How To Share Your Brand Message
After you’ve gone through the intentional and specific process of defining your company position and messaging your pitch, differentiators, and company narrative…what’s next?
At this point, you often have a core group of people who are passionately aligned over a concise text document. It’s not the amount of words on the page, but the clarity and specificity of those words that show the work poured into the document. To share your brand message, you need more than that document. You need to disseminate the message through other channels.
Here are five steps to help you share your brand message:
1. Update your home page
It’s likely that your home page needs a refresh. Take time to review the page and assess the following:
- Do the graphics and tone convey the voice and attributes you’ve set for your brand?
- Does the feature graphic text relate to the primary customer pains you’ve identified?
- Do your featured products or services align with the core products or services you’ve defined as “what you do” in your corporate position?
At TREW Marketing, our vision is to become the trusted partner of high-achieving technical companies through strategic collaboration, smart execution and meaningful results. We’ve recently updated our primary home page text to relate directly to the pains that marketing leaders at these high-achieving technical companies face – demand generation and pipeline growth:
Here' s how TREW showcases it's vision and brand on our homepage.
2. Carry the message through to your primary services, products, or industries
Now that you’ve set your corporate message, you can carry this message through to your primary services, products, or industries.
A great deliverable is to create a headline message, pitch, and supporting bullets for each target. Through the process of creating these messages, the goal is show how your services or products meet the needs of customers and support your overall brand.
So, for example, on our own site at TREW Marketing, we updated our home page text to read, “Generate demand and grow your pipeline with inbound marketing” – and made sure our services pages supported this message while keeping the same tone. These pages show how our services help customers achieve solutions for the needs identified on the home page:
Make sure your brand is represented on your product and services pages too.
3. Create a new corporate pitch deck
Now that your message is set, it’s time to share it with customers. Use a corporate pitch deck walk customers through the story of your company. Since you have your positioning statement completely developed, you can easily jump to the “why” and start there with your corporate pitch deck. By immediately relating to your customers pain points, you build rapport and help them see how you can be the company that helps them solve their specific technical problem.
Here’s an example corporate slide deck flow.
You can check out this overviewfor how specifically to outline each of these slides:
2. Customer Pains
3. Industry Problem
4. Solution (what we can do)
5. How We Work
8. Target Segments
9. Competitive Advantage
4. Train your internal teams
You’re updating your website, preparing to update your customers, and you also need to update your internal teams. A great way to do this is to finalize your corporate pitch deck (including talking points in the slide!), and then have a member of your branding committee (the team that refined and defined your corporate positioning and messaging) give the corporate pitch in a recorded presentation. This resource will allow new hires, sales professionals, managers, and others to access the presentation at any time to be reminded of the company story.
5. Use it and re-use it
Lastly, use and re-use your corporate message. You will see your corporate pitch every day as you prepare marketing materials, send proposals, and create web content – but your customers don’t see your message as often. If you’re like most, 9-12 months into a new message, you’ll be looking for a change. Resist the desire to make changes and instead trust the niche and specificity your committee decided on earlier and continue to use the same language in your content. Reiterating this specific message will help customers begin to associate your brand with the challenges you solve and brand attributes you support.
Need help building your brand positioning and messaging? We suggest starting by building your marketing foundation. Read our free ebook, "Smart Messaging for Engineers."