Bad Branding is Bad for Business
Your brand messaging is one of the best tools to entice people to interact with you. Whether it’s a Facebook ad, a product description, or a CTA, you have a million opportunities to use good copy to make a connection. But so many brands let these opportunities go to waste, making brand messaging mistakes—both big and small—that either fail to make an impact or turn people off entirely.
Bad Branding can lead to the following issues:
These can create long term issues and hinder your ability to scale and grow.
The Power of Good Branding
Brand messaging is everything you want your audience to know about your brand, amplifying the desired perception, experience, and value you bring to the marketplace – and not just for your customers, but also for your employees. Intentional branding influences people to purchase, share, donate, volunteer, participate, and advocate for companies that align with their values. The end goal for branding is to shape the mind of the audience to influence their decisions so that they choose your brand over a competitor. If you fail to develop your brand messaging, then each message you broadcast is a missed opportunity that a competitor will surely exploit.
Brand message must come from within, and should be based on the foundational areas of company culture, values and mission. If you haven’t defined your mission, vision, and values or perhaps they need a refresh based on a recent transformation, no need to fret. Part of building your brand messaging is taking another look to make sure these areas are true to who you are and who you want to be.
Our Process. Our framework.
Analyze the Competition + Identify Areas of Opportunity
Positioning is a crucial component of capturing consumer attention and securing media coverage — but it’s not effective without an honest and comprehensive understanding of the industry landscape. From messaging and product positioning to brand aesthetic, content strategy, website user experience and organic and paid search rankings, our analysts will take stock of the scene, identify opportunities and challenges, and discover where you can differentiate and own the space.
Key Stakeholder Interviews
Achieve Brand Alignment
From a C-suite vision session to staff surveys and customer audits, we’ll interview everyone who touches your brand to gain perspective from the inside out and from the top down. Our deep dives are designed to understand business objectives, culture and client experience to help us build unified brand platforms that resonate from CEO to associates.
Message Framework Development
Defining the Who, What, and How of Your Brand
Your message framework covers the who, what, and how of your brand, articulating what you solve or provide. This platform serves as a blueprint for consistent communication and is used to shape content (but is not necessarily the content itself), ensuring your teams and ours tell the same story about your brand, whether it’s through your website copy, in press outreach, during a media interview, or even in the proverbial elevator. Message platforms typically include: