When you don’t have a clear brand message, it can wreak havoc with your internal and external teams because you’re not communicating succinctly about who you are, what you do, and why they differ within a consistent framework.
I will walk you through the elements of the Brand Message Framework. By the end of this article, you should come up with a brand messaging framework that you can implement for your brand.
Brand Messaging Framework
The Brand Message Framework is the foundation for all your brand messaging. It’s a collection of your branding documents, data, and materials that will help your teams (internal and external) represent and communicate your brand to your audience. here is a file Brand Message Framework Template to take advantage of it.
a Fifthision It is “what” the company aims to achieve for its future.
a Expedition It is the “how” we are currently taking action against our vision.
A brand promise tells customers what they can expect from your brand in a succinct, compelling, and memorable way. A company needs a brand promise to communicate its customers’ expectations to everyone throughout the organization so that consistent customer experiences are delivered both internally and externally. If you are consistent in delivering on your brand promise, you will have loyal customers who are ready to spread the word to family and friends about how great you are.
Successful brand promises are distinguished by the following main components:
basic. reasonable. Do not forget. Unique. Measurable.
- Simple Brand Promise: A brand promise should be simple. Try to stick to ten words or less.
- A credible brand promise: A trusted brand promise is when your customers experience consistency every time they interact with your company.
- An unforgettable brand promise: A brand promise should be memorable enough to compel employees to use it while customers interact with your brand and for customers to interact with your brand.
- Unique Brand Promise: Your brand is likely to compete with many competitors. Therefore, it is important to determine what makes your brand different in order to build your brand’s promise to stand out from the crowd.
- Measurable Brand Promise: For your brand promise to be effective, it must be measurable. If you can’t define it, you can’t measure it, and if you can’t measure it, you can’t manage it.
here is a file Instructs On how to develop your brand promise.
A value proposition is a simple phrase that summarizes the promise of value that will be delivered to customers if they choose to purchase your product or service.
Value Proposition Canvas Tool It’s a great place to start setting your value proposition by identifying and validating the ingredients of your product and why people buy it.
Here are some questions to help you navigate the value proposition panel:
- How does your product work?
- What does your product do for your customers?
- How do you feel when using your product?
- What are the rationale for the purchase?
- What are the emotional motives for buying?
- What are your customers’ hidden needs?
- What are people currently doing instead?
Once you have gathered this information together from the Value Proposition Canvas tool, the next step is to extract these insights into your proposed value statement. An easy way to express it is with Steve Blank (Professor of Entrepreneurship at Stanford University and Columbia) XYZ Template.
We help (X) to (Y) by doing (Z).
the target audience
The target audience is the demographic group of people most likely to be interested in your product or service. Defining a target audience allows for personal and intentional communication with those who are likely to buy your product or service.
To determine your target audience, you must analyze your market segmentation. Here is an article on how to perform market segmentation. Your goal is to summarize this information into a simple statement for your target market: Our target market is (gender), age (age group), who live in (place or type of place), and are interested in (activity). Keep in mind that this is just a guide to use; Don’t feel that you need to stick to these identifiers (ie gender) if they are not relevant to your work. Of course, if you offer multiple products or services, you will need to generate target market data for each product (or product category).
here is a file Instructs on how to develop your target audience.
The tagline is a tagline that summarizes what your brand is all about. Keep in mind that the tagline is different from the logo. Usually the logo is for a specific campaign or product while the logo speaks about the values of the company as a whole. Here are three steps to creating a tagline.
- Define business goals: Your logo should reflect your business goals.
- Define Brand Sentiments: Define the emotions you want your customers to feel when they interact with your brand? Here’s the Pluchik Emotion Wheel to learn about different types of emotions.
- Brainstorming: Share ideas with key stakeholders in your organization. Decide what works best for your company.
It is the intangible characteristic that embodies the spirit of your brand. It’s usually a one to five word phrase that expresses the essence of your brand and most importantly, gets your customers to feel it. Here are some examples of the essence of the brand:
- Apple = simplicity and innovation
- Coca-Cola = happiness
- Walt Disney = Wizard
- Volvo = safety
When someone has a great personality, we are drawn to them. We want to be with them because they make us feel good. Brand personality works the same way. Your brand personality is basically the human characteristics associated with your brand. It is communicated through tone of audio, visuals, and even policies. They are expressed as adjectives that convey how you want people to perceive your brand (eg, smart, sophisticated, funny, etc.). Here’s a sample with over 200 adjectives to get you started thinking if your brand was a person, who would they be?
A strong brand personality can positively influence brand loyalty, word of mouth, active engagement, and willingness to pay more. Source
Here are three ways on how to find your brand personality; Use what best suits your needs.
1. Brand personality dimensions (by Jennifer Aaker) is a model that measures the five dimensions of a brand’s personality
- Sincerity (realistic, honest, healthy, cheerful)
- Thriller (bold, spirited, creative, modern)
- Competence (reliable, intelligent and successful)
- Sophistication (upper class, witch)
- hardness (outdoors, stiff)
- Here are three steps to developing your brand personality according to this model:
- Brainstorming: Start by making a list of personality traits (here’s a list of traits to start with) that best represent your brand. Group these attributes under one of the five dimensions of brand personality. For example, adventure, exploration, and self-discovery represent Patagonia and fall under Ruggedness.
- Rate: Rate each brand personality trait on a scale of one to five. One is the least described and five is the most descriptive of your brand. This process helps identify the brand personality traits that represent your brand the most.
- organize: Organize your results to see where your brand scores are high or low. Determine where your brand should focus within the five dimensions of brand personality.
2. Brand archetype frame (by Carl Jung). Carl Jung believed that archetypes were models of people, behaviors, or personalities, making them more recognizable and relevant to target audiences. Young identified 12 archetypes. The idea is that any brand can be associated with one of 12 archetypes that help define the brand.
3. Brand archetypes collection and brand personality: This model combines the framework of the brand’s archetypes and the dimensions of the brand’s personality.
Brand pillars are the values and characteristics that make up your brand. Your brand should be about how you communicate your message to the world. Brand Pillars help you do this by identifying the key points that differentiate your company from your competition. Source Brand pillars can be your core brand values, important strengths, or aspects of the brand that support or add dimension to the brand’s core idea of “Who are you?” This can be anything your customers feel is important to them – convenience, innovation, quality, safety, etc. It should become the focus of marketing strategies and reference tools to use for direction. For example, the pillars of the Toyota brand are innovative, exciting and inspiring.
Once you have a framework for your brand messaging, everyone you interact with, especially your customers, will be clear about who you are, what you do, and where you stand. Start building your leadership brand today. I’ve got this!
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