Brand Strategy

Create Brand Messages That Win New Customers Lisandra de la Paz February 3, 2025 B2B marketing, Brand Strategy, Startup Marketing Valentine’s Day is approaching, and love is in the air—not just for people but for brands, too. Imagine your business crafting a message so compelling that your audience falls head over heels for it. Strong, resonant brand messaging from a business (or a company) doesn’t just sell—it connects, inspires, and leaves a lasting impression. What is Brand Messaging, and Why Does It Matter? Think of business messages from brands as the love language of successful companies. These messages define how your brand communicates with its audience—through tone, voice, and consistent storytelling. Just like relationships thrive on meaningful conversations, your brand’s connection with customers hinges on clear and authentic messaging. Brand messaging isn’t just a slogan or tagline. It’s the personality of your business, the promise you make to your audience, and the way you make them feel. When your message resonates, it transforms casual visitors into loyal advocates. Why Do Business Messages from Brands Work? In today’s crowded marketplace, customers are bombarded with messages daily. A strong brand message sets you apart by: Being Memorable: It sticks with your audience long after they’ve encountered it. Building Trust: Consistency in messaging fosters reliability and credibility. Creating Emotional Connections: People don’t just buy products; they buy stories and experiences. To Be Successful, Brand Messaging Should: Identify Your Audience Understanding your audience is the cornerstone of effective brand messaging. Ask yourself: Who are your ideal customers? What are their biggest challenges, goals, and values? Go beyond demographics and dive into psychographics—what motivates them, what keeps them up at night, and what solutions they’re seeking. When you know your audience, you can craft messages that speak directly to their needs and position your brand as the solution they’ve been looking for. Define Your Value Proposition Your value proposition is the reason customers choose you over competitors. Clearly articulate what makes your product or service unique and the specific problem it solves. Avoid generic statements and focus on tangible benefits that resonate with your audience. For example, Instead of “We offer great customer support,” try “We respond to all support inquiries within 2 hours to keep your business running smoothly.” A strong value proposition highlights your competitive edge and sets expectations for your audience. Establish Your Tone of Voice Your tone of voice reflects your brand’s personality. Are you friendly and approachable, bold and daring, or professional and authoritative? Whatever tone you choose, it must align with your brand’s identity and be consistent across all touchpoints. A consistent tone builds trust and helps your audience recognize your brand instantly. Tip: Create a tone of voice guide that includes examples of how your brand speaks in different scenarios (e.g., social media, email, ads). Articulate Key Messages Key messages are the core statements that communicate your brand’s mission, vision, and value to your audience. They should be clear, concise, and tailored to different stages of the customer journey. Example of key messages: • For awareness: “We help startups scale faster with data-driven solutions.” • For consideration: “Our tools reduce project timelines by 30%, saving you time and money.” • For decision-making: “Join 500+ businesses that trust us to deliver results.” Key messages ensure that your communication is targeted and effective, no matter where your audience is in their journey. Develop Brand Messaging Pillars Brand messaging pillars are the foundational themes that support all your communication efforts. These could include innovation, trust, community, or sustainability—whichever themes best align with your brand’s identity and audience values. Example of Pillars for a Tech Startup: • Innovation: “Pioneering solutions for modern challenges.” • Trust: “Your reliable partner in every project.” • Community: “Empowering businesses to grow together.” Messaging pillars provide a consistent framework that keeps your brand’s voice cohesive across all platforms. Write a Behavioral Guide A behavioral guide outlines how your brand communicates and interacts in various contexts. It includes do’s and don’ts for maintaining authenticity, especially when engaging with trends or responding to cultural moments. Example: • Do: Participate in conversations that align with your brand’s values. • Don’t: Jump on every trend for the sake of visibility—it can dilute your brand identity. A brand messaging guide ensures that your brand remains authentic and consistent, even when adapting to new contexts or conversations. Businesses with Strong Brand Messaging Nike’s Brand Message: Just Do It Nike’s message isn’t just a tagline; it’s a call to action that embodies the aspirations of its audience. It’s simple, motivational, and taps into the core of their identity—encouraging them to push boundaries and achieve greatness. Why it works: It’s simple, motivational, and speaks to the core of their audience’s identity. Slack’s Brand Message: A Better Way to Work Slack’s message is clear and focused. It defines their value proposition while directly addressing their audience’s needs: being productive at work. Why it works: It clearly defines its value proposition and addresses the audience’s pain points. Start Connecting with Your Audience 24/7 Defining your business messages from brands isn’t just about standing out—it’s about building lasting connections. Strong messaging supports every stage of your sales funnel, ensuring that whether your audience interacts online or offline, your brand feels consistent and trustworthy. But remember, messaging evolves. As trends and customer expectations shift, your brand should adapt to stay relevant. At Fluentica, we specialize in crafting brand messages that win hearts—and business. Whether you’re building your messaging from scratch or refining it for a new direction, we’re here to help. Let’s create a message that makes your audience fall in love with your brand this Valentine’s Day and beyond. Because love languages aren’t just for people—they’re for brands, too. Keeping it Fluent with this Quick Q&A What is brand messaging? Brand messaging is how your business talks to your customers. It’s the tone, words, and ideas you use to show who you are, what you stand for, and why your audience should care. Why is brand messaging