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Generate Design is a Raleigh website design & development and graphic design firm that brings clarity out of a world of chaos. Design makes things look, feel and function better.

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8311 Six Forks Rd.
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GENERATE DESIGN • Brand Messaging Raleigh, Brand Messaging RTP, Brand Messaging Durham, Brand Messaging Greensboro, Brand Messaging Cary.

What are you saying about your company—to your internal team and to the marketplace? Is it clear, accurate, and consistent? Does everyone who represents your company talk about it in the same way?

GENERATE DESIGN can help you establish messaging (the right words and the right tone) that helps distinctly identify your company, services, and products. Whether you need to create consistency within existing marketing assets or establish a messaging guide for internal and/or external audiences, a strong voice elevates your brand above the cacophony.

Brand messaging is the way your brand communicates its unique value proposition and personality through its verbal and nonverbal messaging. Your messaging can inspire and motivate them, making them want to buy your product.

It’s how your consumers can have a relationship with your brand. Ultimately, it’s the culmination of language, design, events, and philanthropic efforts that tell the story of who your brand is.

So, how do you get started crafting brand messaging that your target audience will love?

You need to know two things like the back of your hand: your target audience and unique value proposition.

Then, you can begin to write out a brand identity that’ll help your company make all its marketing decisions. Would a brand that cares about “X” do this? Would a brand that’s motivated by “Y” sell this?

Your brand identity will inform your company’s behavior because it’ll tell you why your brand matters, what it stands for, and why it’s different from other brands.

A brand identity that your audience relates to and has a personality — or talks to your audience like a friend — is how you’ll continue to remain relevant to your consumers and create loyal customers.

Brand Message Framework

With a full understanding of brand messaging and creating a brand identity, you might be wondering, “Now what? How do I get started?”

And it’s a fair question. That’s why we’ve created a brand message framework that you can use to begin crafting a brand message or identity. At GENERATE DESIGN • Brand Messaging Raleigh, Brand Messaging RTP, Brand Messaging Durham, Brand Messaging Greensboro, Brand Messaging Cary, we use this Brand Message Framework.

1. Figure out who you are.

To get started, your brand message needs to answer these questions:

  • How do you differentiate from your competitors?
  • What is your unique value proposition?
  • What kind of messaging will resonate with your target audience?
  • Who is your target audience? What do they care about?
  • Does your brand message tell a story?
  • What are your company’s goals? (No one is perfect and your target audience can’t relate to a seemingly perfect brand).
  • What are your company’s values?

While you’re answering these questions and beginning to map out who your brand identity is and what your brand messaging will look like, remember that your brand message answers the question, why? Why does your audience care?

2. Know your audience.

Now that you have a better idea of what you offer and who you are, you need to understand who your audience is. If you haven’t already, create buyer personas that represent who your customers are and their goals. This will help you find alignment between your brand and your consumers.

3. Start a document that explains your brand message.

After you’ve answered the questions above and written out your personas, begin compiling this information in a document that explains what your brand message is, your unique value proposition, and key themes that are core to your brand identity.

Then, start to figure out how your brand identity relates to your buyer persona. What are the patterns and what do they have in common? This is how you’ll make decisions on brand messaging. You’ll see what your audience cares about that align with your values and can derive messaging opportunities.

4. Brainstorm messaging opportunities.

With a clear document that represents who you are and who your audience is, you can then begin to look for messaging opportunities. How can you relate your current campaigns to your brand message? How can you use content to convey your values?

Once you have an idea, you can create a tagline that communicates who you are and your unique value proposition.

At this point, you should have created a brand message and identity that’ll inform your messaging. Now, we wanted to review a few tips for creating messaging that stays true to your brand:

  1. Stay focused on the brand positioning: With all the content you write, ask yourself, “Is this true to our values?”
  2. Relate to your audience: When you create content, use your buyer personas and brand messaging document to ensure that you’re talking about something that’s relevant to your audience.
  3. Don’t be perfect: Similarly to the point above, people aren’t perfect and brands shouldn’t be either. Don’t over-promise and communicate that you’re perfect because you aren’t and it’ll come off disingenuous.
  4. Communicate your message everywhere: In everything you write and all your marketing decisions, think about your brand message. Whether you’re writing copy for your website, creating slogans for packaging, or marketing an event, your copy needs to communicate your brand message.
  5. Be simple: Keep it simple. If your brand’s personality or overall values are confusing or hard to discern, people won’t relate to you. The last thing you want to do is create a brand message that your audience is confused by. © GENERATE DESIGN • Brand Messaging Raleigh, Brand Messaging RTP, Brand Messaging Durham, Brand Messaging Greensboro, Brand Messaging Cary.