Crafting successful brand messaging: a step-by-step guide
Crafting successful brand messaging: a step-by-step guide
Marketing Powerups #84: Vassilena Valchanova shares her brand messaging framework template.
Hello, and welcome to Marketing Powerups! šš½
Today's powerups include:
8 of the best AI writing tools.
The ultimate audience research power-up.
Vassilenaās brand messaging framework.
Ready? Let's go! āļø
š Create more studio-quality video content on a budget.
Looking to do more video content in 2024 like I am?
Then, you have to try out the video and podcast recording platform that Guy Raz, Michelle Obama, Spotify, andĀ The New York TimesĀ use.
RiversideĀ (this newsletter editionās sponsor)Ā is the only virtual studio-quality recordings and lightning-fast editing.
Surprise, surpriseāitās the recording tool I use for the Marketing Powerups show! Between Zoom recordings (which is the tool I used before) and Riverside, the video and audio quality is like night and day.
ā Try it out for free and create studio-quality video content nowĀ (no credit card required).
āļø Vassilenaās Brand Messaging Framework
Getting your brand message just right can make all the difference. But what really goes into crafting a message that sticks?
Today, Vassilena Valchanova, a marketing strategist, shares her brand messaging framework template. It will enable you to communicate clearly and consistently across marketing channels, company departments, and all customer touchpoints.
1. Market category and competitor differentiation
Drawing from April Dunford's positioning framework, market category, and competitor differentiation are key components to understanding how your product and brand stand out from competitors.
"Understanding the competitive landscape gives you a clear view of whatās out there and what customers are comparing you to. It's about being in the same universe as your customers."
2. Brand messaging
The next section in the templates covers your overall brand messaging. Although itās right at the top of the framework document, itās the one Vassilena usually ends up writing last. Thatās because itās a collection of the key pillars. She first wants to be happy with them and reuse some copy in the general messaging to keep things consistent.
Vassilena usually creates three variations of the standard brand message:
100-word description that's ready to be used in articles, listicles, and other types of content that talk about your brand in more detail.
50-word description used for social media descriptions or an introduction to your brand on a landing page.
One-liner to help you describe your brand succinctly to someone. It can be used as a headline on your landing page or as a short phrase in articles accompanying your brand name.
"Using customers' language to describe the product's value is crucial in brand messaging. It's about speaking in a way that resonates with customers and clarifies the unique value your tech solution offers."
3. Key messaging pillars
The next step is to distill your brand messaging into 3 to 5 messaging pillars Vassilena creates a few different messaging variations for each messaging pillar:
Gain ā what your target audience will positively achieve with your brand.
Loss ā The key frustration and how your brand helps prospects avoid their key pain points.
Logical ā The key proof points that support your claim. Use numbers, facts, and references to prove the benefits you bring.
Benefit ā what desired outcome is achieved in the end?
Short description ā this a paragraph that combines all the information from the previous components.
One-liner ā A slogan-like version of the key pillar. It can be used as a landing page heading.
Free brand messaging template š
You can download Vassilenaās brand messaging template on her website:
In the latest Marketing Powerups episode, Vassielna further explains her brand messaging framework template.
Listen to the episode on Apple Podcast and Spotify now, or watch it on YouTube.
āØ Mini powerups
Fun-sized tools, links, and blurbs to boost your marketing.
š¤ 8 of the best AI writing tools: (article)
Kirsti Lang, Sr. Content Writer at Buffer, put dozens of AI writing tools to the test ā here's a deep dive into her favorite AI writing generators and who she thinks theyāll be most useful for. A fun one on the list is Sudowrite, an AI tool to help you write creative and fiction stories!
āļø The ultimate audience research tool: (free tool)
āA new version of Sparktoro came out a few weeks ago, making it easier to discover the websites, blogs, podcasts, social accounts, and publications that reach your audience. You can create an audience report for free!
š 7-point checklist for writing emails that convert: (LinkedIn post)
Devin Reed has used email marketing to build brands and generate millions in SaaS pipeline. He shares his checklist for writing high-converting emails. Each item sounds so simple but is hard to nail.
Thatās all for now, friends!
Have a powered-up day,
Ramli John
P.S. If you found this helpful, would you share the love by tapping the heart below? ā¤ļø
Itāll help me know whatās resonating with you and get more people to know about my newsletter. Thanks!
