aspirations, while also being memorable and engaging. Mixed or incomplete messages can confuse, distract, and even alienate audiences.
Companies create brand messages to address different needs. A company that struggles to differentiate itself in the marketplace, for instance, may come up with a tagline or marketing campaign theme that contrasts itself with the rest of the industry. Messages often convey specific services or benefits (“Linkedin” connecting people for no reason at all”). A message can even be a call to action (“Coca-Cola. Open happiness”). Whatever form it takes, a brand message has to be authentic to the brand and customers’ actual experiences. Crafting a message that’s concise, unforgettable and relevant to your audience can be a lot tougher than you think. After you’ve gone through the process (seeking help from an outside facilitator or consultant can be a huge help), you’ll be a lot better prepared to explain your brand. And once you’ve found your voice, you’ll discover that people suddenly notice and feel your message. Here are some few essential elements of message as an expression of brand.
Be factual. Your message must be true: nonfiction, accurate, and supported by evidence. The message should reflect the integrity of your company. The message must be specific and relevant to the needs of the audience. This also requires that the message not contain jargon or language that is distinctive to the field.
The message must be consistent in tone and content. What is the personality of your brand? Is it playful or serious? Different tones can be fitting for different businesses or different communication pieces, but always remember to maintain some level of consistency throughout your message. Language must be precise and persuasive, voice must be compelling, and chosen media must reach the correct audiences and represent the institution positively.
Influence. The most effective marketing comes from your friends, family, and someone you trust. We call these people as Influencers. You must use and utilize these influencers to reach the potential audiences and customers for your brand. Influencers can create content for a product or idea that will connect to your audience and have a long term impression. They have power to tell a truly striking story in any environment. It’s essential to work with them and tap into their skills and abilities to work for you. These Influencers can increase product knowledge. Product knowledge has been recognized as a crucial variable that affects how consumers receive marketing messages and it is definable as the number of product related experience and information that has been accumulated, composing two dimensions: behavioral knowledge and usage of the product and mental knowledge High or low product knowledge can cause different perceptions of brand communication.
Information processing. High product knowledge reduces or even cancels the effect of message. This is interpreted according to the principle of information integration effect: knowledgeable consumers have accumulated a higher number of information pieces, so the relative weight of any new information is reduced no matter in what format it is presented, if that information does not provide any further substantive content. When highly knowledgeable consumers build their product knowledge structure not only through product usage experiences, but also a central route of processing information, they may have a larger number of cognitive components relative to the product categories. Customers can process your messages in one of two ways: heuristically or systematically. In a general sense, consumers aren’t taking heuristic (Enabling a person to discover or learn something for themselves.) approaches to process marketing information. If they are exposed to your brand message, the systematic processing approach (The systematic approach values source reliability and message content, which may exert stronger impact on persuasion, when determining message validity.) is bound to render your message even lower in its impact.
Consistency and awareness. Consistency presents the customer with an image that in the future the customer can continue to associate with your products. For example, if the services that you offer, the look and feel of your website, the packaging of your product, and the logo and tagline are not all relatively similar, regularly consistent, and repeatedly recognizable over time, it is likely you will get nowhere with your brand. Creating brand awareness, through a collaborative, well-developed overall image, is essential to developing a success brand that achieves maximum benefits. You must pay attention to how customers are responding to products, packaging, displays, and messages. Look for ways to improve the image you are trying to get across. Ask your customers for suggestions. You must also Work to maintain a consistent presence in the market place. This can mean a location (your website) and regular times where customers can reliably expect to find you.
Branding is like constructing a house. You must have a solid foundation to build a strong stable home and it’s no different for your company. Branding is the foundation of your company and it needs to be solid and strong to last long. It’s important to invest the proper time and resources to get it right the first time. Before you hire some professionals to create a logo, website or any other marketing materials, it’s important to determine your brand message. Your brand message not only explains why customers should choose you but if done properly your brand will make them think that you are the only one that can solve their problem. An effective message communicates the benefits that customers will enjoy when they buy from you. It intrigues and captures the interest of the customer. Brand message It’s not about the place for a litany of product and service features. Use your brand message to use benefits to make a promise, and let the remainder of your communications explain how you will deliver on that promise by detailing the selling features. More importantly, remember that your message must be reinforced with action. Otherwise, your words will lose their potency.