Why Is Brand Messaging Important?
When your business is clear on its brand messaging, you’re going to win a lot more customers. The reason is that your customers will also be clear on what to expect from your products and services over someone else’s.
The right message will engage your audience and persuade them to buy from you because they believe that what your business provides is exactly right for their needs.
Developing your brand messaging is an essential component of your marketing that can’t be skipped. Your brand message explains to the public who you are, what value you add to your customers’ lives, and why you’re the right business to do it. It’s vital to get your message straight and avoid the 10 brand messaging mistakes below.
10 Brand Messaging Mistakes
1. Not Telling Brand Stories
Many people don’t use brand stories at all in their marketing materials or other messaging. The more you can use stories to showcase your business and focus on the values and principles of your business, the more you’ll relate to your customers.
2. Not Creating a Solid Message for Everyone
You have different components of your business that need the same message. So, the messages that you share with your team, your customers, your affiliates, and the audience, broadly need to match.
3. Not Connecting Emotionally
When appropriate, using emotions in business is highly effective in driving action. Pull at their emotional strings, and you’ll develop a close audience that shares the emotions they have with you and each other.FREE Checklist: Branding For Small Businesses
4. Not Developing a Brand Voice
The best way to ensure cohesive and coherent messaging is to ensure that you use a specific brand voice. You can work on your brand voice down to the tone, words you use, and more, to ensure consistency throughout platforms and the audience’s place in their buying journey as you share your story.
5. Not Focusing on Thought Leadership
As a business, you’re in the perfect position to share your thoughts with others as a thought leader. That means you’re an expert in your niche and want to be the go-to person. If you want that, you must be that.
6. Not Sharing Your Brand Values and Principles
You may think that sharing values and principles in a business isn’t something you should do, but the truth is that you should. Your business needs values and principles, just like you do to keep yourself on the right path.
7. Not Encouraging Your Team to Share Your Brand Message
If you have a team that you work with, whether employees, contractors, or affiliate marketers, sharing your brand message and brand story and then encouraging them to do the same is very powerful.FREE Checklist: Branding For Small Businesses
8. Not Repurposing Every Piece of Content That You Create
As you develop your messaging, don’t consider content a one-time-use product. Instead, reuse, recycle, and repurpose every single piece of content and promote it regularly.
9. Not Promoting Your Brand Stories and Other Content That You Publish
Creating and developing the message is only part of your job. You also need to promote the stories you create. SEO (Search Engine Optimization) is great, but you should also consider paying for advertisement placement and getting involved with social media influencers.
10. Not Focusing on the Impact of Your Message
One of the most critical parts of your business messaging is the impact it has on those who receive your message. Remember this important factor as you develop your brand messaging.
Free Checklist: How To Create Your Brand Messaging
Inconsistent messaging can affect your branding and block your advancement more than you may think. Work hard at developing a coherent message and make sure you correct it and spread it at every opportunity. If you focus on impact as you build your message, you’ll do a great job developing your brand message.
Download my free Branding Strategy Checklist that provides actional tips on how to build your brand, reach your target prospects, provide a positively memorable experience related to what you have to offer and improve customer retention.