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Brand Message: Examples & Overview

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  • 0:02 What Is a Brand Message?
  • 1:41 Crafting an Effective…
  • 2:51 Why Are Brand Messges…
  • 4:54 Lesson Summary
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Lesson Transcript
Instructor: Wendy Stewart

Wendy teaches college courses in Business, has a master's degree in Business Administration, and has completed all coursework for a Doctorate of Business Administration

In this lesson, learn what brand messages are and why they are important. You will also find out how to create an effective brand message, and then you can test your knowledge with a quiz.

What Is a Brand Message?

  • Just do it.
  • I'm lovin' it.
  • Eat fresh.

Can you match these slogans with their companies? If so, you have experienced the positive results of effective brand messaging. Brand messages are used to interact with customers and to help them understand a firm's value and what it values. Your message is what defines your brand. It should be built into all of your communication efforts, including social media, public relations, and advertising - basically everything!

Let's imagine that you are an entrepreneur, and you are opening a bakery called Slice of Life Organic Bakery. You are almost ready to open the doors, but you need a marketing strategy to attract customers. One question you must first ask yourself is how you want others to perceive your bakery.

Your brand message may include creating a catchy logo or writing an effective slogan. You must work hard to build your brand and to create a positive impression in your customers' minds. Ensuring that this message remains clear and memorable requires a strong brand strategy.

Your brand strategy defines what your business stands for, the promises your company makes, and the personality your business conveys. It may include the design of your company's logo, the color palette you utilize, and the slogan you chose.

Crafting an Effective Brand Message

Crafting a brand message that is short, relevant, and memorable is harder than you might think! After you have brainstormed for ideas and created a brand message, you may need to seek other's opinions to be sure the message is memorable, relevant, and effective.

Knowing your target market is also imperative. A target market is a group of customers towards which a business has decided to aim its marketing efforts and ultimately its goods or services.

It may also be helpful to create a focus group. A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Ideally the focus group will consist of individuals within your target market demographic to be sure your brand message expresses exactly what you want it to covey. This will help you to fine-tune your message to perfectly fit your brand.

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