How to Create Consistent Brand Messaging

Someone once said that a good first impression means everything, and that still rings true to this day. Modern day customers encounter your branding across a multitude of platforms in today's hyper-connected world. As such, you must work diligently to ensure that you offer consistent brand messaging across every platform that your customers might explore. 

Start With a Clear Brand Foundation

The mission of delivering consistent brand messaging starts with the development of what your brand and purpose will be. There are certain aspects of your brand identity which must be established in the minds of consumers, including tone, messaging, and visual cues.

These are the types of things that you need to have a clear-cut answer to if you ever hope to create a consistent message throughout every platform.

Create a Unified Brand Voice and Tone

The style and tone of voice that you use throughout your branding efforts is important as well. Before you create your next campaign, you should ask yourself some basic questions about what the voice of that campaign sounds like and how you can make it authentically your own. You can formulate these ideas more completely when you ask yourself a few questions about the voice that you want to have:

• How urgent do you want the voice of your marketing to come across?

• Can you use a playful or casual tone?

• How will the voice that you use in your advertising directly impact the way that your customers see your brand?
  

These are all questions that you need to buckle down and ask yourself. Otherwise, you run the risk of having a sloppy and haphazard marketing campaign that gets you nowhere.

Align Messaging with Your Audience

The next thing to ponder is how to align your messaging with the audience that you seek to reach. This is a vital part of the mission because you need to be certain that your campaigns are not missing your target audience.

To reach your target audience with the types of messages that make the most sense for them, consider the platforms where you are releasing those messages. For example, do you have a significant audience on Instagram that is just waiting to be tapped into? What about Facebook? How can your messaging differ on the various platforms that you may choose to use?

Standardize Your Messaging Across Teams

It is necessary to standardize your message across all your various teams if you really want to create something innovative. This means including the efforts of:

• Support Team

• Leadership Team

• IT Team

• and more

If you have a unified message across all these teams, then there will never be any question about what your brand messaging should be.

Use the Same Visual Identity Everywhere

As human beings, we are visual creatures, and that certainly applies to the brand messaging that we like to see. We associate certain visuals with our favorite brands, and that is because those companies have gone to great lengths to ensure we have those images engrained in our minds. This can include everything from:

• Logos - A primary way that customers can identify your brand virtually anywhere

• Signage - The size, colors, and messages on signs that bare your company's logo is another way that you can create a visual imprint in the minds of customers

• Packaging - Even the types and styles of packaging are parts of your brand and create a visual identity that customers can relate to
  

This is just the beginning when it comes to creating a visual identity, but it is a hugely important part of building out your brand messaging.

Audit Your Channels Regularly

PR Daily reminds us that the best solution to keeping your brand messaging up to par is to conduct regular audits:

A strategic, proactive approach: auditing. And no, this isn't like your taxes, where an audit only happens annually. By regularly assessing communication efforts, brands can identify vulnerabilities, refine messaging, and stay focused on reaching the right people in the right ways, building communication strategies that can withstand industry disruptions.

Without such an approach, it is hard to know where things stand and if you are even aiming at the right targets to begin with. Keep that in mind as you explore which approaches are best suited for your goals.

Milestone Marketing Solutions is here to assist you with your marketing needs. We would love to speak with you to learn more about how we may be able to assist in your next campaign and keep your brand intact. Contact us and we will respond as soon as possible.