How to capture hearts + minds: brand messaging 101
Every wonder why some brands stick with us while others fade away?
From Lululemon to Starbucks, Apple to Air BnB... how do these top brands create deep, lasting loyalty and connection—and how can yours do the same? The answer lies in the art and science of compelling brand messaging.
What is brand messaging?
In its simplest form, brand messaging is a narrative crafted to distill the values, beliefs and identity of your biz into a clear, cohesive story.
But just why is it so powerful?
It creates connection — The best brands don’t sell products—they sell experiences, aspirations and identity. Your brand messaging is the foundation of that narrative.
It helps you to stand out — In a world overflowing with endless options and sameness, brand messaging distinguishes you from your competitors so you can shine.
It guides perceptions — Brand messaging is an expression guided by your values and reason for being. This is the truest reflection of how you want to show up in the world.
“People don’t buy what you do. They buy why you do it.”
— Simon Sinek
What components make up brand messaging?
The core components of your brand messaging should include:
1) Brand Positioning
This defines how your brand sits in the marketplace relative to competitors. It provides a clear picture of your unique selling proposition (USP) and describes how you want consumers to perceive your brand.
2) Brand Promise
This is the commitment you make to your audience. It communicates the main benefit or value that customers can expect to receive when they interact with your brand.
3) Brand Tone
Every brand has a distinct tone of voice. Whether you’re professional, casual, playful, serious, etc.—your tone of voice determines the consistent style or personality you express across all communications.
4) Mission Statement
This defines your company’s reason for existing. It tells the public what you do, who you do it for, and how and why you do it.
5) Vision Statement
This portrays your future aspirations for the brand. It provides a clear picture of what you are aiming to achieve in the long run.
6) Value Proposition
This is a clear statement that explains how your product solves customers' problems or improves their situation, delivers specific benefits, and tells the ideal customer why they should buy from you and not from the competition.
7) Tagline
A short, memorable phrase that encapsulate the essence or spirit of your brand. For example, Nike's "Just Do It" or McDonald's "I'm Lovin' It." Your tagline is not to be confused with a slogan, which is a more campaign-based, catchy message (short term). Taglines stick for the long haul.
8) Key Messages
These are the main points or themes that you consistently communicate across all channels. They should reinforce the brand positioning, promise, and benefits.
9) Brand Story
This is a narrative that connects the past, present, and future of your business. It brings out the brand’s track record, purpose, and values in a compelling way. The goal here is to move the reader.
10) Elevator Pitch
A short, 20-30 second pitch that succinctly communicates your brand’s unique value. Should someone ever ask “tell me about your business”—this is the answer that won’t leave you fumbling.
11) Target Audience Personas
Detailed descriptions of your ideal customers, including their demographics, behaviors, interests, and pain points. Understanding your target personas helps tailor your messaging to resonate with them.
“Products are made in the factory, but brands are created in the mind”
— Walter Landor
How to use brand messaging
When crafted effectively, brand messaging informs all of your marketing materials, content creation, and communications—ensuring a cohesive and consistent brand experience for your audience across all touchpoints.
I like to refer to it as your “Brand Bible.” It’s the one resource that your entire team can get behind—whether it’s used for onboarding new employees, as a resource for your marketing team, or as a guidepost for executive decision making. And while it will evolve over time, your brand messaging is your single source of truth.
Tell your story
The allure and adoration of your favourite brands don’t rest solely on their products and services, but in the powerful narratives they weave. By harnessing the power of story, you too can create a brand that sticks in people’s hearts and minds for the long haul.
Craving some clarity of your own? Let’s booogie —