Brand Messaging Strategy
[ AN INTEGRATED BRAND COMMUNICATION STRATEGY COMPONENT ]
Creating impactful communications is all about being strategic about your messaging. A messaging strategy will clarify what you should say, and to whom, to move your audience steps closer to working with you.
Why a Brand Messaging Strategy?
Every entrepreneur needs an origin story that connects and builds a bond with their audience and effective and compelling messaging that distinguishes them from their competition — not created from gut feelings but audience insights.
Step 1: The Review of Your Brand Strategy
You can’t create a messaging strategy without some key components of a brand strategy. The brand strategy process gives rise to a few key internal messages, like a brand positioning statement. This is just one of a few internal brand messages needed to establish a brand messaging strategy.
Step 2: Brand Messaging Audit
If you have been marketing your business for at least a year, a brand messaging audit will help determine which messages are on brand or missing the mark to improve messaging and communications.
Step 3: Brand Messaging Strategy
When you need message clarity, marketplace differentiation, and better content, creating a brand messaging strategy is an important step. Companies with strong narratives perform 20% better than companies with weak narratives.
Creating content with a brand messaging strategy will also make it easier for you to deliver the same message across multiple marketing channels, with repetition positively shaping your audience’s understanding of your brand.
These key messages are then mapped to the customer journey of your prospective customers to deliver messages that will resonate most with your audience at the right time. These messages also become the cornerstones of your content strategy.
At the end of this step, you will be prepared to create a Web Content Strategy, as you will receive a Brand Messaging Guide with a Strategic Messaging Map and Messaging Framework. You will also receive a Communications Brief.