Frequently Asked Questions on Brand Messaging

Brand messaging is critical to the health of your business. Here’s a closer look at some of the most commonly asked questions about the subject.

Every business owner wants to build deep, long-lasting relationships with customers. Brand messaging is the mechanism by which this is accomplished. Every communication an enterprise engages in should be done with proper brand messaging in mind.

When done right, it inspires, informs, persuades and catalyzes audiences. When done poorly, it can do serious reputational harm.

Now that we’ve understood the stakes involved, let’s take a closer look at some of the most common questions business owners have about brand messaging.

Brand Messaging FAQ

1. I’m a brand messaging neophyte — can you explain what it means in two sentences?

Sure. Brand messaging is the language, voice, tone, and ideas that a business uses to convey its core value proposition and company values.

2. Can you give me an example?

Absolutely. The classic Nike slogan “Just Do It” is a famous example of potent brand messaging. It distills the company’s ethos into three unforgettable words.

3. What are the qualities that make brand messaging effective?

The same qualities that make interpersonal communication effective, for the most part. Great brand messaging resonates with audiences and builds a connection. It inspires, catalyzes audiences into action and engenders a sense of personal identification with the brand. It’s how lifestyle brands are created and lifelong customers are made.

4. What happens when brand messaging goes wide of the mark?

If you’re lucky, audiences simply won’t respond to it. In situations where brands badly misjudge their voice or misunderstand their audience, poor brand messaging can alienate people, anger them, and turn them into another brand’s loyal customers.

5. So how does one create effective brand messaging?

Here’s where things get a bit more challenging. First, brands need to identify and segment their audience. If you don’t know who you’re selling to, you’re just throwing darts in the dark. Do research, identify your audience, and query them. What motivates them? What matters to them? How do they engage with brands?  By understanding the answers to these questions, brands can then draw a line between their customers’ motivations and their own products and services, their values, and their unique value proposition. 

6. What else is important?

One word: Differentiation. When you’re developing a brand messaging strategy, it’s natural to review what your competitors are doing. After all, you’re targeting the same audience, so there should be some overlap between your messaging strategy. That said, it’s critical to differentiate your product or service. Sometimes you can accomplish this through features or innovations, but in many industries, it’s the branding itself that is the primary differentiator. So while you want your messaging to be informed by what your competitors are doing, you don’t want to follow what they are doing. Develop your own unique, differentiated voice and message.

7. Any other tips?

Yes. Consumers are inundated by advertising and marketing messages, so it’s important to develop language and themes that stand out. Seek to be compelling and memorable, rather than aiming for a bland, middle of the road voice designed to appeal to the broadest possible demographic. It’s also critically important to be clear and concise — audiences will disengage immediately if you’re sending confusing messages. Place the audience at the center of the story and explain to them exactly what your brand can do for them. Make sure that your messaging comes through in every bit of content or communication you author, and always ensure your brand speaks in a unified and consistent voice.

Finding the Right Brand Messaging Agency

At BIGEYE, we’re experts when it comes to resonant brand messaging. Whether you’re looking for an innovative approach to brand video or new, tech-forward ways to reach your desired audiences, we can help.

Contact us today to learn more about what a sophisticated brand messaging strategy can do for your firm.

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Want to Maximize Your Influencer Relationships? Then Go Long

Fine-tune your influencer relationships with expert brand messaging services to bring your brand voice to a whole new level!

Brand messaging services have long evangelized about the power of influencer marketing. Yet in order to maximize the returns brands see on influencer campaigns, it’s important to optimize these relationships.
One key factor that many brands overlook in this process is longevity. By finding the right influencer partners and developing a sustained relationship, brands can build more interesting and complex content — and ultimately save money doing it.

Unlocking the key to longevity

Influencer marketing campaigns have evolved over time. A few years ago it was common for influencers and brands to partner for a single campaign and then move on.

Today, however, the trend is shifting toward sustained collaboration, and there are several reasons for this change.

First, brands are beginning to understand that sourcing influencers can be time-consuming. Today, the number of would-be influencers has grown significantly, so it takes more time to discern the pretenders from those with real market sway.

Brands also understand that longer relationships with influencers unlock greater creative potential. Once you grasp an influencer’s strengths, abilities, and the preferences of the influencer’s audience, you can use this information to develop highly targeted marketing content that’s more relevant and more engaging. There’s no feeling out process, which means less time and money is wasted trying to get creative sensibilities in alignment.

Long-term relationships also play well with audiences. If an influencer’s audience sees that a featured brand is one half of a supportive, long-term partnership, this will register as authentic, and earn brands goodwill.

Influencers, too, benefit from a sustained partnership. High-level product partnerships help establish influencers as credible and increase their standing in the eyes of their followers, brands, and other influencers competing for the same market.

Setting the table for longevity

So how do brands lay the groundwork for long and mutually profitable relationships with influencers? It starts with identifying the right people. Success as an influencer isn’t only about reach or pure numbers — it’s also about engagement. An influencer with 10,000 deeply passionate fans or followers may have more value than an influencer with 100,000 mildly-engaged fans or followers.

It’s also critical to target the appropriate niche. This doesn’t necessarily mean that a partner influencer needs to be situated in the exact same space as a brand’s products or brand messaging services. There may be crossover opportunities with influencers in adjacent niches. Or, established influencers may seek to grow their followings into new yet still somewhat related categories — a beauty blogger transitioning into fashion, for example.

Brands should carefully weigh variables such as the size of an audience, its growth rate, overall engagement, how long an influencer has been operating, the platforms they use, the kind of content they create and the values they possess.

It’s also important to consider personal attributes as well. Influencers are like anyone else — their interests, desires, ambitions, and life circumstances evolve over time. It’s possible that today’s fashion influencer may become tomorrow’s parenting vlogger.

If all of these elements are aligned with the strategic needs of the brand, the stage is set for a long — and mutually beneficial — relationship.

The takeaway

We understand the immense value that can be unleashed by establishing the right influencer marketing partnership. Brands can work with influencers to create more authentic connections with their audiences through brand messaging services and reach highly motivated consumers within new lucrative channels.

If you’d like to hear more about the value of long-term influencer relationships, we urge you to contact BIGEYE today.

Advice on Social Media Stories from a Brand Positioning Agency

Social stories have only been available for a few years, but as a brand positioning agency, we quickly recognized their marketing potential. Today, our expert storytellers use social stories to put a relatable human face on the clients we work with. Humanizing an organization makes it much easier for potential customers to develop a strong relationship and affinity for their products and services.

Why stories sell

Behavior experts tell us that humans are wired for story. We have what’s been called a “story drive” that makes us hungry for information presented in this format. In fact, we know that storytelling was the primary way that our ancient ancestors communicated. You might say that cave paintings were the first Instagram!

Stories are just as important today. They are the best way to sell a product or service because we connect with them at a deeper level than we do simple information. This is extra important in a generation where our attention span has dropped below that of a goldfish (that’s a little embarrassing). People want to know at a glance what you are offering, and stories give them that information in a very quick, visual, and scannable way.

5 tips on using stories to connect with your audience

As a brand positioning agency, we’re sharing insider knowledge on leveraging social media stories:

1. Start slowly

Rather than diving headfirst into being storytellers across the social spectrum, you and your team should pick a platform and get a good feel for the medium. Instagram is a great place to start, in part because it has an excellent set of tools for creating social content.

2. Make the most of the tools available to you

Many companies get stuck using just the basic functionality on a platform. If you want to create engagement with your audience, it pays to learn about all the features a particular service has to offer so you can make your stories stand out.

3. Work up to using multiple platforms

Once you’re comfortable creating stories on one platform, start reworking and repurposing the content you create there in other places. Doing so saves you time and provides consistency for your audience.

4. Create stories that exhibit both passion and practicality

While a story that is simply entertaining will get some attention, one that also provides practical, usable information will be much more widely shared, and we can tell you just how much with our social media monitoring services.

5. Be human

The “story drive” we have makes us want to hear stories from other humans. Content that looks and sounds like it was produced by a robot won’t engage people and may turn them off. Utilizing content that is relatable and organic will draw more of a crowd.

How can our brand positioning agency help you get the most bang for your buck through the use of social media stories? The best place to start is to get in touch with our branding experts and tell us your tale.

Decoding a Hidden World by Using a Pharmaceutical Naming Agency

When is the last time you heard someone ask a pharmacist for a refill on N-methyl-3-phenyl-3-[4- (trifluoromethyl) phenoxy]propan-1-amine? How about fluoxetine? The answer is probably more common than you think. While the scientific and generic names for Prozac aren’t particularly memorable, they do provide a revealing look into the byzantine world of pharmaceutical naming.

Many small and medium pharmaceutical researchers and producers don’t realize how important naming is until the FDA rejects their patent and sends years of research and clinical trials back to square one. A pharmaceutical naming agency can help decode the mystery and ensure your work makes it to market.

Why pharmaceutical naming matters

The FDA strictly regulates and subsequently rejects between 20 – 25% of drugs’ generic and brand names to avoid confusion that might lead to misdosing, confusion over a drug’s efficacy, or that might lead to patient stigmatization and privacy violations. Once approved, the naming process continues to play an important role in a drug’s success because a pharmaceutical company may only market their drug under a brand name, rather than a generic or scientific name, once it has been patent protected.

Competing companies may market the same generic drug under a different name to make the market more competitive. While Advil and Motrin are both brand names for ibuprofen, their name, positioning, and marketing plays an important role in which the consumer ultimately chooses.

How a pharmaceutical naming agency can boost your success

The average pharmaceutical naming agency creates between 2,000 – 5,000 names for each drug before beginning the FDA screening process and march to patent protection that will allow brands to compete in the market. A top Florida advertising agency like BIGEYE can help kick off that process by vetting names that may raise flags for the FDA or that will not stand out from the competition.

By partnering with a creative team, your brand can focus on the science and success of your product while your agency ensures your research and work does not get delayed because its name sounds too similar to another drug or accidentally includes the common shorthand for another scientific component.

Contact us today to learn more about how we’ve helped other drug producers enter the market and break through the clutter of competition from big pharmaceutical companies.

 

Three brand designs for health no matter what industry you’re in

Building a healthy brand starts with bringing together a clear vision and product that fits your customers’ lifestyles. Today, customers are more interested than ever in how products contribute to their overall health and wellness, or the improvement of the world around them, which is why building a robust brand starts with designs for health inside the office and out. Everyone from fast food chains (now offering healthy menu options) to consumer goods (like TOMS® One for One model) is embracing the idea that consumers prefer to engage with brands that are improving the collective community in a meaningful way. No matter what industry you’re in or what products and services you offer, you have the opportunity to leverage campaign designs for health that showcase how your company is making a difference in your customers’ lives.
To highlight how your products contribute to a healthier lifestyle or community effort, we have compiled a list of three brand design guidelines to get you started.

1. Check in with your brand promise:

One of the easiest ways to promote goodwill is to ensure your brand promise clearly expresses what customers will get – or be able to give – by choosing your products. For example, organic grocery store Trader Joe’s has outpaced mega competitors such as Whole Foods and Fresh Market thanks to its private label’s earnest brand promise: “Trader Joe’s private label products promise great quality fare for exceptional, everyday prices. We taste everything before we put our name on it and offer only what we feel is extraordinary.” Customers feel confident purchasing Trader Joe’s products because they receive great quality, healthy products for a price that fits their lifestyle. Check in with your own brand promise and ask yourself if it expresses a clear value proposition to your customers that will make them feel good investing – or even indulging – in your brand. 

2. Visual housekeeping and designs for health:

If you already know your brand delivers exceptional service or quality, make sure your visual elements reflect that same level of confidence. In this instance, we literally mean ensuring your team designs for health. Choose colors, fonts, UX layouts, and images that capture the essence of what’s best about your brand. For example, when most people think about the insurance industry, they may not immediately think of healthy lifestyle or community involvement, but corporate giant Nationwide Insurance nails the important brand balancing act between commerce and community. In addition to ad campaigns that highlight how their services give customers peace of mind and financial security, the corporation routinely showcases their work funding the Nationwide Children’s Hospital and their commitment to corporate responsibility. Each of their brand campaigns – whether it’s via media, digital, email, or print – use visual designs that highlight, link, and reaffirm these efforts. Their emphasis on simple, clean creative elements and straightforward messaging creates consistent alignment with their brand promise and visual assets. These visual reminders help your customers understand that their purchases are contributing to something beyond themselves and deepens their brand loyalty.

3. Create four campaign designs for health:

Put these principles into action by committing to four campaign designs for health this year because there is nothing more important when building or refining a brand than consistency. Every marketing initiative your team invests in won’t necessarily promote a sense of health or wellbeing, but one health- or community-focused effort each quarter creates a consistent reminder that will forge a link between your brand and your customers’ lifestyles. When these campaigns are reinforced by your typical, day-to-day visual and marketing elements, this link becomes stronger and more substantial. Over time, customers will begin associating your brand style guidelines with your products and the positive impact they have on their communities and lives. Great examples of this continuous affirmation are Coca-Cola’s holiday campaigns. Each year, Coke spends time around the holidays highlighting their product’s ability to build communities, bring people together, and spread joy. These feel-good, community campaigns echo the ads and efforts they run year round, with extra emphasis on how Coke makes the world healthier and happier. Even when those ads aren’t running, customers feel the positive effects of this positive brand association.

 

There are many ways for your brand to promote designs for health, forge links between your community and your products, or emphasize how your products stand out from the competition. Let us help you brainstorm ways to highlight these links as you plan for the second half of the year and kick off the new year with customers that are engaged, healthy, happy, and committed to your brand.

How to spend your Q3 and Q4 retail marketing dollars

Whether making a last minute push to meet year-end numbers or simply subscribing to the reality of “use it or lose it,” most retailers pick up the pace when it comes to their Q3 and Q4 marketing methods. Wondering how to aim for and achieve the best possible results? Consider these seven proven ways to maximize your retail marketing allocations.

1. Better your blog

Unfortunately, many retail business blogs miss the mark when it comes to achieving their full potential. Why? Because they exist out of a sense of obligation, as opposed to as an extension of a company’s overall business strategy.

Blogs are cost-efficient, highly effective marketing tools….unless they’re left to languish, in which case they offer value to neither you nor your consumers. Conversely, a well-executed blog can help you build engagement and foster consumer loyalty while also enhancing SEO rankings and search results. Stop thinking of your blog as your website’s “ugly stepsister,” and start thinking of it as more of a fairy godmother of sorts — with the magical potential to generate sales leads.

2. Look harder at search engine marketing

Odds are, you promote your website via Search Engine Marketing (SEM) throughout the year. However, did you know that Q3 and Q4 offer the enhanced opportunity to take a closer look at your conversion rates? Are your average costs per lead and conversions meeting your expectations?  If not, consider where your efforts may be failing.

For many organizations, the critical element is poorly-designed landing pages which fail to generate search marketing ROI. After all, different campaigns have varying search optimization parameters. Taking the time to customize each campaign can yield powerful results right when you need them.

Also, keep in mind that while starting new campaigns may not yield realizable ROI by year’s end, maximizing your existing processes and programs has the potential to improve outcomes.

3. Focus on Facebook

While social media in general presents valuable opportunities for marketers, Facebook takes second place only to Google when it comes to worldwide net digital ad revenues. When was the last time you evaluated your Facebook advertising approach? Whether you’re looking to cast a wider net or increase sales, Facebook offers a captive audience to savvy advertisers.

Not only that, but Facebook’s robust analytics allow you to target your audience, choose from different ad formats, and understand your results through reporting, tracking and measuring capabilities. If your marketing efforts are going awry, these metrics can help you take swift, corrective actions.

4. Go for growth

While dwindling resources may compel you to trim expenses, it’s also important to keep an eye on the prize: building value. This doesn’t necessarily mean cutting costs, but instead amping up accountability. Execution-driven strategies position you to demonstrate the effectiveness of your retail marketing campaigns, and information management is a critical part of the process.

Today’s retail marketers have access to more actionable data than ever before. Demonstrable results are not only essential to assessing ROI, but also to making any last minute adjustments to move forward in the most productive way during retail’s busiest season.

5. Optimize email efforts

On that note, heading into the holiday season, it’s particularly important to deliver content to consumers via the most appealing and accessible means. While social media gets the lion’s share of attention, email remains a preference for many in your target market.

But not just any emails. From delivering coupon codes to informing recipients about upcoming in-store and online flash sales, emails can drive both traffic and conversions.

And don’t forget about the importance of mobile. Responsive, aesthetically pleasing email messages can also further optimize Q3 and Q4 outcomes.

6. Count on content

The typical 21st century consumer doesn’t want a hard sell; he/she wants value. As consumers prepare to open their pocketbooks during the season of giving, give them a gift of your own: meaningful content that either answers a question or enriches their lives in some essential way.

Content should be consistent, relevant, unique, and focused on making the entire shopping process more accessible and user-friendly. When designing your content strategies during Q3 and Q4, keep in mind that the best content is not about completing a sale, but about telling a story that engages consumers and bolsters your brand.

7. Cultivate the consumer experience

We can agree by now that contemporary customers are all about value over hype. With consumer confidence harder to come by than ever before, retail marketers can position themselves for success by earmarking Q3 and Q4 funds for enhancing efforts to understand what motivates their customers and deliver on these insights.

Don’t overlook the power of omni-channel marketing. Relevant real-time content delivered via a consumer’s preferred mode of communication has the potential to increase both sales and consumer engagement.

Finally, Q3 and Q4 also offer an ideal opportunity to nurture your leads. Are you doing everything you can do — in the most direct, targeted way — to get better ROI out of your lead generation?

As the calendar year draws to a close, retail marketers are greeted with unprecedented opportunities to put their end-of-year retail marketing dollars to optimal use. These seven techniques are sure to help you focus your marketing efforts where they’re least likely to overdraw your resources — and most likely to generate ROI.

Our team of retail marketing experts understands the challenges of doing more with less – and we’re poised to assist you in doing just that! Contact us today to schedule a consultation!