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Low-key want me on your marketing team? I’ll pop in your email once a week with a marketing tip!
You’re looking for a way to create an authentic brand message that resonates with your audience — good for you! I’ve got good news: you don’t have to be a genius copywriter or an award-winning marketer to write authentic brand messaging that connects with your audience.
But first, let’s talk about what brand messaging even is—and why it’s so important today in an online world where everyone is talking over each other (or am I just imagining things?). Let’s look at some tips for creating compelling brand messages that build authentic relationships with your audience (and get them excited about what you have to offer).
A brand message is the core idea you want to communicate to your audience through your content marketing, client interactions, and everything in between. It can be a tagline, slogan or catchphrase that communicates who you are and what makes you different from other brands. A strong brand message should be short and memorable enough to resonate with customers at first glance.
A good example of an effective brand message is Nike’s “Just Do It.” This phrase has become synonymous with athletic achievement worldwide because it inspires people to push themselves beyond their limits–whether they’re running a marathon or working out in their living rooms. The phrase also embodies Nike’s mission statement: “To bring inspiration and innovation to every athlete* in the world.”
The same goes for Apple’s famous slogan “Think Different,” which encourages people not only buy its products but also think differently about technology overall– encouraging them not just consume but create new ideas through technology use (iPad Pro anyone?).
Simply put, a brand messaging strategy is a plan that outlines how a brand communicates with its target audience. It’s an essential component of any brand’s organic marketing strategy. The tone of voice, key messaging elements, and medium used to communicate are all important factors to consider when crafting a brand messaging strategy. The messaging should be tailored to resonate with the audience’s needs, wants, and preferences while communicating the brand’s core values and benefits.
Your brand message is the story of your business. It’s what you stand for, it’s why you exist, and it’s how you differentiate yourself in the marketplace.
It should be something that people can repeat back to themselves when they think of your company or brand. If they don’t know what your company stands for, then how do they know if they want to buy from you?
The best way to create this kind of clarity is by asking yourself some questions:
Effectively communicating your brand message requires a multi-faceted approach. Through authentic blog content, engaging social media presence, compelling visuals, thought leadership, and personalized messaging, you can connect deeply with your audience and convey your brand values.
One of the most effective ways to communicate your brand message is through well-crafted blog content. Write in your brand’s tone, sharing insights, tips, and stories that resonate with your audience’s unique needs. Use anecdotes and case studies to showcase real-life examples of how your strategies have helped clients achieve their goals. By providing valuable and informative content, you build trust, establish yourself as an expert in your field, and connect with your audience on a personal level.
Social media platforms offer a dynamic space to communicate with your audience and share your brand message. Share behind-the-scenes glimpses of your creative process, highlight success stories, and engage directly with your audience through comments and direct messages. By fostering a sense of community and partnership, you can develop long-term relationships with your followers.
Visual content can be a powerful tool in conveying your brand message. Use high-quality images, engaging videos, and eye-catching graphics that reflect your brand’s personality and unique value proposition. Incorporate your brand colors, fonts, and visual style consistently to create a cohesive and recognizable visual identity. Visuals serve as an invitation for your audience to learn more about your brand and can evoke emotions that resonate with them.
Positioning yourself as a thought leader in your industry can bolster your brand message. Share your expertise, insights, and industry trends through thought-provoking articles, whitepapers, or guest blog posts on reputable platforms. Adopt a serious tone to show gravity and understanding towards your audience’s concerns. By providing valuable industry knowledge and showcasing your strategic excellence, you can build trust and establish yourself as a go-to resource for entrepreneurs seeking guidance.
Connecting with your audience on a personal level is crucial for effective communication. Use email marketing to reach out to your subscribers with tailored messages that speak directly to their unique needs. Segmentation based on interests and demographics can enable you to deliver relevant content that resonates deeply with each recipient. Incorporate storytelling techniques in your emails to engage and inspire your audience, showing that you understand their goals and challenges.
Authenticity is key to building trust. When you’re authentic, people can see that your messaging is coming from the heart and it makes them feel closer to you.
When we talk about authenticity in marketing, we mean being genuine and honest with your audience. You don’t want to use tricks or gimmicks just for the sake of selling something; instead, be transparent about what you have to offer–and why it matters–while also understanding their needs as consumers.
The benefits of being authentic extend beyond just establishing trust with customers: research shows that people are more likely buy from brands when they perceive them as being genuine than those who try too hard at marketing tactics like sales pitches or discounts (1). In other words, if someone sees through your facade then no matter how good your products are or how much money they save by purchasing from you over another brand they won’t buy anything from either one because neither one feels trustworthy!
It’s important to define your brand’s purpose before starting on a solution. This will allow you to focus on solving the right problem, rather than creating solutions that don’t actually solve anything.
Before we dive into our examples, it’s worth noting that there are two types of goals: tangible and intangible. Tangible goals are things like losing weight, gaining muscle mass or improving sleep quality (just to name a few). Intangible ones include things like being happy or having more energy every day–these are harder to measure because they’re not always quantifiable but they’re still important!
When setting goals for yourself or others in your life: do not worry about what other people’s goals are! Everyone has different priorities when it comes down it which means their needs will vary greatly depending upon their lifestyle choices and lifestyle choices mean nothing if they don’t align with yours so make sure whatever target(s) you set yourself reflect what matters most right now regardless of whether they seem ambitious enough compared against anyone else around them
Once you know who your target audience is, it’s time to connect with them on a personal level. Get to know their needs and wants. What do they want from a brand? What problems do they have that you can solve? How can you help them achieve the goals they’ve set for themselves? If you’re not sure where to start, try asking questions like these by using an audience survey:
A consistent brand voice is a key component of building trust with your audience. It means being able to deliver on your promises through every interaction with them–whether it’s in person or online (or both). Developing this requires you to think about how you want people to perceive your brand and then communicate that perception through all touch points: from the website design itself, to social media posts, advertisements and email newsletters all the way down through customer service interactions when someone reaches out directly over the phone or via email message asking questions about how certain products work or where they can get them locally at stores near them so they don’t have pay shipping costs if possible…
To determine if your brand messaging is authentic, ask yourself these questions:
You’re going to want to make sure that you are being authentic and genuine in your messaging. Your audience will know if you’re faking it, so be yourself! Be real, transparent and honest with them. This is how you build trust with your audience.
If you want your brand’s voice to resonate with customers and prospects, then consistency is key–both in tone as well as content creation strategies (i.e., posting at the same time every day). Being reliable also helps build credibility among potential customers; if they see that a brand posts regularly or gets back promptly after reaching out via social media channels such as Twitter or Facebook Messenger then there’s a good chance they’ll come back again next time they need something from said company/organization/individual person who runs said business/organization/etcetera ad infinitum until infinity plus one because we live in an infinitely expanding universe where everything expands infinitely forever (meaning there’s no such thing as “forever” because our universe never stops growing so therefore there can’t possibly be any endpoint).
It’s important to create a brand message that resonates with your audience. It can be the difference between them connecting with your brand and walking away from it. The key is to be authentic and genuine so people feel like they’re getting real information from you rather than just another sales pitch.
I’m a trained conversion copywriter and experienced brand building with a knack for brand messaging, organic content marketing, writing copy that actually does something for your marketing, and reading every mystery novel Agatha Christie ever wrote (not the psycho mysteries, the kind where the butler did it).
I know your brand message doesn’t begin and end with a blog post; it starts the moment a human discovers you, deepens at every touchpoint through their buyer journey, and hopefully it never ends. My job is simple — map literally all of it out and write it up for you. No biggie.
But, I didn’t get a degree in creative writing for nothing, and from my experience in news reporting I took one major thing — stories connect us and make us more human. That’s why I spend 80% of my process digging in to find the part of your story that connects with the story your ideal client wants to tell. I find that story, and I tell it. I tell it through your marketing and your content so that when your ideal client discovers you, they step into a relationship that never ends.
And by genuine I mean it mirrors your core values, resonates with actual real-life humans, and features a brand voice that is unmistakably YOU — no imitations, no facades. Download my most comprehensive resource yet, the Brand Messaging Blueprint, designed to help small businesses create guidelines for communication that fosters trust and builds lasting relationships, rather than just transactional interactions.
Photography by rachael houser
Brand & Web Design by Karlie Svebakken
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With extensive experience in brand building, content strategy, PR and marketing, I help entrepreneurs take their biggest pain points and create actionable plans to turn them into growth. Book your 90-Minute Breakthrough Session Today!
I’m Kaylan, of Bushel & Bunch, and as a brand messaging strategist, organic marketing expert, and conversion copywriter I specialize in helping businesses build brands that make authentic relationships, optimize conversion quality, and build sustainable growth.