Written by the The Melotti Media Team, checked by Christopher Melotti
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Australian businesses are working in a very competitive landscape.
With more businesses operating globally than ever before, competition is present whether you’re business is based here in Australia or overseas markets.
So what does that mean for the future?
It means that businesses that can clearly communicate their unique value to the market and encourage them to act will succeed over the long term.
And yet, most businesses are not effectively differentiating themselves from their competitors.
If you’re one of those businesses, you may ask:
- “How can I leave a lasting impression on the right people?”
- “Who am I as a brand?”
- “How do I keep my brand consistent?”
In the end, it doesn’t matter if your business is similar to a lot of your competitors or built upon a completely revolutionary concept…
every business has a unique identity hidden beneath the surface and it’s time to let that shine through your messaging.
Your customers want to communicate! Does your brand have a style?
When it comes to business success, valuable brand differentiation and clear customer understanding are what matter most, and effective Core Brand Messaging is the way to get there.
In this article, we’ll unpack exactly what is meant by Core Brand Messaging. We will also shine a light on how to develop brand messaging guidelines, and why they work, as supported by some first-hand examples.
So, if you’re looking to take your branding to the next level and develop a strong Brand Identity then you’ve come to the right place – let’s dive in!
But first, what is a Brand Identity?
A Brand Identity is an umbrella term for a brand’s personality and characteristics in the context of its target market. Every business has an identity, although some are more subtle, and others are much more obvious.
Look at Melotti Media’s! Orange, bright and loud! Love it.
The importance of a Brand Identity lies in how your target market relates to it. The fact that your ideal customers are emotional by nature means that these emotions dictate their buying decisions.
As such, if you want your brand to appeal to a certain customer, your identity must offer a relevant set of characteristics or values that inspire them to choose you.
So how can Australian Businesses ensure they develop a strong Brand Identity?
Three words – Core Brand Messaging. Let’s take a look.
What is Core Brand Messaging?
It all starts with a Brand Core Messaging Document©.
This is a document that establishes a set of messaging guidelines and allows you to understand and develop your brand’s identity.
A Brand Core Message Document provides a messaging framework for all of your marketing and branded content. Think of it as brand guidelines for all of your words, messages and communications.
This includes what your brand stands for, how it talks and its approach to providing value – all written in succinct key messages that you can use over and over again across your business communications and marketing channels.
Once created, your brand messaging guide will help you establish a Brand Identity that’s unique and easily recognised by your audience. You can then conceptualise and formulate an endless array of brand communications, including:
you get the picture.
So, why do you need Core Brand Messaging?
People appreciate a defined brand that they can connect with.
A well-defined Brand Core Message empowers your brand to transcend the mundane and establish a profound connection with your ideal audience.
In a digital era where consumer attention is fleeting, brands that can communicate their essence in clear, concise, and compelling messages will stand head and shoulders above the competition.
It’s not just about articulating what your brand does; it’s about communicating why your ideal customers should care and depicting how your business’s unique vision, mission and purpose will serve them more effectively than your competitors.
Unfortunately, a lot of people take their Brand Identity and messaging for granted.
They will either:
- surrender to the idea that they are not unique, or
- understand they are unique but fail to capitalise on the opportunities
Take for example a recent client at Melotti Media.
A young plumbing company, the founder initially considered the business to be “just another plumbing service provider” and asked our team to replicate what others in the industry were doing for their website.
However, upon consultation during the establishment of their brand communication guidelines, it was discovered that this plumber led a young, tech-obsessed team with unique skills that allowed them to minimise ground excavation and hassle for their clients – bingo!
That’s valuable, unique, and with the right messaging in place – that’s the foundation for an effective Brand Identity: the tech-savvy plumbers who maximise results and minimise effort. How’s that for a start?
This differentiator, although easily overlooked by their team, became a powerful foundation for their brand’s messaging moving forward and it has set them apart from their competition for ongoing business success.
It would be best a team of branding professionals and expert copywriters by your side.
An expert branding copywriter can translate your brand’s vision and direction into words that will resonate well with your audience and inspire them to engage with your business.
As branding experts at Melotti Media, we understand that taking a step back to analyse your Brand Identity is difficult. What sets our core messaging development service apart is that we guide you to make sense of the unique elements of your brand and pull the messaging together into a set of brand guidelines that they can live by, work by and build a culture by.
With an extensive background in marketing, copywriting and Brand Identity development, we take the time to understand your business and then construct a comprehensive Brand Core Messaging Document that’s aligned with your identity.
We put into words who your brand is, what it represents and the brand position you want customers to see.
So how do you develop a brand messaging guidelines?
At Melotti Media, our Core Brand Messaging Services start with a one-off session to develop an effective strategy.
It’s all about getting to know you and your organisation, truly!
We will take the time to sit down with you and listen to your unique communication needs and objectives.
With our extensive background in marketing, we take the time to understand your business and then construct a comprehensive Core Messaging Document that’s aligned with your identity and that you can use as your core messaging guide. In essence, we put your brand message into words strategically so that your customers feel more aligned with your businesses and more inclined to engage.
Great! You’re all set…
Unless of course, you’d prefer a strategic communications professional to assist you with messaging implementation as well!
Again, we can help…
your business with everything from developing a strategic content marketing framework to writing your marketing content as well.
How can Melotti Media help you with brand development?
To stand out in today’s crowded business environment and to inspire innovation and action, you need to design and implement your marketing content strategically. However, we understand that this is easier said than done.
You’re time-poor and spread thin, and strategic communications may not be your expertise. So, focus on what matters, while we take care of all of your content marketing needs.
For more information or to speak to our expert brand messaging team, contact Melotti Media today:
