Do you ever scroll through social media and feel like every post sounds the same? Or have you watched a commercial on TV and immediately forgot what it was promoting because it blended in with all the other commercials?
Capturing the attention of your potential customers isn’t easy, especially when the average consumer is bombarded by marketing from all directions. That’s where branding comes in: by developing a memorable visual identity for your brand and pairing that with a clear brand message, you can create a first impression that piques the interest of your customers, keeps them engaged, and inspires them to buy from you.
Here are four tips to help your business create a powerful brand message that gets your target market to pay attention:
Create your brand for one person
The single most important thing your business can do to grow your brand is to identify your target audience and understand them inside and out. There is no shortcut around this step, and if you’re not sure whether you have fully identified your target yet, you can find my detailed summary of how to find your target in this article.
Once you have identified your target, you can create a single ideal client persona that describes one person who is most likely to buy your products. All of your colors, fonts, imagery, and content, as well as your brand voice and tone, can then be tailored to what that one person would want to see.
I know it seems like if you focus on one person, you will miss out on all the other millions of people who might buy your product and make less money. I used to have this exact same fear. But really it’s the opposite: when you focus all of your branding and marketing towards what that one hypothetical person wants, your marketing will actually attract more people – people who share similar traits to your ideal client persona.
Your content writing will also become significantly easier when you focus on one person. For example, you can probably think of more blog post ideas that appeal to Megan: a 23-year-old college graduate who lives with her parents and loves Star Wars than if you try to appeal to women (which is way too broad).
You can read the surprising story of what happened when I narrowed the focus of my branding agency from “businesses” to “health and wellness product businesses” here.
Focus and simplify
Overloading potential customers with too much information is a common branding mistake. When you genuinely believe in your company’s products and want to share them with your target audience, it’s easy to fall into the trap of saying things like “My product does this, and this, and it’s made with these ingredients, and we donate money to charity, and here’s where we source each ingredient…”
All of those statements may be true, and those are great pieces of information to share on your company’s website and sprinkle throughout your marketing. But when it comes to making a first impression, it’s important to focus your messaging and make it as simple as possible.
Your main brand message should be so straightforward that someone could see your branding, immediately understand the basics of your product, and then tell their friends what your product does – even if they hadn’t personally used it yet. If your messaging feels confusing or like there is too much to remember, your customers won’t be able to refer their friends as easily and it will take a longer period of time to scale.
Think about big brands like Nike. Nike doesn’t mention all of its product options and benefits in its commercials; instead, the company focuses solely on its tagline and on evoking emotions in its customers. From there, customers can learn more about the products on their own and make a purchase if they choose, but they don’t feel confused on the basics of what Nike offers.
Lead with emotions, not product features
Let’s say your business sells treadmills that people can use in their homes, and your target customers say they want to lose weight.
But there are thousands of tools, programs, and accessories that claim to help people lose weight, plus dozens of home exercise equipment companies for you to compete with. You can make your brand message stand out from the rest by remembering that people make buying decisions based on emotions, not on features.
Think about why your customers have the desire that they do. In the treadmill example, maybe your target persona says she wants to lose weight, but what she really wants is to feel confident on her wedding day. She wants to relax and enjoy such a happy day in her life without feeling self-conscious or even thinking about how she looks, and your product can help her achieve that confidence and peace of mind she is craving.
Do you see how that story feels much more relatable and would resonate more strongly than just saying “This treadmill helps you lose weight”? Lead with storytelling and emotion, fill in the details later, and you will notice more people will be attracted to your brand’s content.
Tailor your brand message to the platform
To get your brand message in front of the people who need to see it, first take some time to think about where your target market hangs out.
If your ideal customers fall into Generation Z, a demographic that has never been very active on Facebook, why would you spend the majority of your time and marketing budget on Facebook campaigns? It just wouldn’t make strategic sense. Instead, you would be better off focusing most of your efforts on platforms like Instagram, Snapchat, and TikTok where you know you can reach your target.
Once you know our target, you understand their true desires, and you have created messaging that will attract them — you’re almost there! The last step is to create platform-appropriate content.
Medium is great for longform written essays, while YouTube is perfect for tutorials. Live videos on Facebook or Instagram are a great way to add spontaneity to your brand, and some businesses like DiGiorno Pizza and Charmin have grown their brands on Twitter by establishing memorable brand voices and using memes and pop culture references in their content.
There is no one-size-fits all answer to where your company should be posting content, but what works for an Instagram post may not work on other platforms like LinkedIn. Getting to know each platform and tailoring your content accordingly, rather than plastering the same message across the board, will indicate to customers that you have done your research and speak their language.
Aventive Studio can help your business craft a powerful brand message and stand out from the crowd. Our branding agency provides brand strategy consulting, visual design, and full-service branding packages to help health and wellness product companies attract their target customers and grow their businesses. Contact us to discuss your project and learn how we can help you scale your brand.