5 steps to creating compelling brand messages in the sciencesOct 14, 2022
Today I’m starting with a topic that's a MAJOR pain point for companies I work with: How do I create compelling messaging that will reel in and hook my ideal customer? 🎣
Let’s dive right in.
I want to share the framework I use with clients so you can begin this work in your own business.
Here are the steps:
1. Revisit your vision, mission, and how you're different
Repeat after me: it all begins with strategy. If you don’t have a clear idea of what you’re aiming for and how your business is better than the competition, your message will get all discombobulated!
Knowing how you're different, and the benefit to your customers, is the foundation of your messaging.
Do you deliver your service in a unique and valuable way? Is product quality your secret sauce?
Whatever it is, define it because you will later "double down" on your differentiators in your messaging.
2. Know your audience deeply
Next, know who you’re targeting, how they communicate, what platforms they spend time on.
This helps you know what will land with them AND what might make you stand out from the same old messaging typical of your industry.
If you don’t have a buyer persona yet, at least have an idea of your ideal customer or client along with their demographics, pain points, media habits, and so on.
3. Choose a tone of voice
It might sound odd, but yup - your business should have a tone of voice. Otherwise, you'll end up sounding the same as everyone else or worse - come across as random.
Your brand’s tone of voice should be consistent and authentic with your business’s values and essence. If you’re a solopreneur or outward-facing business owner, this will be more like your personality.
Are you quirky? Naturally funny? Buttoned-up and more reserved? Friendly and casual?
Choose a word that embodies your business's tone of voice so you’re always reminded to be consistent. That way, your communications will have a better chance of standing out and being remembered.
Success Tip: Be yourself! If you’re trying to imitate another business or following a trend, people will see through it. Authenticity is palpable and powerful.
4. Create a messaging framework
Pick 2-3 messaging pillars
So…what to talk about? If you’re like many leaders, you are passionate about your work and could talk endlessly about it.
In detail. Painstaking detail.
This is wonderful, but it can lead you a scattered messaging strategy that doesn’t drive toward your strategic goals.
Instead, have a planned list of core topics you’ll talk about – over and over and over again! This builds momentum in your business and makes it clear to your internal team and the market place what your business is aiming to achieve.
Try a simple framework lIke I outlined in my book, Scientist to CEO. An earlier version of it is below:
Success Tip: Many businesses don't strategically plan their brand messaging. If you’re following this process, you are taking a major step toward building a strong brand. Good job!
Have supporting points for each message pillar.
You have your core themes. Next up is adding a little more detail – think supporting points that expand on each topic.
For example, if one of your messaging pillars is “sustainability,” then supporting points might be:
- Less water & energy to produce
- Lower CO2 emissions than conventional agriculture
Doesn't it seem easier now to come up with ideas for social posts, speaking engagements, and more?
Success Tip: The more niche your business, the EASIER it is to decide on your main messaging topics.
5. Unleash your message!
With your messaging framework in place, the final step is to LAUNCH! 🚀
This is where marketing communications takes over. Amplify your message using media – traditional, social, content, video, you name it.
If you have a team to help with this, great. If not (for example, if you're a start-up or solopreneur), then pick the platform your audience spends time on the most and start there.
Post consistently, using your messaging framework as a guide, then build from there.
Remember, brand messaging is a long game built over a long period of time.
More success tips:
- Create representative examples of messages for web, socials, customer service, etc.
- Find creative ways to communicate the message - don’t ❌repeat the same thing verbatim everywhere!
- Have a clear call-to-action always
- BE CONSISTENT!
If you found this useful, and know others who could benefit, please share with your network 😊