Once you have developed your brand position and used the positioning language to develop your brand messaging, you should be ready to use your messaging. But how should you start?
Expert Tip: You will get tired of your message decades before your audience. You will sit in a planning meeting at the end of this year or next, and think – we should do something different. Resist the urge to make a change because you’ve used the same words to describe your company in a news release, blog post, and slide deck. You inherently know that “Intel Inside” brands a computer with a reliable, reputable core processor, and it’s not because the company tired of its message after six or 12 months. It’s because they pushed forward with the message, including it in most of their marketing materials starting in 1991. Stay the course with your messaging, too!
Here are five ways to promote your brand using your specific, distinct messaging:
1. Update Your Home Page
One of Hallam-ICS’s differentiators was the close relationship they form with customers -- listening to customers needs and designing solutions that meet those exact needs. This comes through on their home page "Client-centered engineering that inspires better campuses and communities".
Hallam-ICS home page update
Through Wineman Technology’s position and messaging, the company developed a new tagline, “Better product quality through test”. The company used the tagline to update feature graphics on their site:
WTI home page
2. Develop White Papers
One of the primary factors for Hallam-ICS in the "Why" of their positioning statement was cost. Customers needed solutions that were cost effective -- you see this message as the driving point for a recent white paper:
White Paper from Hallam-ICS
Similarly to their feature graphic, Wineman Technology carried the tagline into white paper content to convey the message of product quality through testing:
About Us from WTI
3. Write New Blog Posts
As mentioned before, one of the driving forces of Hallam-ICS customers was price. Struggling to manage budgets, their customers care first about how systems impact their bottom line. This topic ties into a series of blog posts:
Example post from WTI
These blog posts should be linked to drive traffic to your product and service content related to the blog topic.
4. Update Your Social Media
Wineman Technology has a focus on test expertise, making test easy for their customers because of their deep expertise with a few application areas particularly in the automotive and aerospace industries. You can see a similar message through their LinkedIn content:
5. Build a Corporate Slide Deck
Corporate slide decks are designed to relate to customer pains, convey expertise, and share what your company does to solve customer challenges. With your position in place, you have the complete narrative of your company. Let your messaging become the script for your slide deck, and lay your slides out accordingly.
Now you’re ready to utilize and promote your brand message! You still have plenty of work ahead, but laying out messaging strategy will help guide content development and keep your content on message. To learn more about brand positioning and messaging tactics download our free eBook, Smart Messaging for Engineers.