The Importance of Consistent Messaging

Digital Marketing Tips / Engage / Look Good

As a brand in today’s world, much of your presence and voice are online. Whether it is posting to social platforms, running ads on Google, or building a website, there is one thing all of these platforms should have in common, messaging. Understanding the importance of consistent messaging is critical for crafting a powerful presence. A brand’s voice is often the first communication a consumer has with a business. At Frozen Fire, we work with our clients to build a consistent voice that speaks to consumers and encourages them to engage. Learn more about our process and how we craft a brand strategy.

The Discovery Meeting

Our initial meeting with a client centers on understanding their current branding and preferences to develop a strategy. During this meeting, we go through each element and how it fits the client’s specific needs.

We work with our clients to determine a framework for messaging by asking thought-provoking brand and service-oriented questions. Then, we can make final decisions about the direction and develop the content strategy.

The Content Strategy

At Frozen Fire, we have served and continue to work with a wide variety of businesses. Our experiences with different industries, sizes, and audiences allow us to create a B2B digital marketing strategy for After the initial meeting, we take the data collected and synthesize the information to ensure the messaging document establishes the brand mission, style of communication, and core brand ideas.

Target Audience

Next, this document details the target audience. For a business-to-consumer client, we build a profile of who these customers are – their age, economic brackets, family status, and interests. In the case of a business-to-business client, we build a profile of who their ideal business partner would be – size, product or service, industry, ideals, and core values. A specific target market allows us to craft efficient and effective communication.

Market Position

Part of the importance of consistent messaging is understanding market position. We are intentional and strategic about influencing the consumer perception of the brand relative to the perception of competing brands. We look at our client’s market position and ensure they occupy a clear, differentiated, and advantageous position in the minds of consumers.

Tagline

The tagline is a strategic communication tool designed to condition the target market on what the brand offers in a short, memorable, and concise statement. This often accompanies the client’s name and is a part of the logo. A tagline should help maintain message consistency and effectiveness.

Mission and Vision Statements

The mission and vision statements are a tool that communicates what a brand is at its core. These statements establish why a brand exists and what it wants to be known for. These tools emphasize the importance of consistent messaging because a consumer must understand what the brand does, outside of offering a product or service, to engage and ultimately become a customer or client themselves.

Key Points of Difference and Value

Not only is setting the brand apart important, but also differentiating the product or service. This is where the importance of consistent messaging is critical. By identifying uniqueness and relevancy to the customer, we can align it to the overall brand messaging. We have the opportunity to craft a voice to sell the product or service and the brand as a whole.

Brand Personality and Voice

Most of the digital marketing world exists on social media. We may prioritize other tactics, but this does not exclude social media or other forms of digital marketing, such as emails, from a B2B digital marketing At the core of every consumer is a need to be seen and heard by the brands they engage with. A brand personality and voice help achieve a connection, even in the digital space. We work to develop a set of human characteristics attributed to a brand name that a customer can relate to. Each trait describes the emotion expressed by the brand and the intended response from each audience, including customers, employees, and vendors.

Brand Story

Once we establish a personality and voice, it is time to tell the story. We take the content outlined in the preliminary sections and turn it into a narrative. This story gives the brand purpose and establishes a connection with the consumer. Ultimately, this should reflect human truths and values that allow consumers to see themselves reflected in the mission the company serves.

Brand Guidelines

The brand guidelines are the tangible assets: a logo, color palette, and font style. We strategically choose each to reflect who the brand is. Visuals are an important piece of consistent messaging that ties the brand voice, story, mission, market position, and values together. Once we reach this point, it should be clear who the brand is and what it aims to achieve.