Taylor Swift isn’t the only one making waves for her strong voice, imaginative storytelling and direct messaging – hundreds of brands bring their expertise and offerings to life every day through messaging in ad copy, slogans, sales pitches, social posts and press coverage.
Think of brand messaging like your company’s voice. Similar to how you express your experiences, values and passions to others, your brand messaging is a direct reflection of your company’s values, mission and purpose. It tells customers and employees what they can expect when engaging with your company.
Unsure if your messaging is effectively communicating your brand’s identity? Here are three signs your company might benefit from a messaging workshop.
1. Your Sales Team is Failing to Describe Your Value
Without a comprehensive understanding of what pain points your company addresses and why it matters to potential customers, the chances of missing an opportunity, losing out on a deal or customer dissatisfaction increase. Inconsistent or inaccurate messaging can erode trust and credibility with prospects, hindering your ability to build lasting relationships and achieve sales targets.
A sales team that grasps your brand’s value and empathizes with customer challenges can better meet customers’ needs. This connection helps them tailor their conversations – and messaging – more effectively, confidently describe what sets your brand apart and address any questions or hesitations head on. The results? Higher customer satisfaction and increased trust.
2. Your Messaging No Longer Speaks to Your Customers
When messaging fails to resonate with current and prospective customers, it undermines the effectiveness of all marketing and sales efforts. It shouldn’t be a surprise that presenting a brand consistent with your audiences’ needs has proven to increase revenue by up to 23%. When you fail to regularly align your messaging with customer pain points, it can leave your audience feeling misunderstood and fail to drive purchasing decisions.
To optimize your brand’s messaging across different audience segments, start by regularly collecting audience feedback to understand their evolving needs and preferences. Consider sending out a survey or even posting some LinkedIn polls. Leveraging customer data and market trends in your messaging will go a long way in fostering strong connections and brand perception.
3. You’ve Outgrown Your Current Messaging
It’s not them – it’s you. No one’s a stranger to changing direction, whether due to external shifts in demand, a rebrand or a major merger or acquisition. But it’s up to you to recognize when your messaging becomes outdated or fails to accurately reflect your company’s current position in the market. Regularly revisit your messaging to ensure it aligns with your brand’s vision and growth, maintaining both relevance and competitiveness.
If there’s a negative perception in the market or among employees, start by gathering feedback from stakeholders to understand the nature of these perceptions. Then, consider organizing a messaging workshop to reshape and improve the company's image by realigning on core missions and values. Foster open dialogue among your team and transparently communicate the steps being taken to address concerns.
Messaging is an integral component of your branding. With fewer than 10% of B2B companies having consistent branding, you could be missing out on critical opportunities to connect with your target customers, increase sales conversions and remain competitive. A messaging workshop can help you identify and articulate your unique selling points, empowering your team to better connect with customers.
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