Most of the time when I ask a business owner about their brand message, they tell me about their products or services and explain how they think they’re the best at what they do. This isn’t their brand message. They tell me about these things passionately, but they’re almost trying to convince themselves of what they’re saying at the same time. I’m not the only one who will notice this hesitation.
A great brand deserves a thoughtful and powerful brand message. At Big BAM, we help our clients craft a brand message that does several things at once:
Catches their attention by piquing their curiosity
Explains what the brand offers
Makes it clear the brand is the right fit for them
For example, with a client who specializes in video, we distilled their offerings, their unique approach and their target market into a succinct brand message that says it all: “Identifying your narrative, sharing your story.” They could use this alone as a tagline, or work it into an elevator pitch. It communicates a lot about the kind of video work they do to their clients, and is a clear statement of the kind of projects they will—or won’t—pursue.
Your awesome brand message supports your awesome brand. And let’s be clear, that brand is so much more than just a logo. A brand consists of three main parts. The first part is visual—it’s the face of the brand. This is commonly known as the Visual Identity. This consists of your logo and your collateral, all of which aligns with your brand message.
The second part of a brand is its Culture/DNA. This is where you establish your values and the type of company you are. Your Culture/DNA explains what you stand for and communicates this to attract like-minded individuals who share in the same ideals, passions, beliefs, and so on. It is supported by your visuals and is embodied in your brand message.
The third part is Client Experience (CX). This where most of your relationship is won or lost with each client. Their experience determines whether or not they will recommend your services to anyone they know. Client Experience is consistently overlooked—especially by startups—even though it is a key component to building a successful brand.
High-level brands succeed in large part because of the order of importance they give each of those three parts. That order is:
Client Experience
Culture/DNA
Visual Identity
I believe in being client-centric. This doesn’t mean that the client is always right or we should just roll over. It means our focus is on building a relationship with our clients, turning them into brand ambassadors.
Clarifying your brand message is key to the success of your brand, and can position you to thrive. There is a correlation between your brand and your brand messaging. If you don’t have a fully defined brand, it’s going to be super difficult to communicate to your target market through a brand message. All three parts of your brand should align with your brand message, and should be confirmed through all of your marketing assets.
Are you ready to define your brand and solidify your brand message? We’ve got you covered. The Big BAM Process is a step-by-step approach to align your online and visual presence with your brand messaging. With a message that resonates with the right market, you’ll be in a position to attract your dream clients.
This is part of a series on simplifying and aligning your brand message with your marketing. Start reading the series from the beginning, or let us know how you’ve been able to implement the tools we’ve discussed.