We all want our brand to be successful. Unfortunately, many brands fall through the cracks. Whether you are just starting out, or your brand has been around for years, there are steps you can follow to take your brand to the next level. Below, you’ll find my top 5 essential tips for improving your brand’s messaging.
1. Building a Brand Starts with a Great Story
Think about your favorite brands. What is the one thing they all have in common?
A great story that connects with their consumers.
A great story doesn’t mean telling your consumers all the benefits and features of your brand, it means truly connecting with them on a real level. It’s like the old adage says, “Facts tell, Stories Sell,” which essentially means stories move people, or consumers, to take action. You don’t have to tell a serious story; you just need it to be authentic to your brand.
One way to express your story is through your packaging and artwork. In fact, all elements of your brand’s story needs to work congruently, and stay consistent. You want your customers to look at your product and know who and what it is for and why they need it.
2. Consistent Branding
Telling a consistent story might seem like a given, but many people fail to do so. Instead, they send out too many messages, which in turn confuses their customers. Nowhere is this a bigger problem than on social media. Many brands use their social media to try to tell too many stories, instead of posting articles or messaging that reinforces their story.
In order to keep your branding consistent, your artwork, labels, displays, inserts, website, and social media must all tell the same story. For example, if you have a mens skincare brand, you can post articles surrounding the total man. Or if your brand is about being a renegade makeup line, than post articles about the renegade lifestyle.
One of my clients does a really great job of telling their story on social media. Their brand is all about safe products for people with food allergies, which is why they post messages or articles that support their safe product story. Since I have food allergies, I am naturally drawn to this type of product, and their messaging really speaks to me.
It might seem a little silly, but props can go a long way in telling your brand’s story. For instance, think about QVC or HSN. How do they go about showcasing the brands they sell? By telling their story with props.
Let’s take the example of a vintage inspired brand. What kind of story would you want to tell? A modern one, or one peppered with nostalgia? The retro, nostalgia filled story would be the correct way to go.
You could wear rollers in your hair, or wear clothing that represent the era you are evoking. The goal is to create a look and feel that reinforces and tells your brand’s story clearly and consistently.
4. Lifestyle Images
Including lifestyle images is very important to your branding. Images that your customers can relate to and can connect with. For example, if you are selling a mens beard oil, it seems obvious but you would use lifestyle images of men with beards. Be sure to include a few lifestyle images on your website and throughout your social media marketing.
Clothes make the man, and images make a brand. Nothing kills a brand’s messaging faster than poor product images. You spent time and money investing in your brand’s packaging, which is why it is also important to invest a little extra time and money in a photographer.
A professional photographer can ensure your product images create the best first impression, every time, thanks to their knowledge of photography and lightening. This is especially important in today’s digital world.
Before you hire just any photographer, make sure he or she specializes in product shots. Ask to see their portfolio, or examples of work they have done for the web. This will guarantee you are working with an expert who knows how to capture packaging for all types of mediums.
Improving your brand’s messaging doesn’t have to be a complicated process. With a little time and effort, you can build a consistent story that truly connects with your consumers no matter what platform they find you.