How Small Business Owners Can Leverage Brand Key Messages for Better Brand Results

As a small business owner or entrepreneur there’s no doubt you’re tackling multiple aspects of your business, marketing likely being a critical component. While it may not seem like the sexiest of brand and marketing efforts, one thing that should never be overlooked is your brand messaging. Crafting and using effective brand key messages can be a game-changer for your business. Below we highlight what brand key messages are, why they matter, and how you can leverage them for your brand.

What Are Brand Key Messages?

Brand key messages are the core statements that illustrate the essence of your brand. Put another way, they convey who you are, what you do, why you do it, and how you’re different from your peers. These messages are designed to be clear, concise, and consistent across all communication channels.

Why Are Brand Key Messages Important?

1. Consistency

   You likely hear us talk about the importance of consistency in brand and marketing often. It’s critically important. There is so much noise in the market and we’ve all heard the old marketing adage that it takes a consumer 5-7 times of seeing a brand before they commit to a purchase decision. So, if your brand shows up inconsistently, how will you achieve “stickiness” with consumers? Not only that, brand key messages ensure that everyone in your organization is on the same page. Whether it’s your marketing team, customer service reps, or even yourself, everyone communicates the same core ideas.

2. Clarity

   Key messages help clarify what your brand stands for. We’re firm believers that there’s enough room for everyone in the market but you have to be really clear about who you are and how you’re different than others. When you have clear and strong messages, it helps potential customers understand why they should choose you over others.

3. Credibility

   Consistency builds trust. When you consistently show up with clear messaging your audience will take note, even if subconsciously. The trust that is built by brands that speak with one consistent and clear voice enables them to be seen as more professional and reliable by consumers.

4. Efficiency

   Have you ever sat down to write copy for your business and been stumped on what to say? When you have key messages developed, you save time crafting new content. Key messages serve as a foundation for all of your marketing materials, from social media posts to website copy and press releases.

How to Craft Effective Brand Key Messages

1. Understand your Audience

   Know who you’re talking to. So often we see small business owners and entrepreneurs who haven’t really done deep work on understanding their audience. While we can appreciate that it perhaps isn’t the most invigorating process, it’s crucial to your branding and marketing. Ultimately, your messages should resonate with your target audience’s values, needs, and pain points.

2. Define your Unique Value Proposition (UVP)

   There’s room enough for everyone but you have to be really clear on how your brand is unique among the crowd in doing what you do. Understanding and succinctly defining your UVP is how you set your brand apart from your peers — and it should be at the heart of your key messages.

3. Be Clear and Concise

   Keep it simple…and ideally emotionally evocative. Avoid jargon and overly complex language. Make your key messages easy to understand and remember. Simple and clear should be the aim.

4. Align with your Brand Values and Vision

   Remember that key messages are intended to help you tell your audience who you are, what you do, and how you do it. Make sure that your key messages reflect that. Keep in mind that authenticity is key; your audience should feel a genuine connection with your brand.

5. Incorporate Emotional Appeal

   As much as we humans like to think we’re making rational, data-driven decisions the real story is that we make emotional decisions and justify them with rationale after the fact. Use storytelling and emotionally evocative language to make your messages more compelling and relatable.

Implementing Your Brand Key Messages

So, now that you have the key messages, how to you make sure you’re consistent in using them?

1. Educate your Team

   Make sure everyone who works for or on your brand (customer service, sales people, contractors for your marketing and social media, etc) understands the key messages, the rationale behind them, why they’re important, and knows when and where to effectively communicate them. This is also a great opportunity to create an intentional employee experience helping them to feel more connected to the brand.

2. Marketing Materials

   This likely seems like a no-brainer but you’d be surprised. We often talk with clients who feel they’re being redundant — yes, you’ve seen these messages a thousand times but your audience won’t remember. The key with key messages is to repeat, repeat, repeat. So, make sure they show up in your website copy, social media profiles, posts, and captions, advertisements, email newsletters, brochures, and so on. Remember, consistency across all channels reinforces your brand identity.

3. Public Relations and Media

   Use your key messages to ensure your brand is represented accurately when pitching to the media. By remaining consistent even with earned media, you help to shape public perception and will strengthen your brand’s reputation.

Ultimately brand key messages are not just a marketing tool; they are the backbone of your brand identity. For small business owners and entrepreneurs, mastering these messages can lead to greater consistency and efficiency resulting in better connection with your audience and sales. Does reading all of this make your head spin? Holbrook would be happy to help develop your brand key messaging so you can shout it from the rooftops. Book a consultation with us to get started.