As a brand to build Webflow agency, Edgar Allan can help companies start from square one in defining their brand strategy (the high-level, internal storytelling that establishes how your brand will meet your audiences and behave in the world), and messaging (where your brand communicates verbally with your customers via smart, emotionally tuned statements that bust them out of their screen-induced glaze and say, “Huh. I feel that statement in my bones.”). That’s our favorite.
But we also can – and often do – take a company’s existing brand language and create messaging, or tune up existing messaging to respond to market changes, audience shifts, and new product offerings and help roll out fancy new, killer messages to the world. What you need is up to you (and we can help you figure it out.). But before we even go there, let’s start with the basics:
What is brand messaging?
Brand messaging is an audience-facing externalization of brand strategy – the communication of a brand's core values and ideas to its target audience through messaging tuned to pain points and designed to convey a brand’s value proposition to its audiences. When thinking about your brand messaging it’s important to remember that it needs to encompass the tone, language, and key messages that your brand uses to tell its story and connect with its customers.
Brand messaging is an important part of a brand's overall marketing strategy and helps to create a consistent and cohesive brand identity, alongside other elements like visual identity, voice and tone creation, and brand naming.
Overall, having strong brand messaging is important to
- Establishing a clear and consistent brand identity. This allows your customers or clients to quickly and easily understand what your brand stands for and what sets it apart from competitors.
- Building trust and credibility with your audience, which can be crucial for creating and encouraging customer loyalty and boosting sales.
- Differentiating your brand from others in a crowded marketplace by pointing out specifically, uniquely why your product or service is the very best one for your intended audience
How does Edgar Allan approach brand messaging?
Audience-first, just like we approach brand strategy, content design, and content creation.
Our process typically begins with a discovery workshop in which we’ll explore (among other things) audience needs, challenges, triggers and expectations of your brand and how it communicates. From there, we’ll also layer on interviews, desk research, competitive analysis and more to get at the heart of what your customers or clients really believe in, want from your product or service, and the narrative they’ll respond to.
Sound a little overwhelming? Nah. Only if you don’t work with a team with a long track record and variety of experience. Edgar Allan has you covered on both with an entirely in-house crew of experts with experience across both the startup world and enterprise.
What else is brand messaging good for?
By establishing strong brand messaging you can help to foster a sense of community and connection with your customers, which can be an important driver of brand success. Connectedly, we believe that brand isn’t a foundation, an umbrella, or DNA – it’s more like a club you join, active, connective, and most importantly, a conversation rather than a one-way road of communication. We think of it as having stories with your customers rather than simply telling stories to them.
A few more bits of goodness:
- It's important to understand your target audience and what they care about. With this understanding, Edgar Allan can empower your business to craft messages that resonate with your audience and address their needs and concerns.
- Identifying your brand's unique selling points and core values and creating messages that highlight what makes your brand special while also connecting with your customers on an internal rather than external level is super important to brand messaging. We can help.
- Finally, tone, voice and language choice are important and an exercise connected to brand messaging. Your brand’s personality says a lot about your values and point of view, and signals to the right people that you’re the choice for them.
Why does brand messaging matter?
Ooh, great question. Check out this article on the value of brand messaging, where we answer this question and more.
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