Do you remember the last time you happened across a brand with not-so-great brand messaging? Not likely. (Unless it was so bad you decided to save it as a reference for what not to do). That’s exactly why nailing brand messaging is important. Because ineffective messaging is just plain forgettable. You probably do remember the name of a brand that nailed their messaging.
The impact of effective brand messaging cannot be overstated. In this blog post, we'll explore examples of strong brand messaging and what it takes to stand out in a crowded market.
What Sets Good Brand Messaging Apart from Bad?
You might wonder, what is brand messaging and how does it relate to my role at my organization? Brand messaging is the way your brand conveys its unique value propositions and personality through language (written or otherwise).
Good brand messaging is clear, consistent, and authentic. It speaks directly to the target audience, addressing their needs and values in a way that resonates with them emotionally. Good messaging is memorable and easy to recall, allowing the brand to stay top of mind with its audience.
On the contrary, bad brand messaging is typically unclear, inconsistent, and lacks authenticity. It fails to connect with the audience, leading to missed opportunities and lost revenue. Some messaging falls short because the brand voice is actively bad, but most often, brand messaging failures are caused by not having a clear brand voice at all. This leads to confusion, forgetability, and a lack of differentiation from competitors.
Ultimately, good brand messaging creates a positive perception of the brand and sets it apart from competitors. Bad brand messaging can - at best - result in poor market performance and - at worst - damage a brand's reputation and limit its growth potential.
3 Examples of Good Brand Messaging
Zapier, a workflow automation tool, has messaging that stands out because it's so customer-centric. They capture their target audience by demonstrating familiarity with their pain points and making it clear how their product can be a solution to their challenges. No matter which channel you interact with - their social media, email marketing, or their website - Zapier has messages written for their customers that demonstrate their familiarity with them. It breeds trust and customer loyalty.
Trader Joe’s, an American chain grocery store, is another great example of effective brand messaging. The unique tone of their messaging differentiates them from other grocery stores, which has helped them build a loyal (almost cult-like) customer base. Their messaging is approachable, fun, and quirky, and it’s consistent across all marketing channels. On top of being delivered in joyful and memorable fashions, their value proposition is highly relatable. Their messages are all centered on quality and affordability. The combination is a force to be reckoned with.
Slack, a communication platform, has exemplary brand messaging. They seem to be aware that workplace communication often feels like a drag. When they describe their offerings, it's done in a way that balances that out. They provide solutions to common pain points with language that's simple and easy to understand. They're known (and loved) for including humor and wit. They humanize a space that, with other brands, feels barren. It makes their brand relatable and helps it stand out.
Building effective brand messaging is not just an important marketing tactic, it's a powerful tool that can set the foundation for success. By taking a look at real-world examples like Zapier, Trader Joe's, and Slack, you can learn what it takes to get noticed in a crowded market and create messaging that resonates with your audience.