The key to creating a brand your audience can trust is by creating a consistent message for your customer. With the introduction of social media into the messaging world, things have gotten a little muddled. It is even more important to ensure that you are producing messages that are consistent across all channels.

Here are 8 tips to keep in mind when establishing the message of your brand:

  1. Determine Your Audience: As with all communication interactions, it is necessary to establish with whom you are talking. Identifying the target audience is a key step in any marketing strategy and should be carried on to your messaging initiatives.
  2. Develop Primary Messages: Having a couple of messages that are all cohesive, with each other and with your target audience(s), is going to be the most beneficial for your business. Flexibility is vital when communicating between several different channels and with multiple audiences all while maintaining consistency with your message.
  3. Make Clear Messages: This may seem like stating the obvious, but it is necessary to evaluate each message to ensure that it is clear. Is it saying what you mean it to? Is your audience going to understand it? Is it effective?
  4. Speak with a Similar Voice: Often times you are going to have messages that are sent out by a number of people within your business. In order to keep your branding and messaging consistent, it is important to match the personality of all messages. The message of the brand needs to be considered, as well as the audience and what they are most likely to respond to. One way this can be done is by creating an internal communication plan. Don’t forget to communicate within the business too!
  5. Gather Feedback: This tip goes hand in hand with the previous one. Make sure that your messages are understood by those within your organization. Get feedback from them about the effectiveness of the message.
  6. Use a Consistent Format: This doesn’t mean the channel or the medium used to deliver the message. This means that if stories work the best with your audience, use them. If statistics resonate with your audience, use those. You get the idea.
  7. Repetition, repetition, repetition: Repeat your message several times and across all channels.
  8. Appoint a Message Monitor: Most businesses have someone who is in charge of communication, but sometimes this part of the job gets forgotten. Having someone to ensure that all your messages are consistent at all times is an important aspect of branding. If you don’t have an internal person, consider looking externally for someone who can evaluate the messages.

There are a lot of messages out there for individuals to take in. This makes it more important than ever to create and maintain a consistent brand through consistent messaging. Always remember that messaging is part of branding.

 

Susan J. Campbell
President of SJC Marketing

Susan J. Campbell is a marketing and content creation professional with more than 20 years in the B2B world. As a writer, marketer and business owner, she understands the challenges today’s organizations face when trying to dominate the market. With a team of experienced marketing communications professionals at SJC Marketing, she helps both businesses and non-profits navigate opportunities both online and in print to maximize their reach and grow their market share. Susan is a graduate of Missouri Western State University with a bachelor’s of science degree in Business Administration with a marketing emphasis. She is a Past President of the Eastside Rotary Club and is actively involved with a number of local community organizations.