Stand Out with Strategic Messaging
How nonprofits and faith-based organizations can develop a strong brand voice
When developing a new public awareness campaign, feminine care brand Always noticed that many companies with a female target audience presented women as a narrow and stereotyped version of themselves. Consumer insights also revealed that many girls lose a significant amount of self-confidence during puberty. So rather than adding to the noise of an overcrowded marketplace and furthering negative stereotypes, Always decided to do something different and positively contribute to the conversation about building girls’ self-esteem with their message #LikeAGirl.
The campaign has since garnered more than 70 million online views of the English version alone and challenged the idea about what it means to do activities “like a girl.” The strategic messaging set the internet abuzz and impacted cultural conversation beyond Always’ target audience.
What is brand voice and why does it matter?
This year, according to Forrester Research, the volume of marketing messages is expected to increase by 40%. Communicating effectively in a media-saturated world demands more than repetition. It requires creative, courageous and thoughtful strategic messaging. That’s where brand voice comes in. Your brand is the holistic sum of a consumer’s experiences with it. Brand voice is the tone and personality in your marketing communications that your target audience recognizes and resonates with—ultimately elevating your brand above the other marketing noise. Everything your organization communicates is part of developing your brand voice, and it all begins with clearly defined and well-crafted brand messaging.
How your brand can stand out using brand voice
To imitate the likes of Always and establish a brand voice, all communication efforts should take a consistent, coordinated approach to delivering the right message targeted to the right audience in the right way at the right time. Everything designed, written and posted on social media—all your content marketing—plays a crucial role in your overall marketing efforts. Your brand voice is the foundation. Your ability to capture someone’s attention through your brand messaging is the catalyst for engagement and action with your target audience.
Authentically engaging your audience through this kind of strategic messaging will highlight your unique voice and empower your brand to rise above your competition to make a lasting impact. Getting brand messaging right is essential to helping your organization stand out.