What elements make up the brand message
A brand message is a complex concept that refers to the message a brand wants to convey to its target audience. This message aims to attract the customer’s attention and communicate the company’s values. This approach is a powerful tool for building a customer base.
Surveys confirm this. According to research, 64% of consumers use the services of brands with which they share a common value system. The target of the message is primarily the feelings of the target group, which are the driving force behind the purchase. In the message, it is essential to reveal the mission of the company and its advantages over the competition.
The elements of a brand message
A well-constructed brand message strategy not only helps to communicate with the target audience. It also creates an effective corporate culture that influences the company’s perception in the marketplace. It is vital to distinguish between:
- Internal brand message. Represents the characteristics and image of the company that are formed in the minds of each employee. The company’s mission and values have a huge impact on the team, and an image of the company and internal interactions are created through the employees. Therefore, ensuring the team is familiar with the brand mission is extremely important.
- The external message aims to build relationships with the target audience. It consists of various elements, including positioning, the company’s visual attributes, and the tagline. It also involves communicating the company’s competitive advantages and value proposition.
One of the key components of the message is the brand mission. It is a message of 1-2 short sentences that outlines the answers to three questions:
- what the company represents;
- what product it offers;
- why it does business.
As for the last point, it will usually start with the word ‘to’. For example, the company is in the market to make customers’ lives easier or healthier.
In the message, it is also significant to describe the brand values that serve as guidelines for achieving the company’s goals. In this case, the desire to help people gives direction to the company’s products.
Brand positioning helps present the company in the marketplace in a most useful way to the target audience. The right strategy helps to create a certain image of the company, promotes loyalty and improves brand communication with the target audience.
The value proposition makes it possible to understand how the brand’s activities benefit a particular person. Different customer groups require different value propositions. A brand message only works well if each of its elements is well thought out and in line with the overall objective.
