How To Create Brand Messaging That Resonates
There are many elements that go into creating powerful brand messaging. Today I wanted to focus on one in particular: your brand benefits.
While the features of your brand describe the offers you provide in detail…
Examples:
12 week program
Private FB group
50 low calorie recipes
20 social media templates
Headshot & website photos
…your benefits tell your customers why they should care about your business and promises the results and transformation they’re seeking. Benefits tell your audience what they can expect as the result of buying your product / service.
Examples:
Attract dream clients
Find your tribe
Lose that last 10 lbs
Know exactly what to post
Skyrocket your visibility
Your brand message is meant to move your audience. You want to inspire, captivate, motivate and persuade your ideal clients to buy your offers.
Benefits come from the intersection of the results you know you can deliver and the goals & desires of your audience. In other words, knowing your ideal client and what motivates them is essential.
Brand messaging can only be powerfully persuasive when you’re crystal clear on who you’re talking to and the benefits you provide.
HOW TO FIND YOUR BRAND’S KEY BENEFITS
Step 1 - Identify your niche and know your ideal client’s motivations
Step 2 - Write down all the ways your product / service helps your ideal client, then pull out the most transformative ones as your benefits
Step 3 - Find the intersection and overlap of Steps 1 & 2 to find the ultimate benefits that will attract your ideal clients
HOW TO TURN BRAND BENEFITS INTO PERSUASIVE MESSAGING
Example 1:
You’re a business coach for female entrepreneurs and you are launching a new mastermind. If you craft your messaging based on the features (the “what you get”), it won’t be captivating enough to convince anyone.
When you lead with features:
“I have a 6 month mastermind.”
That’s what it is, but that’s not telling your audience why they should care about joining the mastermind.
When you lead with the benefits:
“My mastermind will 10x your next live launch.”
The benefit becomes positioning for your offer, a promise for results and takes into consideration your ideal client’s goals…all wrapped into one statement.
Example 2:
You sell a journal to ambitious women.
When you lead with features:
“Get this journal in pink, blue or green.”
Does this make you want to buy that journal if that’s all you know about it? Probably not.
When you lead with benefits:
“A journal to help clear your mind & focus your thoughts.”
Do you see how those benefits would appeal to an ambitious woman who’s juggling her to-do list, family, multiple projects and barely takes time for herself? When you read the benefits it makes you take a deep breath of relief and you feel like this journal could bring a little peace and focus into your life.
TURN BRAND BENEFITS INTO A TAGLINE
Most of the benefits you identify for your brand would make a great tagline. A tagline is meant to hook your audience, inspire them and draw them in so they want to learn more about your products and services.
Let’s take some of the benefits from above:
Benefit: Attract dream clients
Tagline options:
Attract Dream Clients With Ease
Attract Dream Clients Consistently
Create A Waiting List Of Dream Clients
Benefit: Know exactly what to post
Tagline options:
Never Wonder What To Post Again
Content Strategy Made Easy
Take The Overwhelm Out Of Social Media
Benefit: My mastermind will 10x your next live launch
Tagline options:
Crush Your Live Launch
Make Your Next Launch A 6-Figure Launch
6-Figure Launch Made Easy
These statements become tools in your go-to toolbox to convince your ideal clients that you have what they’re looking for and they’re in the exact right place to make it happen.
If you want to make your brand messaging really sticky (where your customers don’t forget it, and it makes them think you’re reading their mind), use THEIR words in your messaging.
Write your benefits in a way that your ideal clients actually say it to you when you ask what their goals are. Write your taglines that way too. Use it in any copy you’re writing (or saying): blogs, podcasts, social posts, brand messaging, all of it.
For instance, a business coach may know her clients are after a 6-figure launch and they want a simplified way of doing it. She crafts the statement: “6-Figure Launch Made Easy.” This will still attract her ideal clients.
However, if this same coach talks to several of her ideal clients and interviews them about their goals and desires, what they’re actually saying is “I want to crush my next live launch.” Using those exact words in your brand messaging becomes really sticky because it will automatically resonate with your audience. Your new tagline “Crush Your Next Live Launch” becomes one of the most effective parts of your messaging because it came directly from the people you’re serving.
In summary, there are many essential branding elements that help you craft brand messaging that resonates. Your benefits are a great place to start to capture your audience’s attention.