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May 10 2019, by Sarah

Growing pains – why your brand might not fit your messaging any more.

Weight Creative Communications Agency

You’re at a point where things are starting to feel a little bit ‘off’ when you read through your website copy, look at your printed collateral and glance at your logo. Perhaps there are some inconsistencies in the messaging you’re presenting to the world, or maybe everything just isn’t working together in the way you envisioned it should. You may be at the stage of growth where your brand has begun to surpass your current messaging.

Contrary to what you may be thinking, these growing pains should be welcomed. They provide your business with amazing opportunities to mindfully pivot as you maintain your momentum. Based on our experiences as business owners, we know it’s critical to identify these opportunities and respond accordingly. There is incredible power behind being asked thoughtful questions that force you to look at your business through a different lens.

Your current branding (logo, styling, collateral etc.) may appear to be modern, approachable and perfectly suited to your industry. But what about all of your messaging? We consider messaging to be any written or visual content your potential clients and customers absorb in order to make their decision to work with you (or buy from you, etc). Is it possible that your messaging is falling flat? Failing to embrace your brand’s authentic tone and address your audiences’ needs in a genuine way can create a less than pleasurable experience for potential leads interacting with your brand.

In an effort to help you determine if you’re feeling “growing pains” when it comes to your branding and messaging, we’ve put together a list of helpful questions and tips for you to explore. Make note of your responses and reflect on them when you have a free moment!

Your brand guidelines are outdated (or non-existent!)

Most large corporations (and some small to midsize businesses) create brand style and usage guidelines to ensure all messaging and brand asset use is on-point and consistent. These guides not only help any designers you might work with in the future, but they also serve as guides to other employees. We highly recommend updating (or developing) a brand guideline document to help keep your brand and messaging on track.

Take a look at these examples to get a feel for how in-depth a brand style guide can be:

Walmart Corporate Brand Guidelines. As you might expect from a massive corporation, Walmart has covered every conceivable way to use its brand. This comprehensive guide includes direction on the brand’s editorial voice and how to use their logo in print, online, on promotional merchandise and more. They even cover appropriate fonts and how to use logos, icons and taglines correctly.

Mozilla Style Guide. Mozilla has an online style guide to help its open source community understand how to use its logos and trademarks for Mozilla, the Firefox browser and their other products. These guidelines help everyone who works with Mozilla protect Mozilla’s brands.

Are you keeping your brand’s tone and personality consistent across all your channels?

When communicating as a brand offline or via your website, social media profiles, or other online channels, it’s important to keep a consistent tone and personality. If your brand is fun and friendly on Twitter, it should have a similar tone on Facebook and LinkedIn. Your messaging on LinkedIn may be less casual or more professional, but it shouldn’t sound like it’s coming from a different brand altogether.

Think about it this way: There is the “at work” you and the “at home or with friends” you. Your personality is the same, but your mannerisms adjust to the context. The same goes for your brand personality and selected communication channels.

How sincere do you think you’re being?

While it might be true that your service helps “X” number of people or your product allows faster productivity, if you’re using phrases like “the best,” or “the hardest working,” or the “premiere” service or product, your messaging is bound to fall flat. Unless you’ve connected those lofty claims with cold-hard numbers, your message comes off as tinny and tired. Is your brand being sincere? Back-up lofty claims with social proof and quantifiable facts!

Are you aligning your messaging with the correct social media channels?

Your audience probably has a clue what you’re up to if you’re marketing on a social channel just to have a presence. They can see through your efforts, whether you want to admit it or not! The way you transmit your message shows your dedication to the sincerity of your brand. It also calls out your level of trustworthiness.

While consumers have room for the evolving nature of social media marketing, you still need to ensure your message matches the medium. Spend time developing your message and ensure that it fits each social channel. What platforms best allow your business to authentically share its message? Make sure to always align your messaging with the right social channels!

Start reaching for the top of your game today!

Your branding and messaging should work as hard as you do, no questions asked. If you’re ready to ramp things up and make a great impression, we recommend arming yourself with insight and considering a tail-made strategy that brings real results.

Looking for more knowledge?

We’ve got something good coming your way.

Check out our handy e-guide covering 6 secrets to landing your best clients through your website. It’s full of helpful examples to help you take the first step in finding your strength, download your copy here today!


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