Creating a Business Brand: Determine Your Core Branding Message
Well, I spent all last week trying to find a marketing genie that could magically create brands for us. But, since I couldn’t find one, we are going to forge ahead with creating one on our own! Last week, we talked about the importance of identifying your target audience. Today, we’re talking about the importance of creating a branding message.
A business brand is a message consistently and repeatedly delivered to a target audience through visual and textual elements. Every business has a general business message that is conveyed through everything they do. Think about your favorite brands. Whether you’re a marketing expert or not, I can almost guarantee that you’re able to pin point the core company message that gets repeated over and over. *Bonus points if you know the actual tagline of each company without looking it up.
Target: We have everything you need to get through every day life at a great price.
In N Out: We have the freshest, highest quality food in the fast food industry.
AT&T: We provide consistent, reliable cell phone service that lets you stay connected to people, places and events all over the world.
These messages are portrayed in every interaction the company has with the public, whether its through taglines and ads, store displays, or customer and employee interactions. Every aspect of their branding and marketing is based off this core message.
So, how do you come up with a message like that? A message that is simple enough to be explained in just a few sentences and can be expressed in every one of your public outlets. Think about these three things:
- The identity of your company. What does your company do? Are you very large, very professional financial institution; or a small, personable, fun-loving design company? Where does your company operate? What products or services do you provide? What are your core values?
- The ways your company benefits your consumers. Which of their problems do you solve? How do help them? Why should they choose to do business with you? What’s in it for them?
- The things that set you apart. How are you different from your competitors? What makes you company special? What makes your product and services special?
In answering these questions, a message will begin to emerge. You’ll find there are certain ideas that repeat and overlap across all these questions, and those are the ideas that will make up your core message. If you’re having trouble coming up with a core message, schedule a meeting with Allison, Director of Client Relations at One Step Services. She has years of small business marketing and branding experience and would love to help you create a branding message.
BTW, I wasn’t kidding about the bonus points. If you know the marketing taglines for Target, In N Out or AT&T, write them in the comments below!
photo taken from www.freedigitalphotos.net
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