A big component of effective branding is being able to communicate your brand message in a compelling way. Regardless of what you’re writing for, from a corporate leave behind, a sales presentation or a social media post, the language should be consistent and always reinforce your brand’s values and beliefs. A brand messaging framework is simply a tool that enables staff within your business to communicate the brand in a uniform way, that both educates and resonates with its different audiences.
Why not run a little test internally with your team today?
Ask a few members of your team to write a short summary about your business/brand and review the results. If each response is fairly consistent then you have managed to communicate your brand’s values and beliefs onto your team effectively. If there’s a disconnect between what they say and what the brand needs to be saying, then you probably need to adapt your brand guidelines to include a messaging framework that staff can refer to when writing communications for the brand.
Do I really need a messaging framework?
More often or not, businesses will have elements of a brand messaging framework in place. However, often we find that some brands have only got the foundation elements in place and need to further develop the messaging in order to communicate more effectively.
Simply put, the messaging framework is a tool that helps brands communicate the story of who they are, what they do, and what they can do for their customers in a simple and easy to understand language. So yes, every brand should have a messaging framework in place. Without one it will be really challenging to manage consistency across brand communications. At Frost Creative we take great pride in giving our clients an equally balanced measure of the visual elements of a brand, in situ with the proposed messaging framework. The two go hand in hand and are never separate. Working this way, we find, enables our clients to see the brand come alive with more clarity.
So what does a brand messaging framework look like?
Your brand messaging in the most basic form would comprise of your:
- Value proposition
- Brand truth
- Brand positioning
- Brand promise
- Strapline
Once the basics are in place it is also important to look at other aspects of the brand’s messaging to include:
- Top level brand messaging
- Audience specific messaging
The framework is designed to enable effective and consistent brand communications, from the basic top level brand benefits and brand truth, to your brand positioning. Knowing your audiences, their pain points and how your brand can solve them is a really important aspect to all of this. Once you have gathered this insight and data you are then able to adjust your messaging to suit each audience group. That way the brand experience for each audience is more valuable and personable and a relationship begins to form. Frost Creative works with our clients to create simple, easy to use messaging frameworks that allow them to communicate consistently and effectively without the need to outsource all the time, saving them money on additional agency fees.
Invest in building a brand messaging framework early
Most larger brands will have elements of the brand messaging framework in place already, but it is important to always ensure your staff understand how to communicate the brand in the right way. For start-ups, where funds may be limited, we can’t stress enough the importance of investing in this early. Getting this part right really helps with growth and customer acquisition. For the well established brands, it’s important to police your communications carefully and continue to evolve.
You can find many examples of our brand messaging work in our portfolio here.
If you would like to discuss how we can make a measurable difference to your brand,
feel free to call the team on 01489 892 602 or make an enquiry here