You may be surprised to know that what you are buying and what a brand is selling is very different! Take the example of BMW. To a consumer, BMW is just a car which offers comfort and security. But the brand BMW is delivering not only a 4 wheeler, but it is also delivering trust, luxury, pleasure, and enjoyment. The brand message of BMW which says “Sheer Driving Pleasure” may not be of much significance to a layman, but look into it and you do get a meaning!
If you research a bit, you will find out that buyers of these luxury cars enjoy spending time mostly in the back seats due to their comfortable ride quality. Like BMW, in order to get ahead of its competitors, claims that alongside the best of ride quality, the cars are fun to drive too. This is the meaning!
Yes, BMW has made a market for itself and is highly popular. But if you are a brand not such famous, I would like to tell you that you cannot afford to have a complex brand message. People do not have the time to decipher what your brand stands for. Even worse, you may be wrongly interpreted.
Let’s see some of the ways by which you can create a unique brand message easily understandable to all:
Take a vow
Take a look at the brand messages of all the top brands on the globe. You will see that the brand promises something to its consumers. May it be ‘Moov: pain relief’ to ‘Mercedes Benz,’ every popular brand promises something or the other to the customers. So make a promise to serve your customers every time they buy your product or service. Your brand message should give the customers the feeling of being assured.
Make it Short and Precise
Don’t you want your customers to spread your words to other people? You must have heard about WOM (Word Of Mouth) Marketing. This WOM inspires people to talk about you and your branding. So, short and precise brand messages are easy to refer and discuss. But if your message is lengthy and detailed, you cannot expect customers to learn it up and then discuss it with peers. Messages that are short and easy to grasp, people will discuss it on the move or while talking to each other randomly. And customers are talking good things about your brand is priceless for you.
Communicate your USP
It’s a challenge. As I mentioned above that, your message should be short and precise, but you need to provide your USP in your message. I know what you are thinking. Your brand has so many USPs, right? But so does the other brands. Hence, only communicate those which are unique and distinct from the others, consumers love to compare the brand that they like.
Convey some emotions
Do you know what’s the only thing that separates us humans from robots? Yes, the term is ‘emotion.’ And humans have too much of it. Nevertheless, try to blend some emotions in your brand message to make it appealing and attractive for the customers. Play with words, use of colorful language, puns, and others are great tools.
This is very important. If you are a street food shop who is claiming to sell the most hygienic food available in your message, you are only making a fool of yourself. You might have worked very hard for years to build your brand, but if you provide false facts, your reputation will be damaged in seconds. Yes. Seconds! Show your customers what actually you are.
Keep Track of Your Competitors
Never imitate your competitor. But you definitely should be aware of their doings and happenings. Point the differences in yours and their messages. Check their social media pages and check how often do they change their brand image.
Showcase your Vision and Mission
What’s the objective of your business? What do you want to achieve from it? What are your goals? How are you gonna serve the society? Try to answer these questions in your brand message. If you do so, people will get to know that you are trying to contribute to their well-being and for the welfare of the society. Hence, this shall boost sales.
These are some of the basic factors based on which you should design your brand message. However, you should know that the motive first of your business, and then build and maintain quality products and services. If you manage to do so and create a strong brand image, you are bound to succeed.