Brand messaging
In simple terms, brand messaging is the primary way to communicate with your audience/consumers. Brand messaging will also show to the audience what your value and business values. The audience will interpret your brand messaging with the tone of your voice and the language used. Based on those factors, brands/companies can convey their intended message so the audience can understand what the brand is proposing. As mentioned in Rebecca Ribestero,How to Craft Brand Messaging Your Target Audience Will Love. Blog Hubspot, “brands produce similar feelings as the ones we feel when we like someone. So, we actually feel similarly about brands as we do about people.” Brands will try to create that human connection as best as possible and we see this with many brands today. For example, Nike tries to create and connect with their audience with their slogan “Just do It.” Their brand messaging can be interpreted that anyone can do it, and that follows into their brand-archetype of “Hero”. As mentioned in Adam Maidmart Brand Archetypes, the hero archetype looks to make a difference and seeks to overcome injustices and problems which Nike continuously do with current on going world issues such as Racism and violence.
The article also mentions that the hero archetype portrays success through hard work, something Nike does through brand ambassadors like Lebron James, Serana Williams and many more. I believe this is why lovers of the brand Nike like I and so many can feel that human connection. Nike uses a tone of voice that can be interpreted as very serious and powerful. This is one way their brand messaging continues to be successful and relate to why audiences continue going back to them. Marketing director Huy Tran demonstrated how brand adaptability will also align with brand messaging. As he mentioned in his guest presentation, because of the pandemic they changed from fine dining to fine dining and groceries. Because of this they also had to change their brand messaging in order to promote the new service they offer (groceries). Overall, brand messaging is not as simple as putting together a message for your audience to see. It is done with purpose and intent and you risk confusing your audience if not done properly.