Your brand’s message tells your audience who you are, and what problem you are going to solve with the services or products you provide. In essence, a brand’s messaging is supposed to provide value to the customer by catering to their emotions. However, in every business cycle, a brand goes through many ups and downs and falls short of giving the promise that it stands for. This can lead to dissatisfaction among your core audience and customers and lead to a backlash that can be seen through bad reviews, dip in sales, etc.
In such a scenario what one needs to ask is whether the actions taken by a brand from a strategy they have chosen falls in line with what they are doing in the market and whether they are adhering to their own core mission, value, attitude, and belief in the market when it comes to delivering the service.
With this article, we will shed light on how to improve the core message of your brand and what you can do as a brand or a business in reseller hosting, to stick to it and give value to your customers by adhering to the message. We will also talk about some do’s and don’ts of brand building and messaging when it comes to your core message after buying one of our reseller hosting packages. So without further delay, here goes.
1. Understand the core beliefs and the value the brand proposes to your customers
When you go back to your drawing board to understand what went wrong with the messaging or how to improve it, always ask this first question- is it communicating or capturing why you are here? Does this mean it captures why you are doing this business in the first place? Then ask- is it adding any value to the lives of the customers or whether it is solving a problem or giving a solution? These questions are important because they will help you unearth your core beliefs and values as a brand and what you stand for.
Once you arrive at the why focus on the what. What is the current core brand message and what is it trying to say and whether it answers the questions you asked? If it’s a no, then you definitely can improve on the messaging.
To change the messaging, look at the choice of words that you used earlier. With the new ideas you arrive after asking questions around core values, attitudes, and beliefs, see what can be changed and how you can make those changes. If you feel that there are certain gaps that exist, you will be able to make the changes to your brand’s core messaging immediately.
2. Take feedback from your core audience
Your customers and your core audience will never lie to you and will always give you the right feedback. Gauging customer sentiment from online channels is one thing, but actually talking to them and taking their feedback is very important.
Let us say, you ran a campaign and the response is not as you expected. One of the things you can do is ask your target audience about the campaign and understand from them what their sentiments were towards the same. Ask them what they really felt about the messaging of the campaign and whether it captured the value or the promise you want to deliver. This can be done after you run the campaign by doing a one-to-one feedback session or even an online survey. Online surveys can help you acquire quantitative data, but if you are looking for qualitative data, one-to-one is the best.
Understand the feedback given by your customers and see whether it fits with your audience and what do they have to say about it. Their feedback will help you declutter the message and arrive at a clearer core brand message for your core customers.
3. Make it personal
For any communication to hit any level of emotion, it has to be personal. Some of the best campaigns and brand’s core messages come from a personal space and hence click with core customers. Take Apple’s ‘Think Different’ as an example of a great brand message for instance. The brand wanted to tell their audiences that the ones who are crazy enough to think that they can change the world are the ones who usually do, so think differently from the world. The message hit the sweet spot with all the entrepreneurs and companies who were starting out and wanted to make a mark in the world. So, if your brand’s message comes from the space of personal values and beliefs, there is a very good chance it will resonate with your core audience.
Another added advantage of personalization is that for any brand that takes this route, is that the audience feels that the brand is actually talking to them and understands their problems better than anyone else. This usually has a larger effect on an audience of any kind.
Other points worth mentioning
Once you have an effective brand message, keep on testing it through different channels. Especially now that you can measure effectiveness quickly through digital campaigns. Optimize the message if you can and run A/B tests with the campaign when you are doing a brand campaign. Usually, a brand’s core message stays for a long time, so make sure that you have a good one and that it carries weight and caters to your core audience. Also, measure the engagement with the campaigns when it comes to the messaging, and check the reactions of the users it is reaching out to.
Once you understand what are the gaps you need to fill, repeat the cycle and make your brand’s core message better till you get it bang on.
Conclusion
So, now that you know how to help improve your brand’s core message, we believe that you will go back to the drawing board, take these factors into consideration, and build the brand that you wanted to in the first place. It takes time, effort, and money to spend the energy that you ought to when you want to build a long-lasting brand that serves people for at least 15-20 years. Best and the biggest of the brands have adopted this philosophy and have become successful by refreshing their core message after every decade or so at least. Here is hoping and wishing you luck with the same. In case you have any doubts or have pointers to add on to, please feel free and add them in the comments section below. Till then, keep reading!
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