Innovation can be the key to communicating effectively to your ideal client. But why is creativity the key?! The answer is simple – it will help you to stand out!
When you are trying to reach a new client or customer, you ultimately want to grab their attention, be recognised, remembered, and form a connection with the potential new customer or client. This is possible with creative communication.
But, it strong brand messaging doesn’t stop with the introduction. It’s an integral part of the brand. Sometimes, you only have a second to make an impression on a prospective client or customer. Everything that you do, say, and publish – is a way of communicating to a potential client or customer.
Let’s investigate the different ways that your brand can strengthen their internal and external brand messaging.
#1 Internal Brand Messaging
According to 99Designs, brand messaging starts with how you and your team define your brand. Your company values have a direct impact on your employees and if you have won over your employees, you have won half the battle. Did you know that company culture develops directly from circulation of internal brand messages?! Before you do anything, make sure that your internal brand messaging is communicated and understood by the internal team.
Methodology
Buy in from your internal team will have a long-term effect on your brand’s objectives. So, how can you ensure that you get buy-in from the internal team? Make them part of the process. Share ideas, goals, and welcome feedback. Communication is a two-way street and it’s crucial to have sessions where the internal team can feel safe to raise their questions, ideas, or concerns. Some of these feedback sessions may even strengthen the relationship of your team.
#2 External Brand Messaging
Most people start to think about the external brand messaging and how they want customers to see them first. External Brand Messaging includes how you position yourself as a brand, the unique value proposition that you offer and the tagline or slogan. Make sure that your brand is positioned in the direction that your company is growing.
It’s crucial that your marketing strategy, branding, and all communication conveys the same message. Consistency is key.
Methodology
Start off with a very strong brand foundation. A logo is not a brand! Build a brand that is easily recognisable. Our art director always asks our clients: “Will your brand be recognisable without your logo?” If the answer is “no”, then your team needs some branding assistance.
Again, creativity is key. It’s in the subtle copy line, or clever use of logo design, or the way that the brand positions itself in the market. Creativity is what sets your brand apart from the competition.
How to determine if you are communicating the right message?
1. Quality of leads
The number of quality leads is an indication of how successful the brand messaging is. If you are consistently getting leads, but it’s not your ideal client or customer, then you should rethink your brand messaging.
2. Type of feedback and frequently asked questions
What are the typical questions that a prospect asks? Does it directly relate to the problems your product or service solves? Does it feel like there is miscommunication between what your brand has to offer and what the client needs? Strong brand messaging and creative assets will communicate to an ideal client or customer. If you keep on getting questions not related to your product or service offerings, it might be time to investigate adding those offerings or changing the core brand positioning that includes messaging and creative assets.
3. Is your brand recognizable from its competitors?
If you want to surpass your competition, it’s crucial to communicate what differentiates you from your competitors, and your brand needs to distinguish itself from the competitors.
4. Does your messaging reflect the reality?
Never over-promise and/or under deliver. Does your messaging reflect the reality in terms of what your business can offer?! The messaging needs to be clear and concise while being authentic.
5. Does your content resonate with your ideal customer?
The goal of brand messaging and creating content is to relate to the pain points that an ideal client or customer is experiencing. This is a great way to connect with a potential client or customer. If your brand messaging is not communicating the right message, you will fail at this.
Conclusion
Having strong brand messaging is crucial to ensuring business success. It’s the first step to your customer remembering your brand and making them feel like ‘you understand their needs’. Once your brand grasps how to effectively communicate to your ideal client or customer, the rest of your marketing objectives will feel more within reach.
Following the 5 questions to determine if your brand is communicating the right message, do you think your brand is successfully reaching new customers? If not, reach out to us, and we’ll assist with an in-depth analysis on how to help execute a strong brand message across different platforms.
