Month: February 2023

Back in the 1970s my mum would send me down the road to the bakery after school to get the bread for tea.

The baker was very popular and had at one time been an expert on the Generation Game. Photos of Mr Baker with Brucie and Anthea were a permanent fixture behind the counter. 

I spent many an afternoon staring at these photos because being 8 years old in a busy bakery full of mums buying baked goods for tea meant that despite me being a regular customer, everyone thought I was just a kid there with my mum, and I could never get served.

I still remember the feeling of standing just below the height of the glass counter with a coin in my hand, hoping that I would get spotted by a shop assistant so I could buy our large twist and get home in time for Jackanory.

With so much competition, it’s easy for your business to go unseen. Clarifying your brand messaging can significantly increase your ability to stand out from the crowds.

Stop being ignored and start using words and images that engage your audience. Go home early with the bread!

We are sometimes asked what we mean by ‘brand messaging’.

Brand messaging is the written, verbal, and visual communication that a company uses to attract its target audience. 

Effective brand messaging should create a consistent and memorable identity that connects with the ideal customer. It should be clear, concise, and relevant to the target audience.

This could include (not exclusively):

1. Tagline or header: A short, memorable phrase that captures the imagination of the reader.

2. A one-liner or elevator pitch: A statement that defines the problem the target audience faces, the product or service that the brand offers to overcome this problem, and the successful outcome the customer experiences if they use the brand product or service.

3. Product or service descriptions: Clear and compelling descriptions of the problems solved by the brand’s products or services.

4. Marketing copy and images: The customer focussed language and images used in advertising, promotional materials, and other marketing communication.

5. How to do business: A simple plan the customer can follow to do business with you.

Brand messaging should be consistent across all channels and touchpoints, including websites, social media, advertising, and customer service. 

Of course it can evolve over time to reflect changes in the brand’s strategy and positioning, as well as changes in the market and customer needs.