BRAND MESSAGING
What can you offer customers? How do your services or brand experience compare with the competition’s? What do customers get from your business that they can’t get anywhere else?
Your brand messaging should account for these questions and more. It defines what your company is, permeating everything from marketing materials to tag lines to product descriptions.
There a lot of factors that are wrapped up in brand messaging, including:
- Value proposition.
- Key differentiators.
- Brand principles.
- Organizational culture.
- Target audience.
- Product positioning.
Everything your company says should have meaning, and that meaning should always reflect your brand messaging.
Look at Subway. For decades, it ran a fairly popular – if unremarkable – fast-food business. Today, it’s the largest fast-food chain in the country, representing 18.5% of the total market. A big reason for Subway’s success has been its shift in messaging to appeal to health-conscious consumers.
Every branding change and development that has come about over the past couple of decades has stressed fresh food and healthy eating. The brand’s tagline, “Eat fresh,” is an obvious example. Even redefining employees as “sandwich artists” demonstrates a commitment to food quality.
Working with a brand agency, businesses can receive expert guidance on how to craft the right message for their audience, their industry and their organization. In some cases, an existing approach may only need a slight tweak, whereas in others, a full-scale re-branding is necessary.
Subway essentially re-branded itself as the healthy alternative to the most popular fast-food chains, such as McDonald’s and Wendy’s. Now, those same brands are trying to follow Subway’s lead, pushing healthier food items in their marketing.
Useful UPDATED Information
Why Your Website is More Important than Your Business Card
Twenty years ago you couldn’t be in business, and be taken seriously, without having a crisp stack o…
What attract audience to your Website?
After you visit a site and you browse through it for a while, what makes you stay? Great design help…
5 Sign Web Design Tips
1.Your website is raking in traffic but conversion rates are low: When your site has a high bounce r…