Your messaging/imaging should always enhance your brand personality!

One thing I see Marketing Consultants in Phoenix and around the world miss is the idea that all messaging/imaging should enhance the brand’s core personality. Far too often marketers use valuable ad space to promote details like “family owned and operated”, “in business for over 40 years…”, or slogans like “today’s best variety” and “music everyone can agree on”, and spelling out store hours and telephone numbers. These are prime examples of wasting ad space with details most consumers either don’t care about or can get from your website. Understanding common consumer behavioral traits is critical when finalizing your brand messaging. None of the examples above have any emotional appeal what so ever, thus making them irrelevant and a waste. One very effective exercise I have clients do a regular basis is write down the exact verbiage in their initial script, minus their brand name, then I write a more effective script that focuses purely on the emotional draw of the brand and ask the client which script gets their attention. Yes, it never fails.

Do chain saws have a personality? Of course not, but the brand of chain certainly should. Same with any tangible object. Why? Because every buying decision or tune-in decision is rooted in emotion. Make me feel good about tuning in or making a purchase and I will. The same goes for any service industry. Performing maid service doesn’t have a personality, brand the brand of service should… Same goes for any media brand or platform. Beyond the talent themselves, any media company should have a core personality and your messaging needs to enhance your core brand personality. If not, you’re just another option in your business category.

Don’t waste a great branding opportunity by including mundane or unnecessary verbiage! Clients judge marketing effectiveness by the results it generates. Media companies judge effectiveness from tune-ins impact on ratings. Results come from emotional response from consumers. Don’t waste time on the what, where and how…cut directly to the “Why?” in your messaging/imaging. Consumers are very savvy when it comes to finding you once they’ve made the emotional decision to seek you out. The next time you’re in your car listening to the radio or at home watching tv, pay attention to how much time commercials spend on mundane and irrelevant details. I’ll bet money that over 50% of the script fits that description. That’s why I’m a big believer in shorter, more frequent messaging. It forces us to cut to the chase! Consumers can recall messaging the length of what would fit on a bumper sticker. You’re MUCH  better off repeating that short message in your commercial or imaging piece than squeezing in the what, where and how. Consumers can get that information on your website homepage, right?

Look at each piece of commercial/brand messaging as valuable real estate that contains as much verbiage that fits on a bumper sticker and you’ll have a better sense of value and consumer’s attention span. Consumers can’t act on what they can’t recall. What’s on your brand’s bumper sticker?

If I can help the effectiveness of your brand’s messaging, reach out to me anytime at dan@killermessaging.com, call me at (480) 322-2187 or visit my website at www.killermessaging.com. I also welcome your feedback!