As passionate experts in branding and marketing messages, it's hard for us to 'turn off' that strategy brain. We're critically analysing brand experiences 24/7, whether we like it or not (don't worry, we do). And it leads us to unpick everything - from the new brand mark at our local coffee joint through to the billboard messaging we pass on the morning commute. (We'll be unpacking these marketing message examples below).
Throughout our ponderings and analysis, one thing is clear. Messaging makes or breaks a good brand. It manifests in every touchpoint of a brand experience from:
- The digital (web, socials, emails)
- Through to the real-world interactions (sales calls, demos, packaging, community management)
- And business strategy (missions & values, hiring, culture).
It can sometimes be difficult for people to see the value of a strong messaging framework with clear content pillars. The power of a good phrase isn't directly translatable to ROI. But failure to communicate clearly, succinctly and with personality means you get lost in the white wash of competition.
You could have a beautifully designed logo, or brand spanking new website. But without a brand story and brand message that cuts through (and has value), you'll loose your customer quick smart.
First, what's the difference between copywriting and brand messaging?
If you're unsure what brand messaging really is, then have a read of our previous post here.
Brand messaging is determining what you talk about - the key content and marketing pillars that shape your business and language. Whereas copy is the 'how' - how are you explaining or discussing your content pillars through different channels.