Brand messaging: Essential components and best practices

Brand messaging.

It’s the one facet that you can get either right, wrong, or somewhere in between.

(And, I am here to make sure that you land the latter.)

As the VP of Strategy and Marketing Services at Elevation Marketing, you can say that I've been around the block and seen a thing or two.

From watching marketers succeed at branding to watching them maybe… not so much, I know exactly what it takes to ace the branding game.

That’s why I wanted to take a second to go over some of our agency’s B2B branding best practices and the essential components it takes to elevate your brand in today’s day and age.

But, first let’s answer this question: why care?

Why brand messaging is important

At its core, brand messaging is the heartbeat of your company's identity.

It goes beyond showcasing products or services; it's about expressing the values, personality, and purpose that define your brand.

When done right, your brand message becomes a powerful tool for forging authentic connections with your audience.

Because when all is said and done, people don't just buy products or services. They invest in stories, emotions, and experiences.

Your brand message is the narrative that invites your potential customers into your world.

6 B2B brand messaging best practices

Now that we've established the significance of caring about brand messaging, let's jump into the guidelines that will transform your brand message into a standout narrative that strikes a chord with your audience.

Know your audience

While it may not be groundbreaking, the first and foremost best practice requires no introduction – getting to know your audience is the cornerstone of effective brand messaging.

You can do this by:

Creating buyer personas
Performing market research
Analyzing historical marketing data

These deliberate steps pave the way to crafting messaging that not only resonates but also aligns seamlessly with the nuances of your specific audience.

From demographics and geographic location to industry, title, and other crucial factors, this comprehensive approach ensures your message not only makes sense but captivates the unique individuals you aim to engage.

Fun fact: 82% of consumers feel better about a brand after reading c ustomized content.

Define your purpose

Once you've identified your target audience, the next crucial step is defining your purpose.

Are you aiming to streamline specific tasks for your audience?

Or, do you intend to communicate a specific message?

Perhaps, your goal is to generate funds for a specific cause.

Whatever the purpose may be, it's imperative for your brand to embody it wholeheartedly.

This involves crafting a mission statement that becomes the blueprint behind everything you do.

Your mission statement should resonate with your audience, reflecting your brand's commitment to its purpose.

All in all, your mission statement should become the core of your brand, influencing every aspect of your strategy and creating a cohesive identity that aligns with your overarching goals.

Figure out what you bring to the table

Next, you will want to craft a winning value proposition.

Your value proposition should be your “North Star” that guides your audience to why they should choose your brand over others.

Think about the unique benefits you offer, the problems you solve, and the value you bring to your customers' lives.

Whether it's innovation, unparalleled service, or a commitment to sustainability, your value proposition should encapsulate the promise that defines your brand.

What makes you stand against the grain?

By understanding your value proposition, you not only communicate what you offer but you also evoke an emotional response, creating a connection that goes beyond transactional benefits.

Develop your voice

You have your audience, mission statement, and value proposition. Now, it’s time to develop your unique brand voice.

Establish your brand personality

Every brand has a personality – what do you want yours to look like?

Do you envision your brand as a clever and witty class clown, adding a touch of playfulness to interactions?

Or, are you striving to be recognized as a serious and authoritative source of wisdom, commanding respect in your industry?

If you find yourself at a crossroads in defining your brand's personality, our recommended starting point is to explore this enlightening article on brand archetypes.

These archetypes serve as powerful frameworks, tapping into universal themes and characteristics that resonate with human experiences.

They not only help you crystallize your brand's values but also make it easier for your audience to connect with your brand.

Whether it's the playful Jester, the wise Sage, the courageous Hero, or others, each archetype offers a unique narrative thread that can weave consistency across your various communication channels.

Create a ‘Do’ and ‘Don’t’ list

Another great way to establish your brand voice is to create a list of do’s and don’ts.

For instance, envision you are developing a brand voice for a senior living home.

A "don't" might involve avoiding the use of the term "facility," while a "do" could emphasize words like "community" or "home" to convey a warmer and more personal tone.

This “do” and “don’t” exercise serves as a foundation for articulating your brand's personality for further brand messaging.

Look to your competition

Lastly, you will want to take a look at your competition to better understand communication in your industry at large.

By closely examining how other players articulate their messages, you gain a clearer understanding of the competitive landscape and can identify opportunities to differentiate your brand.

At our B2B agency, we commonly look to the competition to help our clients hone in on their own brand voice.

This approach allows us to draw inspiration from successful communication styles while ensuring our clients' voices remain authentic and distinctive.

Create brand guidelines

We've navigated through the groundwork.

It's time for the exciting part – putting it all into words within a comprehensive communication guideline document.

In this document, you will encapsulate the essence of your brand identity, mission, and values.

You will define the tone, language preferences, and the do's and don'ts that reflect your brand personality.

This document will become the compass for consistent communication across all platforms, ensuring that every message resonates authentically with your audience.

Consider this document as the blueprint for your brand voice – a dynamic guide that empowers your team to articulate your brand consistently and creatively.

It's not just a set of rules but a living document that evolves with your brand, reflecting its growth and adapting to changing market dynamics.

Keep up the consistency

Whether you’re running B2B programmatic ads, curating posts on Instagram, or sharing industry-focused articles, one thing remains true: you have to remain consistent in your brand messaging.

Here’s an example.

Let’s say you stumble across a company's Instagram page only to be drawn in by their relatable posts and engaging stories.

The brand feels like a friend, someone you'd enjoy doing business with.

Excitedly, you jump to their website expecting a continuation of this friendly encounter.

But, as the page loads, you're greeted by an unexpected twist – it's as if you’re looking at a completely different brand.

The warm tones and conversational style you loved on social media are replaced by a formal, almost robotic tone.

The colors clash, and the essence of the brand you thought you knew seems lost.

It's a bit like meeting your favorite online personality in person and realizing they're nothing like their online persona.

There's a sense of disconnect, leaving you wondering if you've stumbled upon the right place.

Cut scene.

I could dive into this scenario more but you probably get the gist.

Just as people appreciate friends who stay true to themselves in various settings, customers appreciate a brand that maintains its identity across all touchpoints. It's about creating a consistent, genuine narrative that feels like an ongoing conversation with a reliable friend.

That’s why consistency is key when building relationships that feel genuine, warm, and enduring, just like the connections we value in our everyday lives.

Brand messaging for your future success

Bringing it all together, the heart and soul of your success story lies in your brand messaging.

It's about truly getting your audience, finding your purpose, and letting your brand speak in its own unique way.

(Because at the end of the day, this treasure trove of best practices can tip the scales in your favor.)

But here's the real magic.

You've got to bring these ideas to life.

Whether you're just dipping your toes into the world of brand messaging or you're a seasoned player, my wish is that today brought you a fresh perspective you hadn't heard before.

So, here's to rolling up our sleeves, and putting these insights into action!

Wanna learn more?

It’s proven that messaging can help you connect with your customers and clearly articulate your product’s value. So, how can you improve your messaging strategy so you can do this confidently and successfully?

Our Messaging Certified: Masters course has been built to address all the important topics around this product marketing technique, to help you get an in-depth understanding of how to totally transform your own approach and convert potential customers.

By the end, you’ll:

✅ Know how to build foundations for solid messaging and customer engagement.

✅ Be able to get maximum impact from your messaging frameworks.

✅ Be a pro at drafting, layering, and reviewing your messaging.

And so much more.

Get Messaging Certified