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Thread: YURRRRRRRRR! Get in loser we’re talking about creating an effective brand message/story.
Before I begin, I’ll go over the basics. Then I'll use an example of how I create an effective brand message/story.
Before I begin, I’ll go over the basics. Then I'll use an example of how I create an effective brand message/story.
So, what is a brand? Google will say a brand is more than its logo and name but how people feel, think, perceive you or your company when they interact with you. Google is right. But my definition is much simpler and gets to the point.
Here’s my brand formula:
Brand = Customer Experience.
When strategically defining your brand, your focus should be on what experience do you want your audience to have when they interact with your company and what experience
Brand = Customer Experience.
When strategically defining your brand, your focus should be on what experience do you want your audience to have when they interact with your company and what experience
are you trying to sell your audience (The message)? This should be at the top of your mind when creating your name, logo, brand colors, brand purpose, values, mission, culture, brand voice, personality and ultimately ---> brand message.
What does a good brand message/story do and why is it important? Two words: Emotional. Trigger. Whether you want to admit it or not, people tend to buy things that trigger an emotional reaction, then use logic to back up their decision. Effective brand messaging helps you sell
a desired experience that you know your customer wants or would want. You connect with your audience on a deeper level. Building brand loyalty, brand trust, positioning yourself competitively in their minds and hearts. You get them to WANT to fuck with you. Think about Apple.
What's their brand message? Think Different. They are for the innovators, leaders, the creatives. The ones who push the envelope and aren't like the rest of us. Couple this brand message with effective marketing and business development, you have one of the top technology
companies in the world. You see, Apple utilized their brand and message to create unmatched loyalty, to create new products (innovation, remember), to position themselves as different from their competitors, to push out consistent and effective marketing campaigns,
to build a company culture of people you believed in who they were to the core, keeping the company more than afloat. I can write 1000 papers on why branding is important and integral to all aspects of a business but for now, I'll focus on how I create an effective brand MESSAGE.
For this, I'll be using @westside_elyjah and his business, Iconic Power as an example.
For those of you who are struggling on who you are and what you want to say. Follow me down this journey with Iconic Power.
For those of you who are struggling on who you are and what you want to say. Follow me down this journey with Iconic Power.
So first, I'd ask Elyjah,
1) Who are you?
He'd reply, "We are Iconic Power".
2) Okay Elyjah, What do you guys do?
He'd say "We sell power banks.
Easy stuff right? Just be very technical. So now, we get to the "why"? This is where the magic happens.
1) Who are you?
He'd reply, "We are Iconic Power".
2) Okay Elyjah, What do you guys do?
He'd say "We sell power banks.
Easy stuff right? Just be very technical. So now, we get to the "why"? This is where the magic happens.
3) Why do people buy your power banks?
Elyjah: People buy our power banks to charge their electronics, mostly their phone, so they don't die. Especially if they aren't near a port. But even that can be annoying.
4) Interesting. Why is that?
Elyjah: People buy our power banks to charge their electronics, mostly their phone, so they don't die. Especially if they aren't near a port. But even that can be annoying.
4) Interesting. Why is that?
Elyjah: Because if you're out, finding a charging port is difficult. And then you have to sit there and let your phone charge or watch it so no one steals it. Then sometimes, you could be doing something really important and having a phone or laptop that's about to die is a real
inconvenience. You have to stop what you're doing or go home or something. We do everything on our electronics these days and without them, it could really set us back.
Wow Elyjah. You just found your brand message. Let me paint the scene for you (this is the part where
Wow Elyjah. You just found your brand message. Let me paint the scene for you (this is the part where
you'll have to be creative)
Imagine this: A video begins to play. A variety of people appear. Some people taking business calls, some buying stocks, others taking scenic images on their phone, some even climbing mountains. It's obvious these people are working.
Imagine this: A video begins to play. A variety of people appear. Some people taking business calls, some buying stocks, others taking scenic images on their phone, some even climbing mountains. It's obvious these people are working.
These people are go-getters, constantly on the move. On to the next. They like freedom. They don't like roadblocks. They're too busy for that. They don't want to be slowed down. And they damn sure don't want to be stopped. Then suddenly the bustle stops. The glaring red battery
appears on all their respective electronics. Some people would stop what they're doing to conserve energy. Some would even go home. Not them. They reach into their bag and grab their Iconic Power power bank and get fucking going.
Iconic Power, Keep Going.
Iconic Power, Keep Going.
End Scene. All over @westside_elyjah website would be dynamic pictures of businesswomen, daredevils, photographers, content creators all doing what their doing with an Iconic Power power bank in hand. Because technology was never meant to hinder you, but to give you freedom
to keep you going. How can @westside_elyjah integrate this brand message into his business development? Well his message is to keep his audience going. Give them freedom to do what they want to do with their technology. Big picture alert: One day Elyjah decides to sell
portable wifi routers. This still aligns with his brand message to keep people going. Now they can bring wifi with them wherever they go. As far as content, he now has a major source of inspiration. What content could he create around technology and freedom? He could
write a blog post about how to increase battery life. Major ranking points from Google if he gives a direct definition and then goes into more detail. He could also hire other people to create content for him. Seeing his clear brand message, they would know the exact content
to create the aligns with the brand and brand message W/O him having to hold their hand in the process.
Okay so that isn't it per say. I would go into detail how I DO use research in all this because building a brand and brand message/story is a strategy.
Okay so that isn't it per say. I would go into detail how I DO use research in all this because building a brand and brand message/story is a strategy.
Let me know what ya'll think. Was this helpful? Do you not see the point of branding? Drop your questions and critics. I'm out.
I’ll be doing some live videos to go more in depth on the subject because there’s much more to be said. I’m still working on my site so y’all can contact for my branding services and consult. Or if you want to get me right now, don’t be afraid to DM me.
