Your marketing messaging is powerful. Whether or not it’s well-received, consistent or inconsistent, evocative or dull – the way you communicate can have a profound impact on your brand identity and marketing results.
That’s why it’s crucial that your messaging is always compelling, consistent and memorable.
In this helpful (and mighty) guide, we give you all the tools, tips, and insights you need to develop effective marketing messages for your organisation. We also share some excellent examples to help inspire you.
Save this guide and you’ll have everything you need to know to nail your brand communications at your fingertips.
What is marketing messaging?
Marketing messaging refers to all the communications your brand puts out into the world, including, importantly, your brand’s value proposition.
Going beyond the contents of the things you say, your marketing messaging relates to how the things you say influence your target market. This includes the way your brand communicates to your potential customers, as well as where your messages fall in comparison to other brands in your industry.
Your marketing messages may be disseminated through many different mediums. Depending on the specifics of your brand, this could include everything from website copy to flyers and emails, as well as digital ads and social media posts.
Unlike your brand voice, marketing messaging is about more than the sum of your tone, style, and personality. Your market message boils down to the big ideas you want your brand to stand for and the key messages you want to send every time you communicate.
Your audience cares about what you have to say and how your service or product can help them. As a marketer, your job is to ensure that customers have enough clear, cohesive, memorable information (in the places they want to find it) to understand the value your organisation provides.
Examples of killer marketing messages
Before we jump into how to construct your own marketing messages, let’s look at a few examples of what a good marketing message looks like in action. Hopefully these can provide you wit the inspiration you need to get started.
Invisalign – Sticking to a theme
Invisalign offers a great example of how effective messaging can be used across a variety of different channels to remind customers what your brand can do.
Invisalign’s brand messaging is centred around achieving a great smile (both physically and metaphorically). This is a clever way of encapsulating the business’s mission: to help customers straighten their teeth.
Across the brand’s website, email comms and social media posts, Invisalign uses smile-focused facts and slogans to tell customers about the value their products can provide. These messages are always delivered in a positive and uplifting manner, which serves to enhance the brand’s self-improvement offer.
Dior – Knowing the right tone
Dior on the other hand provides a very different, but equally effective example of marketing messaging done well.
Their brand messaging is driven by luxury – an idea which is consistent across the online space, in print and everywhere else. This singular focus helps to represent products for what they are while illustrating their consumer appeal.
In every communication or content piece, Dior reminds consumers what to expect by using flowery, visceral language and luxurious, elegant ideas to present messages the audience needs to know.
Toyota – Keeping things simple
Toyota is another different, but great example of how keeping brand messaging simple can still achieve a powerful impact.
At Toyota, brand messages are focused on adventure and driving experience. This is at the core of all copy and visual assets, with Toyota reminding its audience how it can provide these things.
Brand messages at Toyota always focus on the latest vehicles and their features, simplifying advertising to zero in on what really matters: effective product messaging.
How to construct your own marketing message
Now that we’ve delved into a few examples of great messaging from companies in different industries, it’s time to get into yours. Implement our tips and you can develop a strong marketing message that fosters emotional connection and represents your brand as effectively and comprehensively as possible.
1. Know your mission
Before you can create an effective marketing message, you need to know your brand’s mission statement. Why does your company exist? What will your brand do to improve the world or the lives of people living in it?
By understanding the value proposition that informs your brand’s development and growth, you can identify the key messages your consumers need to be aware of.
Take some time to ask yourself what you want your business to achieve. Establish clear brand values or a brand promise, and aim to include these ideas in your messaging strategy. Make sure this mission comes across in any copy you construct, particularly your website copy.
2. Understand your target market
Understanding your audience is essential when it comes to ensuring that you can develop messages that offer value and meaning for the people who matter most: your consumers.
When you know who you’re marketing to, you can plan to send the right messages in response to customer pain points. This can help you help the masses and build brand loyalty.
Never miss an opportunity to ask questions about your community. Use a combination of data and anecdotal evidence to develop a clear brand persona and know who you’re speaking to.
3. Take note of competitors
In business, knowing and analyzing your competition could be the key to improving the way your own brand serves its customers and communicates key messages and ideas.
Looking into marketing messaging from other organizations can help you see what works well and where you could be going wrong. This gives you the knowledge you need to adapt your strategy and pursue success.
Research other brands and companies who share a similar customer base to you, and look for messaging patterns. Observe how consumers interact with your competitors, and identify communicative strengths and weaknesses.
4. Focus on emotion
At its core, marketing messaging is all about emotional connection, so it’s important that you recognize what it takes to speak from the heart and generate genuine connections.
Great marketing messages give audiences a reason to care, whether by focusing on pain points or simply communicating in a rich, engaging, and empathy-driven way.
Look for ways that you can actively help your customers, and share this value with your audience clearly, succinctly, and authentically as part of every marketing campaign.
5. Say something memorable
When building a marketing strategy, being memorable is just as important as solving a problem. Your messaging needs to be easy to recall, helping your brand stand out from the crowd.
Beyond offering valuable solutions to problems your customers face, you can use memorable ad slogans or catch phrases to make your brand messaging part of the zeitgeist.
As you prepare to market a product or service, try to come up with a unique selling proposition and a clever or witty way of stating it. This can help you emphasize your brand’s key message at the center of your overall strategy.
6. Consider varied marketing channels
Finally, it’s important to remember that you have a range of marketing channels and tools at your disposal, and they all offer different messaging benefits and access to different audiences.
By adjusting your marketing messaging for use across different platforms, you can ensure that you’re always targeting consumers in the right ways in the right environments, setting you up for success.
Whether you’re posting content or social media, filming a TV ad, or updating your website copy, be aware of what you’re producing and what kind of marketing messaging will work best on your chosen platform.
The importance of consistency
Every marketer knows that for a brand, consistency is everything. It is the key to developing an effective marketing strategy, growing your business and establishing your reputation.
Finding consistency in your messaging is one big piece of this broader puzzle. By curating clear and consistent marketing comms, you can build trust and foster strong, lasting relationships with your customer-base.
The more consistent you are, the easier forming these relationships will be and the bigger the influence on your company’s bottom line.
Looking for an easier way to nail your marketing messaging?
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At Prozely, we have a team of skilled writers who can help you achieve a clear marketing message that responds to the demands of your target audience and represents your company goals effectively.