Brand Messaging vs. Marketing Messaging

Not every single thing a business or organization says is part of its brand messaging.

That’s why brand guidelines exist — they’re meant to be built off of.

What do founders and leadership teams need to know about Brand Messaging vs. Marketing Messaging?

Here’s more on what I was explaining live on this client call:

The language in your company’s brand platform defines your overarching brand strategy, but then marketing messaging can be variations and derivatives of that to speak to specific audiences or for specific purposes.

Brand messaging is what builds the first impression that your audience is going to see. While it has to appeal to your ideal target audience, you can have several segments within that. That’s where the more specific marketing messaging comes in, which can be more targeted and centred on those specific products, services, campaigns or launches (whichever your company is trying to promote at the time). You may have dozens or even hundreds of variations, all based on the overarching strategy but speaking specifically to different needs and segments of your audience.

For the particular project I was speaking about in this video, as the strategist delivering the brand platform, I also provided a few thought starters for brand messaging, including campaign headlines and components of the brand narrative.

As a brand strategist, my challenge is to distill it down, and the company’s team has the opportunity to extrapolate and customize when applying it.

But then are you completely on your own? Of course if a company needs guidance on applying it, they’re able to book sessions or have me onboard as an ongoing marketing advisor.