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Developing Your Brand Message

Emily Del Favero

Deliver the right brand message“Branding is what people say about you when you are not in the room.”
— Computer scientist and e-commerce mogul, Jeff Bezos (a.k.a. CEO of, the world’s largest Internet sales company)

What do consumers say about your company? What does your brand mean to your current and potential customers? What message are you sending them? The voice and tone of your brand tie directly to your brand message. This message describes your business, what you do, and how you are different. Your company’s specific message should be clearly integrated throughout all of your marketing, including website content, print collateral, digital ads, literature, business presentations, social media, newsletters, and more.

There are three key perspectives that must be considered when developing your brand message: consumer, internal, and market.

The Consumer Perspective

How do others perceive your brand? The first thing you should do when defining your brand message is to get into the head of your customer. What you believe your brand is saying might not align with what your audience is hearing. You might believe your brand screams quality, innovation, and coolness, but your audience might find it unreliable, stale, and outdated.

How do you find out what your customers think? You can hire an agency to conduct marketing research on your behalf, or you can take matters into your own hands and interview or send out a survey to some of your best and worst customers. This will give you a fair and balanced idea of how your consumers perceive your brand and the real message you are sending. (The most valuable messages might actually be coming from your worst customers.)

The Internal Perspective

How do you perceive your brand? Next, talk to your internal team and figure out what you truly stand for and how you want your brand to be interpreted. Decide what makes your product or service unique and how you can differentiate yourself from your competitors. Where do you create value? To be effective, you need to create a message that is true to the promise you deliver. This message must also align with your company’s vision for the future.

The Market Perspective

How does the market perceive your brand? Take a look at your competition and see how they are positioning themselves. Visit their websites, read their content (the about us page, mission statement, taglines), and try their product or service on for size. Get to know them. The better you understand your competitors, the more intimate you become with your market and target audience. Then ask yourself, how are you different? What unique value do you provide that they don’t? How do you plan to take your slice of the market pie?

What’s next? Communicate your brand’s value.

After you’ve done the homework, found your voice, and defined your brand strategy, the next step is to develop messaging around it to clearly communicate your core values to your consumers. Poor brand messaging can confuse your audience and contradict the brand strategies you’ve implemented. Taking the time to carefully craft your brand messaging can strengthen your value proposition and the relationships you have with your customers while also reeling in new business.

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