Whether it’s your homepage copy, your latest e-book, or a simple CTA on social, anytime you communicate with people, you have an opportunity to make an impact through your brand messaging. The stronger, more consistent your messaging, the more people are compelled to learn more, click around, sign up, download, etc.
Unfortunately, many brands either miss the mark or don’t make the impact they should. Whether their brand messaging is too inconsistent or too generic, it’s a lost opportunity. We hate to see bad messaging happen to good brands, so today we’re sharing our best tips to craft brand messaging that really converts.
How to Write Better Brand Messaging
Strong brand messaging is about communicating who you are and what you offer in a way that resonates with the people you’re trying to reach. Here’s how to make your messaging stick—no matter your industry.
1) Know Who You’re Talking To
To communicate effectively, you need to understand who you’re talking to and what they care about. What are their needs? Wants? Fears? How does your brand solve their problems or enhance their lives?
Brand personas give you this insight. They’re basically a demographic and psychographic profile of the different types of people you’re trying to reach. When you have a deep understanding of these marketing personas, you can better tailor your messaging and speak directly to those pain points.
Tip: Follow our guide to create your marketing personas (if you haven’t already). To get the information you need to create them, call, email, survey, and chat with your customers. Ask them about their pain points, challenges, goals, frustrations, aspirations, etc. As you dive into those customer responses, you will see common themes and even phrases that can be useful in crafting your brand messaging. Remember: You want to speak to them in their own language.
Example: Slack does a fantastic job of tailoring brand messaging to different personas.
2) Follow Your Brand Messaging Framework
Consistency is everything. Every brand should have an articulated brand messaging framework, which includes their value prop, tagline, and brand messaging pillars.
This framework ensures that all messaging is consistent. Your brand messaging pillars are especially handy when creating content and copy, as they are basically talking points that reinforce your value proposition. For example, a cookie company might use “healthy ingredients,” “unique recipes,” and “distinct flavors” as their three main brand messaging pillars.
Crafting copy around these selling points ensures you aren’t pitching a vague idea or generic solution. The more specific you are, the more impact your copy will have.
Tip: Follow our guide to craft your brand messaging to ensure you deliver a cohesive, consistent brand story.
Example: For Thinx, makers of period panties, their social CTA is much more than a “follow us!” It’s a call to action to help them combat the stigma around menstruation, one of their main brand stories.
3) Speak to People
This is a simple one, but it’s probably one of the most common mistakes we see in brand messaging. You always want to talk to people, not at or about them. Basically, you should always write in second person. (If it’s been a while since you’ve been in English class, that means using “you.”)
Tip: Always to talk to humans like they’re human.This is where your brand voice plays a big role. If you don’t know what yours is, here are 5 ways to find it.
4) Be Simple and Direct
You’re already fighting for attention, so don’t bury your message in flowery language or waste time with long, meandering paragraphs. Short, snappy, and simple copy grabs attention and nudges people along the buyer’s journey.
Tip: Aways take a second pass at your brand messaging. Is it clear and concise? Can you say something in a simpler way, or use a more powerful word? If you need a little help or inspiration, check out our roundup of 100+ tools and resources to write better copy.
Example: Hims‘ messaging is short, concise, and impactful—extra points for the brilliant use of emojis.
5) Use Emotion
Emotion is everything. When you can tap into that with vibrant language that entices people to interact with you, your copy is much more likely to convert. Again, you want to speak directly to people’s needs, hopes, fears, and desires.
Tip: Lead with benefits over features. Ultimately, no one cares if your brand’s jackets are made with a triple-reinforced, high-tech fabric; what they really want is to stay warm while camping with their family.
Example: Comforter maker Buffy has great brand messaging that draws site visitors into their story in an emotionally enticing way. Save the world and get a comfy comforter? Let’s do this.
If you’re struggling to come up with something good, try these copywriting exercises to get unstuck.
How to Fine Tune Your Brand Messaging
When you put work into your brand messaging, you want to know that it’s working for you. That’s why A/B testing is your friend. With hard data, there’s no more relying on hunch, intuition, or personal preference when it comes to your copy.
We prefer testing methods that are simple yet insightful. In our experience, one of the best tools for A/B testing is Facebook ads. They’re especially great because they’re easy to implement, far less costly, and tailored to the people you’re actually trying to reach. No matter what type of messaging you’re testing, whether it’s a new tagline, value prop, or CTA, Facebook ads can help you easily see what’s working and what’s not.
If you’re experimenting with various brand messaging, try this simple test:
- Build separate landing pages to test different copy for each. Use identical design, changing only the copy.
- Run a targeted FB ad to your customers for a week. Note: Remember that a highly targeted ad usually means less traffic. Keep in mind that you want to narrow your criteria, yet still generate enough numbers to get statistical significance on test results.
- See which copy got more conversions.
Yep, it’s that easy. Of course, you can run more in-depth A/B tests, depending on your needs. There are plenty of useful tools and resources to do so. Some of our favorites:
- Validate your sample size with Optimizely’s calculator.
- Try Neil Patel’s A/B testing calculator to help you calculate conversions.
- Learn everything you need to know about A/B testing with Optimizely’s optimization glossary.
- Check out The Beginner’s Guide to Conversion Rate Optimization by CXL.
Based on your A/B tests, you should have better insight into what resonates and what needs to be tweaked.
Remember research and revision are a huge part of finding the right messaging, so don’t consider it a one and done. There are always opportunities to improve. If your budget permits, we recommend testing your copy every six months (or anytime you change your marketing direction or brand strategy).
Look For More Ways to Tell Your Brand Story
If your brand creates a lot of content and/or has a lot of content creators, maintaining consistency is crucial. Ensure everyone on your team is familiar with your brand messaging framework (and knows where to find it). You can also check out a few more of our resources to tell your brand story effectively:
- Get inspired by how these brands turn their brand story into unique content.
- Learn how to put your brand’s values front and center in messaging.
- Try these tips to tell your brand story at every touchpoint.
Of course, if you’re struggling with crafting your brand messaging—or any part of your brand identity—hit us up. We’d love to help bring your story to life.