Master Your Brand Message: Unlocking The Power Of Clear And Compelling Communication
How To Master Your Brand Message
If you’re an entrepreneur looking for a consistent way of talking about your business, yourself, and what you do in a clear and concise way, you’re in the right place.
As a former movie marketing executive at Disney (and working on beloved, renowned global brands: Disney, Pixar, Marvel to name a few), specializing in brand strategy, positioning, marketing strategies and content creation with the primary focus of inspiring your audience and motivating them to take action… I’m a unique Brand Strategist for entrepreneurs because I want to help you evoke emotion, stand out, and move your audience.
How do you do that?
Most entrepreneurs who haven’t fully developed their brand strategy feel like they’re on the cusp of clarity. You know what you want to convey about your business and brand, but can’t seem to connect the dots to create a clear message that’s authentic to what you want your brand to be known for.
I know you want to make your message:
appealing versus boring
clear versus complicated
one that resonates without sounding like everyone else in your industry
Here are 5 steps to master your brand message and truly unlock the power of clear, compelling communication for your business (with a few Disney examples and anecdotes thrown in along the way):
STEP 1 - CLEAR POSITIONING
The first step in mastering your brand message is establishing clear positioning. This step is meant to clearly tell your audience what to expect from you, what you do, or what it is you offer / provide / sell, and ensure they know it’s meant for them.
You also want to consider in this step what is it you want your brand to be known for. What do you want audiences to think of when they hear your brand name, or even see just your logo?
For instance, Disney has established their positioning in the movie industry in a standout way - they’re known for family entertainment and delivering magic, quality and happiness at every turn. It means when you see the Disney logo, customers know what they’re getting and they trust the brand to meet those expectations.
No other movie studio has the exact same positioning as Disney. Plus, Disney further positions their brand with each film they release by clearly stating what audiences can expect, leaning on their equity and introducing new characters, worlds and stories:
For the original FROZEN film, Disney’s positioning was:
The Studio that brought you “Tangled” and “Wreck it Ralph” returns with “Frozen” – a new animated comedy adventure that delivers a fresh and contemporary take on a classic tale. An ensemble cast of fun and entertaining characters, including a comedic snowman brought to life by magic, embark on an exciting journey to save the kingdom from eternal winter.
For Marvel’s GUARDIANS OF THE GALAXY, the positioning was:
The universe expands – Marvel Studios introduces a new saga, based on the origins of the most unlikely, yet extraordinary team in the Marvel Universe. From the farthest reaches of the galaxy to right here on Earth, a rag-tag group of five misfits are brought together by similar, self-centered interests – but are united when they learn to work together, ultimately emerging as the only team that can stop a powerful force from destroying the cosmos.
For Pixar’s INSIDE OUT, we positioned the film to audiences like this:
Disney & Pixar have taken audiences on unique and imaginative journeys, and in their newest movie, “Inside Out,” they take us to the most extraordinary location of all – inside the mind – where we discover the five emotions – Joy, Fear, Anger, Disgust and Sadness.
Obviously your positioning for your business won’t read like a film’s positioning statement, but you will need to set expectations for your audience and clarify what you offer and who it’s for.
For example, my own positioning statement is:
Brand Strategy & Messaging for Modern Entrepreneurs
It’s concise, clear and tells my audience what I do and who I help.
Other examples for entrepreneurs:
Wedding photography for coastal romantics
Business solutions for interior designers
An LA-based inclusive family and child therapy group practice
Motivational speaker and confidence coach for evolving women
Business mentor specializing in the legal stuff for female entrepreneurs
When you start with clear positioning, you’re setting up a solid foundation for the rest of your brand message to build from.
STEP 2 - A COMPELLING HOOK
A compelling hook is meant to pique your ideal clients’ curiosity. You want to grab their attention and your hook is that initial spark that ignites interest and compels people to want to know more and learn more about your brand and offerings.
To develop a compelling hook, focus on creating a unique tagline for your business. Consider how you want to make your audience FEEL. You can even use “feeling” words in your tagline. Think about all the benefits of your brand, what you ultimately deliver, and how you might transform their lives. Or, get inside the minds of your ideal clients and use messaging you’ve heard straight from their mouths to really resonate.
Some big brand examples:
Just Do It (NIKE)
Open Happiness (Coca Cola)
The Quicker Picker Upper (Bounty)
Belong Anywhere (Airbnb)
The Breakfast Of Champions (Wheaties)
Melts In Your Mouth (M&Ms)
Because You’re Worth It (L’Oreal)
Remember, your hook should be concise, attention-grabbing, and relevant to your target audience. It should make them think, “I need to know more!” Use powerful language, evoke emotion, and emphasize the value your brand delivers.
Want more tagline examples to get your creative juices flowing for your own brand tagline?
Check out “45 Tagline Examples For Coaches, Creatives & Makers” for more inspiration.
Plus, here’s a tagline Disney/Pixar used for their film BRAVE:
In every age, family is king, and the bravest journeys are never taken alone.
STEP 3 - IMMERSIVE STORYTELLING
Once you’ve captured your audience’s attention with a compelling hook, it’s time to immerse them in your brand story. Storytelling is a powerful tool that allows you to connect with your audience on a deeper level and leave a positive lasting impression.
Start by outlining the key elements of your brand story. What challenges have you faced? What inspired you to start your business? How have you grown and evolved over time? Incorporate personal anecdotes, relatable experiences, and triumphs that are sure to resonate with your audience.
Make your brand story relatable by highlighting the human side of your business. Share stories of how your product or service has positively impacted your customers’ lives. This helps create an emotional connection and builds trust.
Remember to keep your storytelling consistent with your brand positioning. Every element of your story should reinforce the values and essence of your brand. Use vivid language, sensory details, and compelling narratives to paint a picture that captivates your audience.
STEP 4 - UNIQUE DIFFERENTIATOR
In a crowded marketplace, it’s crucial to have a unique differentiator that sets you apart from the competition (hint, hint it’s usually YOU - your unique blend of experience, expertise, passion, knowledge and purpose). This is the element that makes your brand memorable and positions you as the go-to first choice for your target audience.
To identify your unique differentiator, take a look at the marketplace and notice what gap you can fill that others haven’t yet. Is there a particular expertise, framework or approach that makes your business stand out? Find the aspect that makes you truly unique and build your brand message around it.
Highlight your unique value proposition in your brand messaging consistently. Make it a central part of your communication across all channels and touchpoints. This will help solidify your brand’s identity and make it instantly recognizable and desirable to your audience.
STEP 5 - SYNERGY + CONSISTENCY
Finally, to truly master your brand message, you need to ensure synergy and consistency across all aspects of your communication. Your brand message should be seamlessly integrated into every piece of content, from your website copy to social media posts and marketing materials.
Maintain a consistent tone, voice and style throughout your brand messaging. This creates a cohesive and recognizable brand identity that resonates with your audience. Use the same key messages and language across different channels to reinforce your brand’s core values and mission.
Regularly review and refine your brand message to ensure it stays relevant and aligned with your business goals. As your brand evolves, your message may need to adapt to reflect new offerings or changes in the market. Stay agile and responsive to maintain a strong and compelling brand presence.
IN SUMMARY
By filling these 5 steps - clear poisoning, a compelling hook, immersive storytelling, a unique differentiator, and synergy & consistency - you’ll unlock the power of clear and compelling communication for your brand. Mastering your brand message is the key to building a strong and memorable brand that stands out and attracts the right clients to grow your business.
NEED HELP FINDING YOUR OWN BRAND LANGUAGE?
If you know you’d like 1:1 help to create a consistent way of talking about your brand, yourself and what you do in a clear and concise way, apply to work with me & we’ll jump on a call and chat about your brand!