Hi, i am intern and am expected to come up with a brand message idea. I am totally lost rn. Could anybody help me with a framework? It would be great if somebody could link similar work. Thanks
Here’s a simple, but proven framework:
A = Where the target audience is today
B = The desired future state of the target audience
1. Identify the thoughts, emotions, and desires of the target audience at A and B.
2. Identify how the transformation from A to B includes your product/service.
3. Tell a story using the info found in steps 1 & 2.
EDIT to include an example:
“Ever feel lost when working on your company’s brand messaging? It can be overwhelming trying to figure out the perfect words to convey what your product or service does.
Hey there, my name is Jamie and I’ve been working in marketing, advertising, and branding for twenty years and I’ve developed a simple, proven framework to help you develop your brand story & fill your sales funnel.”
A good place to start would be considering the lives and mindset of the people that your brand is serving (i.e consumers). What can you say to them to re-assure that your brand is the best choice they can make?
The brand message should be tailored towards them.
You can read into brand archetypes, decide on the archetype based on its attributes, then come up with a message that’s aligned with the overall message of the archetype.
Similar to what others have suggested. Always start with your target audience, identify a shared need, desire or problem. The unique value proposition should serve to solve or fulfil said need/desire/problem. Also, make sure you know who you’re talking to and how best to reach them.
Your company’s brand identity – Who they are, what they do, who they do it for, and how/why they do it – as well as the brand promise should help guide your brand message.
The most important finishing touch is to make sure the Brand Personality is expressed in every aspect of your message and that it reflects the demographic and behavioural traits of your core audience. That includes the choice of platform (newsletter, website, social media etc) media (video, article, image), colours, tone of voice etc. through which the message is communicated.
Try Storybrand, specifically the One Liner which is essentially a unique value proposition
Suggested reading: Made to Stick by Dan and Chip Heath
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