The importance of repeating brand messaging 🔍 Evolving Strategies

EVOLVING STRATEGIES

This week’s opportunity to evolve your strategy

The importance of repeating your brand messaging and how it builds an association for your consumers

Why you should repeat your messaging through all your distribution channels:

Leveraging a consistent message across your site and other channels of distribution is a factor in building awareness for your business. Whether a new business or one that's been around for years, consistency in your messaging is something you should always be working on. 

By using the same messaging across all your platforms, you're able to build brand awareness with your audience. It's how your customers come to view your business over time, and it keeps it at the top of their mind. So when they are ready to buy, they'll think of your business first for the product or service you're selling.

How to apply to your digital sales strategy:

1. Repeating messaging builds brand awareness

2. Where to repeat messages

3. Creating the right message

4. How to get consumers to buy

5. Make the investment

Repeating messaging builds brand awaress

81% of shoppers research before they buy. They're seeing messaging on all your distribution channels. Keep your messaging consistent across channels to build the awareness of the value your business provides. 

Repeating the messaging gets your audience to associate with your business while they research and increases the likelihood they'll buy from your business.

Where to repeat messages

On average 75% of people buy online, so using your messaging through your site as the customer flows through the journey builds the association with what you're saying. The more they see the same value messaging the more they associate it with your business. 

Repeat it across all your pages: 

1. Home page

2. Landing page

3. Product page

4. Checkout pages - through each step until they checkout

Creating the right message

How to create the right messaging to use across all your site pages and distribution channels? 

Understand your audience. 

Do the research and learn about your target audience. Likes, dislikes, interests, preferences, household details, income levels, behaviours etc. Understanding your audience, allows you to identify pain points they face and build your messaging around solving it. 

How to get consumers to buy

Repeating the same messaging gets your consumers to associate the message with your business. It's a psychological term - the exposure effect. By continuously repeating it and the consumers see it, they start to put the two together. Over time they associate the meaning of your message with your business, and when it comes to solving that issue they'll buy from your business.

Similar to Nike, Amazon and Walmart. Walmart is associated with quality but affordable goods for everyone. Nike is seen as the brand for athletes, whether you're a professional athlete or not. Amazon is associated with quick delivery of anything and everything you need for your life. 

Make the investment

It's about the long term investment, when you start to build something and are trying to have the customer associate with it. It takes time, which means you need to invest in it. 

Build the awareness by repeating messaging over channels and time. The customer will continue to see if as they build awareness of your brand and start to associate with your products. Over time when there is a need to fill and they enter the buying phase of the journey, the association has been built in and they'll come to you to buy.

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