Do you feel your brand is stuck in the process of consumer targeting and not achieving the expected ROI? Have you already checked the consumer demographics, targeting, location and other measurables but are still unable to pinpoint the exact gap?
To understand the exact problem, we must first revisit a humorous scene that various movies have depicted: Steve is putting a lot of effort into starting his car. The engine is igniting, but the car won’t start. Unbeknownst to Steve, a guy named Phil has inserted a banana into the car’s exhaust pipe, causing the ignition but preventing the car from starting.
It appears the banana lodged in the car’s exhaust pipe represents your brand message – it’s being ignited with the right audience but isn’t resonating with them.
Thus, what’s the correct way to bridge the gap between your brand and its potential customers? The answer is considering a brand messaging workshop. Also known as brand awareness marketing, it enables businesses to define their brand through an organised messaging theme and connects with potential prospects using a more direct and concise message that emotionally resonates with them.
If you’ve never attended a brand messaging workshop before, then this blog is the correct digest to answer all your questions before hiring a digital marketing firm for brand messaging.
- Brand audit
During the initial stages of your engagement, you’ve likely already engaged in extensive discovery discussions as part of the sales process and onboarding. However, this isn’t merely a repetition of previously shared information. Your designated brand messaging workshop leader will delve deeper into your brand based on insights gleaned from prior interactions with your sales and customer service teams.
The primary objective of this phase is to empower the workshop leader with a comprehensive understanding of the challenges your customers encounter, the solutions you offer, and your preferred approach to conveying these solutions.
Skipping this vital audit phase poses the risk of the brand messaging workshop leader not grasping the intricacies of your business, potentially resulting in missed opportunities with regard to key messaging.
- Redefine your brand message
This segment represents the heart and soul of your workshop experience. It transcends the fundamental aspects of your brand and delves into the finer details as you brainstorm ways to articulate your uniqueness, positioning statement, the advantages of your service, and why individuals should trust you as their guide.
The key to successfully defining your brand awareness marketing lies in fostering an open and constructive dialogue with your workshop leader. It’s crucial to seek clarification on any concepts or strategies that may appear unclear, ensuring that you can seamlessly implement your messaging post-workshop. While delving deep into your brand’s messaging, it’s easy to succumb to complexity.
- The Judgement day
Once you’ve dedicated the day to refining your brand and ensuring your brand awareness campaign aligns perfectly, your brand messaging workshop leader will leverage the collected insights to craft the final deliverable.
An experienced brand awareness marketing agency such as ANTS Digital serves as a comprehensive roadmap for your brand awareness marketing strategy, encompassing:
- Your ideal customer
- The problems you address
- The benefits of your service
- How to engage with you
- Your concise, impactful one-liner (also known as the “elevator pitch”)
With this strategic document in hand, you can guarantee that all your sales and marketing materials align seamlessly with your desired brand positioning. Whether you opt to continue collaborating with an agency or choose to implement your strategy independently, several key steps can maximise your results.
- Train your team members
Equip your sales and marketing teams with a thorough understanding of your brand bible, enabling them to convey a consistent and compelling brand awareness campaign to leads and clients.
- Focus on the customer journey
Utilise your brand bible to map out the customer journey and pinpoint pivotal touchpoints where your brand awareness marketing will most likely succeed.
- Level up your website
Apply the aforementioned principles to your website’s design and content to garner buy-in from your audience. Ensure that your brand awareness campaign remains clear, navigation remains intuitive, and your call to action is prominently displayed across all pages.
If you feel your brand is stuck in the friend zone with customers, a brand messaging workshop can be the catalyst for change. It’s a strategic investment that can unlock your brand’s potential and, when coupled with effective brand awareness campaigns, can help you forge lasting, meaningful relationships with your audience.
Consider partnering with a reputable digital marketing firm such as ANTS Digital to conduct your brand messaging workshop and launch compelling brand awareness campaigns. An experienced firm possesses the expertise to ensure your brand doesn’t just stay out of the friend zone but becomes a trusted partner in your customers’ lives.