The 9 Essential Components of Brand Messaging Part One
Brand messaging is the art of using the right words to communicate the essence of your brand to potential customers.
In a perfect world, you could sit with all potential customers over coffee and explain why they should do business with you.
But in reality your customers only have a split-second with your ad or website to make a gut decision about whether you’re worth their money.
Your products and services might speak for themselves, but clear, strong messaging is a surefire way to get them into the hands (and minds) of your customers.
Your brand strategy will determine exactly what you want to communicate, whether it’s your low prices or your fashionable brand identity but here are two essential places to start.
The 9 Components of Brand Messaging
1. Brand Mission
Your mission statement is a short sentence or two that answers the “why” of your business. In other words, why do you do what you do?
Your mission statement is often both internal and external. You’ll use it to “rally the troops” of your company, but also to let the world know why you’re here.
Keep that in mind and use clear, simple words when you start crafting your statement.
2. Vision Statement
Your vision statement is a forward-looking, imaginative statement that sets a future goal of what you want to see happen in the world because of the work your company does. In other words, where is your company going?
Having a clear vision will serve as the roadmap for where your brand is heading.
There is no template to writing a vision statement, however a common structure for successful ones needs to include these traits:
- Be Concise.
- Have a Time Horizon.
- Make it Future-Oriented.
- It needs to be challenging
- It needs to be Inspiring.
Let's take a look at Nike's Vision statement to have an idea of what a vision statement would look like:
Nike: “Our Vision is to Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete".
Having a clear logo design also reflects on your vision statement.