I've been delving into the topic of brand messaging lately, and I'm glad you asked this question because it's something I've thought a lot about. In my view, refining your brand's voice and messaging to resonate better with your target audience is integral for any business, and market research can be your best friend in this endeavor.
If you're looking to get started, you'll want to understand who your audience is and what they care about. Market research is the primary tool to help you do this. Conduct surveys, focus groups, or one-on-one interviews to get a deeper understanding of your audience's demographics, psychographics, and purchasing behaviors.
Social listening tools can also be invaluable for tracking conversations around your brand or your industry online. This can help you understand the tone and language that resonate with your audience.
All of this information that a market research agency can collect for you, by the way. This page, written by Kadence International, has more info on that.
Once you have a good understanding of your audience, the next step is to define your brand's voice. It should be consistent with your brand's personality and values, but it should also reflect the expectations of your target audience. For example, if you're a fintech brand targeting young professionals, your brand's voice might be professional yet modern and straightforward. On the other hand, if you're a children's toy brand, your voice might be fun, imaginative, and playful.
The key here is authenticity — your brand voice should be a genuine reflection of your brand's identity and not just a mimicry of what you think your audience wants to hear.
Once you have those basics down, the rest is all about your messaging. Your key messages should highlight what makes your brand unique and why your audience should care about it. This is where the insights from your market research become invaluable. If you understand your audience's needs and preferences, you can tailor your messaging to highlight how your brand meets those needs or aligns with those preferences.
Remember that refining your brand's voice and messaging is an ongoing process. As your brand grows and evolves, and as your audience's preferences change over time, you will need to reassess and adjust your brand voice and messaging accordingly. So, keep the lines of communication open with your audience, continue to conduct market research, and stay responsive to the changes in your market environment.
