Tips to better communicate your brand story
As marketer’s we all know the importance of telling your brand’s story effectively through powerful words and images that capture your brand message and engage your customers.
But when you consider the top consumer brands – Apple, McDonalds, Progressive – they consistently connect with customers and engage them to take action. So, how can you communicate your brand story more effectively like these big brands? Here are a few ways from PRNews to get you started…
1. Understand what makes messages effective.
Focus on keeping your message easy to read, memorable and persuasive. If you use this strategy and focus on one key benefit, your message will resonate with customers.
2. Understand what makes messengers effective.
The purpose of a messenger is to communicate key organizational messages in such a way that listeners will hear them, understand them and repeat them. To be effective, focus on messages that drive action.
3. Practice and repeat.
Keeping your messages fresh and top of mind is important to ensuring that those messages become used organization-wide and not just by key spokespersons.
4. Focus on your benefits, not your feature.
Lead with benefits rather than with the feature… customers what to know WHY your product/service matters to them. Getting to the true benefits of your organization can be challenging. To find your benefit, ask: What critical service/need do I fulfill? Why do you do what you do? But why? But why? etc… each time you answer you move closer to the heart of your brand message.
5. Stick to the foundation you built.
Once you establish the vital aspects of why you do what you do – and you’ve found a way to deliver them effectively and with resonance – then stick to it.
6. Nail the takeoff and the landing.
Engaging your audience early on is critical… that’s the takeoff. The landing is about re-engaging them. Be able to recognize when it’s time to wrap things up. Close with remarks that are tightly worded and memorable.
7. Being on message doesn’t mean being robotic.
While its important to communicate your key brand messages, this doesn’t mean you can’t be creative. Use staff meetings, public appearances, interviews and presentations as opportunities to share your message consistently, knowing the more you repeat your key messages, the more your audience will remember them.
About promotionalguruA marketing communications professional helping other marketing professionals, business leaders and marketing students gain a better understanding of trends in advertising and public relations as well as tips for being a successful marketer.
- January 2015
- October 2014
- September 2014
- July 2014
- June 2014
- May 2014
- April 2014
- March 2014
- February 2014
- January 2014
- December 2013
- November 2013
- October 2013
- September 2013
- August 2013
- July 2013
- June 2013
- May 2013
- April 2013
- March 2013
- February 2013
- January 2013
- December 2012
- November 2012
- October 2012
- September 2012
- August 2012
- July 2012
- June 2012
- May 2012
- April 2012
- March 2012
- February 2012
- January 2012
- November 2011
- October 2011
- September 2011
- August 2011
- July 2011
- June 2011
- May 2011
- Painesville to host 2018 Ohio Junior Little League Baseball Tournament
- Painesville officials discuss latest downtown plans, review past initiatives
- Garfield National Historic Site announces more upcoming outdoor concerts
- Lake County Fair to continue traditions, introduce a few new attractions
- Drugs, guns seized in Faiport Harbor bust