The enduring truths of brand messaging
remain the same, and they are simple.
Agencies typically insist that branding is a mysteriously complex, multi-phased effort best left to them.
Let’s cut to the chase and lose the bombastic rhetoric.
The two fundamental human truths in marketing:
# 1 “Why should I care?”
The ever-present question subconsciously posed in your customers’ minds is, “What are you (the brand) saying, offering or promising that I should care about? If you can’t get them to care, then you’re just more noise in their overly noisy world. Note that in this point of view it’s about what they care about, not what you care about.
# 2 ”Why should I believe your claims?"
The second ever-present question is “What is my reason to believe?” Why should I trust this brand? How is trust established? What proof does the brand offer? Proof can be word-of-mouth from a trusted source, an expert endorsement, industry leadership, performance history, case studies, testimonials, etc. Just because these truths are fundamental doesn’t mean they are going to be easy to define.
Just because these truths are fundamental doesn’t mean they are going to be easy to define.
Defining your brand’s compelling attributes and benefits in light of what your target audience cares about and then communicating that via an engaging, compelling brand story is the genius of great messaging. Look for an agency that understands this and can help you bring your brand story to life.
Stop looking for branding miracles.
Some marketing managers come to us looking for quick-fix solutions to bump the needle in the third quarter. But we think their "solution" is much more comprehensive than an isolated tactic or even a re-furbished strategy. We think their solution is the brand itself.
Whoever made "branding" a verb didn't do the marketing world any favors. “Branding” implies imposing external activity on a brand instead of identifying and fulfilling a brand's purpose, promise and potential. A more efficient and productive plan is to work with an agency to identify those key messages. Then put a set of tactics in place to deliver.
"Branding" implies external activity rather than identifying and fulfilling your brand's promise.
Let the brand be the guide
Turn the question around, and let the brand be the guide. For example, instead of asking what can we do “to my brand”, ask “what would my brand do?” Decisions often fall into place and you provide a more meaningful message. By the way, this process is ongoing and, should never be completed. Stop looking for "solutions" and start looking at your brand.