Did you know that consistent brand messaging can help increase revenue by 33%? That’s right. If you didn’t think having a strong marketing message was important then think again.
If you're a business owner, you may have heard the terms “brand messaging” and "message campaign" before. But what do they mean, exactly? And more importantly, why should you be using message campaigns to increase your reach and help you grow?
In this article, we'll break down everything you need to know about message campaigns, including what they are, how they can help your business, and how to define your brand’s core message.
What is a Marketing Message?
A marketing message is the core statement that you want to communicate to your target audience. It should be clear, concise, and compelling, and it should reflect the unique value proposition of your brand.
Your marketing message should be carefully crafted to appeal to the needs, wants, and desires of your target market. It should be relevant to their lives and speak to them on an emotional level.
Ultimately, your marketing message should persuade your target customers to take action, whether that means buying your product or using your service. If you can craft a marketing message that resonates with your target audience, you’ll be well on your way to success.
Core Brand Message Examples
Every brand has a unique story to tell, and that story should be at the heart of all marketing communications. A brand's core message is the embodiment of that story, distilling the essence of what the brand stands for into a few simple words or phrases.
When done well, a core brand message will serve as a guiding light for all future communications, ensuring that every touchpoint is aligned with the brand's overarching narrative.
This is especially relevant if you’re expanding your business.
There are many different ways to craft a brand message, but it's important to keep in mind that brevity is key. The goal is to capture the heart of what your brand is all about in as few words as possible.
With that in mind, here are a few examples of brand messages that hit the mark:
- "Making the world a more beautiful place, one product at a time." (Urban Decay)
- "Insurance for people, not cars." (Geico)
- "You're never fully dressed without a smile." (The Gap)
- "We exist to inspire the world to live adventurously." (REI)
- "To bring inspiration and innovation to every athlete* in the world." (*if you have a body, you're an athlete.)
Do you see how these not only evoke emotion but beautifully and succinctly capture the essence of each brand? That is the goal with core brand messaging!
What is a Message Campaign?
Now that you understand the basics of marketing messaging and core brand message examples, how do you implement that in a high-converting marketing campaign?
A “message campaign” is a type of marketing campaign that is designed to promote a specific message or idea. The message is typically about a product, service, or cause, and it is delivered through various channels such as advertising, public relations, and social media.
Overall, when used correctly, a message campaign can be a powerful way to reach a large audience with a consistent message, and it can be customized to target specific demographics.
As might be obvious, you have to understand what your core message is before you infuse that into your marketing materials and advertising campaigns. However, we can help you with that!
How to Infuse Your Brand Message Into Your Business
When it comes to running a successful business, one of the most important things you can do is infuse your brand message into every aspect of your operations.
Your brand message should be more than just a tagline or a slogan; it should be a reflection of your company's values and mission.
By ensuring that your brand message is evident in everything from your customer service to your marketing materials, you'll create a strong, cohesive brand that customers will remember and appreciate.
Here are a few tips for infusing your brand message into your business.
Make Your Brand Message Front & Center
Make sure your brand message is front and center on your website. Include it in your tagline, website copy, and any other marketing materials you produce.
Train Your Employees Correctly
This is especially important if you own a brick-and-mortar business where customers visit you in person.
If that’s the case then you’ll want to ensure that you train your employees to deliver excellent customer service that reflects your brand message.
If you take REI’s brand message for example ("We exist to inspire the world to live adventurously.”), then you’d want to train your employees to encourage customers to live adventurously.
That would include dressing adventurously and speaking about the in-store products in a way that is exciting and evokes a sense of, well, adventure.
Set the Right Mood
To further drive this point home if you have a brick-and-mortar business, we also suggest ensuring that your store (similar to your website), is designed in a way that represents your core brand message.
This could mean featuring design layouts, colors, and lighting that evokes the emotions your brand message also evokes.
It can also mean setting the mood with the right music. After all, an adventurous brand message wouldn’t feel right if customers are walking into a store that has sleepy jazz or lo-fi music playing in the background.
To control your business’s audio vibes, sign up for SiriusXM music for business. With this music subscription service, you can get access to commercial-free music to match your restaurant, office, coffee shop, or more.
Use Social Media to Spread the Word
If you remember from the beginning of this article, we mentioned that a message campaign is any type of marketing campaign that works to spread your brand’s core message. How do you do this?
Social media is one great way to spread your message! Use social media to spread the word about your brand and what it stands for. Share engaging content that highlights your company's values.
By following these tips, you can infuse your brand message into every facet of your business and create a strong, memorable brand identity.
Learn How to Grow Your Business
Understanding the key message of a campaign and running a message campaign is only part of growing a great business. As a frugal entrepreneur, you'll need to learn how to rely on other marketing tactics to help propel you to success.
Whether you're just getting started or are in need of some special suggestions for software and other platforms, we've got you covered. Check out our full list of marketing articles. We've written them especially for you.