Brand Message Strategy for C-Suite Marketers

It takes more than a good unique selling proposition or mission statement to stand out in your market.

An effective messaging strategy is a key component of brand positioning.

This strategy conveys what makes a brand unique.

But many businesses struggle to create strong brand messages, so their efforts to reach target customers get ignored in a crowded marketplace.

If this sounds familiar, it is time for a fresh approach.

In this post, we will break down the components of a brand message strategy and how to tell if it’s working. You will also learn how to align your brand’s personality with target customers’ unique needs and wants.

What are the key messages of a brand?

Key brand messages communicate a company’s unique value proposition and brand promise. Messages should speak to the target audience’s pain points and differentiate the company. Effective brand messages can help companies can attract the most profitable customer base.

Brand messaging vs. marketing messages

Brand messages are not the same as marketing messages.

Brand messages focus on communicating the company’s core values and purpose.

Marketing messages aim to promote products or service offerings. They often include details like features, prices, or limited-time offers.

Brand messages build long-term relationships with customers, while marketing messages typically push for immediate sales.

What is the brand positioning statement?

A brand positioning statement is a concise description of how a company wants its brand to be perceived in the market.

It typically outlines:

The positioning statement guides the brand message strategy. It provides a consistent framework that keeps the focus on the business’s core attributes and benefits. Companies can then ensure their marketing strategies align with the desired identity.

The positioning statement also informs important decisions regarding tone, language, and content.

This alignment results in a more cohesive brand identity.

Developing an effective brand messaging framework

A strong brand messaging framework helps a company maintain consistent communication.

A strategy ensures everyone in the organization can articulate the brand’s message in a unified way.

Here are the key elements of a typical messaging framework:

• Brand essence

• Key messages

• Audience segments

• Brand voice

• Message hierarchy

• Proof points

• Tagline or slogan

• Elevator pitch

• Usage guidelines

We will explore these in the sections that follow.

Creating a brand message: Clarify your brand essence

As a brand auditor, I help businesses explain what they do in plain language and for whom. The brand’s purpose is at the heart of this process.

However, putting the brand’s purpose into words can be difficult.

Those closest to the organization often wrestle to express the brand’s purpose in terms that will attract customers.

Psychologists refer to this phenomenon as the “curse of knowledge” or “insider syndrome.”

To overcome the curse of knowledge, you must uncover the fundamental reason for your brand’s existence. What void does it fill in the market? How does your organization transform the lives of its customers?

Consider the titans of messaging: Patagonia and Tesla.

Their market dominance doesn’t come from a superior product or clever marketing. It is their commitment to a purpose that transcends profit.

Patagonia has an unwavering dedication to environmental stewardship.

Tesla’s audacious mission is to revolutionize global energy consumption.

These companies have created cult-like followings by becoming champions of a cause. They sell a vision of a better world. And their customers are eager to buy in.

But beware the pitfall of inauthentic posturing.

Customers can sniff out manipulated value statements designed to generate sales.

Your brand’s higher purpose must be more than a thin veneer of corporate social responsibility. It must permeate every level of your organization from the top down. Employees are more motivated by a strong purpose, and leadership can use it as a guide for decision-making.

Craft key brand messages: The power of value themes

Many companies use the brand message to advertise what they sell.

However, the message should really create differentiation.

When creating a brand message strategy, we recommend focusing on three or four value themes. Value themes are the core benefits or qualities that set you apart from competitors. Think of them as the pillars that support your brand’s identity.

For example, a tech company’s value themes might be “innovation,” and “simplicity.”

To develop your value themes, assess what you do best. Condense themes into their simplest form. Avoid jargon and vague statements. Use clear language that speaks directly to what your customers want and need.

Once you have three or four value themes, craft specific messages around them. If one of your themes is “innovation,” your message might be, “We bring tomorrow’s solutions to today’s challenges.”

This tells customers your company is forward-thinking, solving problems in new ways.

Messages should work together to paint a complete picture of your overall brand. They should also connect with your audience by speaking to their pain points.

For instance, many investors are concerned about economic uncertainty.

So, a message for a financial services firm could be, “Steady growth in unsteady times.”

This message leverages a value theme of stability.

Test and refine your messages. Ask customers for feedback. Be ready to adjust as your company grows and the market changes.

Identify your target audience

How well do you know your customers? What drives their decisions?

The answers to these questions help you create a brand message that hits the mark.

Use all the information you can get. Customer surveys and comments in social media posts reveal how people feel about your products and services or company. Sales data shows you what customers have purchased. Buying behavior tells you which products are popular and how to improve the ones that are not.

These sources also enable you to create buyer personas based on your ideal customers.

For example, many business leaders are worried about falling behind in a fast-changing industry. So, the message for a B2B services company should speak to their concerns. This technique shows how you can help them reach their goals.

The brand voice: Giving your business a distinctive personality

A unique brand voice is the personality and tone that comes through in all your communications. It helps people recognize and connect with your brand, no matter where they encounter it.

To develop a voice, consider your brand personality.

Is it friendly and approachable? Serious and professional? Innovative or traditional?

Next, consider the tone of voice that will resonate with the target audience.

For example, a company targeting young tech enthusiasts might use a more casual voice that includes jargon. But a financial services company might opt for an authoritative, reassuring tone.

An effective voice helps your company relate to the audience and turns it into a familiar personality customers can trust.

Proof points: Backing up your claims

Proof points are your evidence-concrete facts, figures, and examples-that support your benefit claims. They are the foundation that gives your organization credibility.

There are several ways to support claims. Relevant data and statistics can enhance your brand’s impact or superiority. For instance, you might show that your software reduces processing time by 40% or that nine out of ten customers recommend your product.

Achievements and awards your brand has received from respected industry sources can be powerful proof points.

Customer testimonials and case studies give consumers real-world evidence of your brand’s value.

These enable potential customers to see how they could benefit from your products or services.

Unique features or innovative approaches can serve as strong proof points.

Side-by-side comparisons can show consumers your product or service outperforms industry standards or rival offerings.

The best proof points are specific, measurable, and directly related to your brand’s key messages.

Brand communication tools: taglines, slogans, and elevator pitches

Taglines, slogans, and elevator pitches are essential in business communication.

However, each one serves a different purpose and has distinct characteristics.

Tagline

A tagline is a memorable-usually short-phrase used in tandem with the company’s logo. It remains consistent over time.

Taglines should create a lasting impression and reinforce your brand identity.

Examples of famous taglines:

• Nike: “Just Do It”

• Apple: “Think Different”

• McDonald’s: “I’m Lovin’ It”

Slogan

A slogan is a catchy phrase used in advertising campaigns.

Unlike taglines, slogans are dynamic and created to draw attention to specific products or marketing initiatives.

Examples:

• Kit Kat: “Have a Break, Have a Kit Kat”

• M&M’s: “Melts in Your Mouth, Not in Your Hand”

• Maybelline: “Maybe She’s Born With It, Maybe It’s Maybelline”

Elevator pitch

An elevator pitch is a brief, persuasive summary that summarizes who your company is, what you do, and why it matters.

It is called an elevator pitch because it should be short enough to deliver during a brief elevator ride (typically 30-45 seconds).

Example:

“We’re a tech startup that’s revolutionizing home security. Our AI-powered system learns your household’s routines and adapts to them, providing smarter, more personalized protection.

Unlike traditional alarm systems, ours prevents false alarms and integrates seamlessly with your smart home devices. We’re making homes safer and giving families peace of mind.”

By understanding these differences, you can use each tool to communicate your brand’s message in various contexts and to different audiences.

Strategic channel selection: Expand your brand’s reach

A solid communication plan strengthens your market position.

Many companies tell us they must be on a certain marketing channels because “our competitors are there.” But often, your competitors are wasting money on the wrong channels.

Study your audience and find out where they spend time, online and off. For example, what websites do they visit? What social media platforms do they use?

Also, consider industry magazines, conferences, podcasts, and even places they go in person.

Each channel or platform is an opportunity to gain brand recognition.

Create a plan that incorporates:

• Owned media: Things you control, like your website, blog, and email lists.

• Earned media: When others talk about you, like press coverage or customer reviews.

• Paid media: Ads that let you target specific groups quickly.

The trick is to blend these together so your message is consistent. But be careful. Avoid using the same message everywhere.

Each platform has its own style.

For example, LinkedIn posts should sound professional. Facebook content can be more casual.

The key is to communicate the primary message or theme while aligning the tone to the channel.

It is important to monitor your message and its performance. Track how many people see your message, how they respond to it, and if it leads to sales. This information helps you improve your strategy.

There are several tools available to help you track messaging.

Brand24, for example, monitors brand sentiment on social media and review channels.

Be ready to adjust if a message isn’t working.

How to measure the results of a brand message strategy

A successful brand message strategy requires detailed planning and a focus on measurable results.

Create a detailed plan that is specific. But it must be flexible enough to adapt to market changes. Break down your strategy into simple tasks. Assign responsibilities, deadlines, and success measures. Put your best people in key roles and make sure they understand their tasks.

Your team members are the face of your brand. Arm them with a strategy and the ability to adapt the message to different situations.

Examples are in-depth workshops and practice scenarios that simulate genuine conversations.

The goal is to ensure your team can convey the message with authenticity in any situation.

Consistency is key, but it shouldn’t feel forced. Your brand’s voice should permeate all communication, whether your CEO is giving a speech or a customer service rep is handling a complaint.

Create a comprehensive style guide to ensure consistency throughout the organization. A style guide provides details on the brand’s tone, language, and key phrases. It also explains how to adapt the message to different contexts and audiences.

Tie your message to business outcomes. Tracking engagement stats like changes in brand perception and customer loyalty are examples. Of course, you must measure the impact of messaging on sales and market share.

Companies today use a variety of sophisticated tools to link message exposure to customer behavior. Reputation is one such tool.

Platforms like these allow companies to improve their messaging strategies.

Advanced analytics platforms like Google Analytics 4 or Adobe Analytics track user interactions across multiple touchpoints.

Analytics show marketers how specific messages influence the customer journey.

Customer Data Platforms (CDPs), such as Segment, unify data from various sources.

CDPs offer a holistic view of how message exposure correlates with purchasing behavior.

Attribution modeling software, like Neustar or Visual IQ, reveals which messages are most effective at different stages of the customer journey.

Becoming a market leader results from consistently executing a well-planned strategy.

Your brand message strategy should become a core part of your company, influencing everything from product development to customer service.

It’s not just about what you say-it’s about living up to your brand’s promise in every interaction.

Expert tips to link your branding and messaging

In this section, you will learn expert tips to help you develop an exceptional brand message strategy.

Competitive analysis and differentiation

To develop an effective brand message strategy, you must study your competitors.

Competitive analysis helps marketers create a message that is unique.

For example, if your competitors focus on price, you might emphasize quality or innovation. The goal is to create your own space in the market.

The brand story and emotional connection

People love stories. Share your brand’s journey, its challenges, and victories.

If your company started in a garage and now helps thousands of people, talk about it. Stories like these can make customers feel connected to your brand on a personal level.

When people feel emotionally attached to your brand, they are more likely to stay with you and recommend you to others.

Crisis management and brand reputation

Every business faces challenges at some point. Having a plan for how to communicate during a crisis is critical to your reputation.

Think about how to handle negative news or customer complaints. Being prepared and honest can protect your brand image, even when things get tough.

Case study: Learning from the best

Let’s examine the brand message strategy of Oatly, a Swedish oat milk company, has disrupted the alternative milk market. Oatly is not a household name. But their rise to prominence is a masterclass in leveraging a clear, consistent, and compelling message.

Oatly’s brand message strategy focuses on sustainability, health, and irreverent authenticity.

These themes resonate with environmentally conscious millennials and Gen Z consumers.

Oatly’s core message is their tagline, “Wow, no cow!”

This simple phrase conveys their value proposition.

It communicates the product’s plant-based nature while injecting a dose of playful humor.

Oatly’s messaging strategy goes further.

They have cultivated a distinctive voice that is self-aware, often self-deprecating, and always direct.

This approach cuts through the noise of traditional marketing.

The brand’s message strategy creates a sense of authenticity that appeals to consumers wary of corporate spin.

Product packaging serves as a key touchpoint for their message.

Oatly doesn’t rely on glossy imagery. Instead, it uses milk cartons as a canvas for thought-provoking messages and quirky illustrations.

 

These mini-manifestos on sustainability and health benefits reinforce their core message while entertaining and educating consumers.

Oatly’s multi-channel approach shows they understand their audience’s media consumption habits.

The company has eschewed traditional advertising in favor of guerrilla marketing tactics. Social media engagement is exceptional. Their 2021 Super Bowl ad captured their ethos of embracing imperfection.
The company has also leveraged controversy to amplify their message.

The dairy industry challenged Oatly over their use of the term “milk.” In response, the company turned the dispute into a marketing opportunity. They framed the debate as David versus Goliath. Their response further cemented their position as a rebel upstart challenging the status quo.

Oatly’s message also aligns with their business practices.

The company’s production methods and supply chain reflect their commitment to sustainability.

This alignment between words and actions has been key to building trust with their target audience. The results of this outstanding brand message strategy speak for themselves.
Oatly has experienced exponential growth, expanding from a niche Swedish brand to a global player valued at billions.

The company has captured market share from established dairy alternatives. In addition, they have converted traditional dairy consumers, expanding the entire category.

Oatly’s success offers several key takeaways for marketing managers and CMOs:

• Authenticity resonates. Oatly’s willingness to be imperfect creates a strong emotional connection with consumers.

• Consistency is key. The voice is distinct across all touchpoints, from product packaging to social media.

• Actions speak louder than words. By aligning their business practices and messaging, Oatly has built genuine brand loyalty.

• Embrace controversy strategically. Oatly used challenges to their advantage, turning potential setbacks into opportunities to reinforce their brand positioning.

• Know your audience. Oatly tailors their brand message strategy to their target demographic’s values and communication preferences.

Their success shows the power of a well-crafted brand message strategy to drive market disruption and achieve rapid growth.

Mastering your brand message strategy: The key to market leadership

A brand message is the promise you make to your customers, the values you stand for, and the unique value you offer. A strong brand message strategy becomes the driving force behind your company’s success. It influences everything from customer loyalty to market share.

It’s time to act. Take a critical look at your current messaging. Does it capture the value you offer? Does it speak to your target audience’s needs and desires? And is it consistent across all your communication channels?

Start today. Gather your team, revisit your core brand values, and begin the journey of crafting a message that truly resonates. Your future market success depends on it.

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