Tactics for Building Brand Messaging with a Well-Crafted Message Map
In the dynamic world of modern marketing, where personalized communication is the key to capturing your audience’s attention, crafting a message map has become a powerful tool for anchoring brand identity and brand messaging.
The true art of message mapping lies in its ability to encapsulate the multifaceted aspects of a persona’s journey. It’s not merely about assembling words; it’s about weaving a narrative encompassing the challenges, solutions, outcomes, and benefits in a cohesive tapestry. A well-crafted message map provides a roadmap for authentic, meaningful communication that resonates on a personal level.
At Content Workshop, building a message map is a key deliverable we provide to each client we work with – regardless of whether they are a brand identity, strategy, or content client – because we know that a well-crafted message map should be a cornerstone of every project.
Are you wondering how you can create and utilize your own message map? This blog will delve into the tactical aspects of creating a message map to help you build brand messaging that speaks directly to your audience.
Tactic 1: The Equation of Challenges, Solutions, Outcomes, and Benefits
At its core, message mapping is a strategic compass that navigates the intricate landscape of effective communication. It goes beyond mere alignment and delves into the psychology of your audience. A solid message map will strike a harmonious balance between the challenges your personas face, the solutions your product or service offers, the outcomes they can expect, and the benefits they will derive if they choose to utilize your solution.
This equation isn’t a rigid formula; it’s a dynamic framework that flexes and adapts to the unique needs of your personas. Understanding how this applies to each of your personas will allow you to craft messages that resonate deeply by addressing their pain points and aspirations in a language they understand.
Tactic 2: Tailor Benefits to Persona Perspectives
After understanding the challenges, solutions, outcomes, and benefits equation, it might be tempting to believe that your solution provides the same benefits and outcomes for each of your personas, regardless of how different their challenges might be. In reality, while the features of your product or service benefit your personas, the benefits and outcomes of those features look different from one persona to the next due to their unique pain points and goals.
Say your solution is an event ticketing platform, and your target personas are festival organizers and daily operators of zoos and museums. Each persona has different pain points related to event ticketing, so your benefits and outcomes for each will be vastly different.
The festival organizer might face the challenge of finding an event ticketing platform that allows her to customize the festival’s ticket options. The solution from your platform would be that your application allows multiple ticket formats and pricing. The benefit for this persona is the ability to structure and customize tickets for each festival.
Since they aren’t running one-off events, the zoo or museum operator won’t experience as much fluctuation and challenges surrounding various ticket types. They are more likely to struggle with manual ticket sales issues, meaning the benefit of customizable tickets wouldn’t be as appealing.
Tailoring your benefits in this way to each persona will allow you to communicate with each persona in a way that speaks to their needs and goals rather than speaks generally to the benefits of the product or service.
Tactic 3: Specificity is your Best Friend
Simply put, if you aren’t specific in each quadrant of your message map, your brand messaging won’t be detailed enough, either. Message mapping requires you to really dive into your personas at a deeper level and understand them thoroughly.
Looking at your message map’s benefits or outcomes section, you shouldn’t just say, “It helps them save time.” Instead, you should say how it saves them time and why that’s important to their specific role and goals.
Think about our festival organizer example. We didn’t just say that the event ticketing platform gives her customizable ticketing options; we said, “With customizable ticketing, festival organizers can structure ticketing and passes, allowing her to optimize ticketing for convenience and increased revenue.”
You can apply the specificity rule to any other section of your message map. Pain points should say more than “they’re strapped for time;” they should elaborate on why it’s painful for them, including how this affects their life and what gets left behind due to their lack of time. This level of specificity will allow you to tailor your brand messaging to each of your target audiences rather than generalize to the point where your messaging falls flat.
Putting your Message Map into Practice to Build Brand Messaging
After you’ve crafted your full message map, it’s time to go from message map to brand messaging guidelines.
Take a moment to reflect on how your current messaging strategy intersects with the diverse personas that constitute your audience and the brand story you want to tell. Put yourself in their shoes and view the world from their perspectives. This is where the power of message mapping truly comes to life. Because you’ve already thought through the intricacies of each persona, you’ll be able to weave messages that resonate with their individual goals and challenges.
Here are some ways to put your message map into practice:
Use messages you’ve already created in your message map. Whether you realize it or not, your brand messaging began the moment you started your message map. Analyze how well these messages align with your brand’s core values, voice, and tone, and refine them to ensure they encapsulate your brand’s essence and resonate with your target audience.
Select key themes from your message map to craft consistent messaging. These messages will serve as the foundation of your brand’s core messaging. Use this core messaging across all touchpoints, channels, and personas. Content tip: These messages can be transformed into taglines and headlines to use across all content.
Create a value proposition using the benefits, solutions, and outcomes. Your message map already provides insights from the challenge-solution-benefit-outcome equation that will help you create a compelling value proposition that succinctly captures the value your brand delivers.
Build persona-specific elevator pitches. Based on your key messages, create succinct and impactful elevator pitches for each persona and ones for your brand in general. These should be a brief and compelling description of your brand that demonstrates you understand your audiences’ needs and goals.
Using these tactics and tips, you can transform the insights from your message map into compelling and resonant brand messaging that authentically connects with your audience and drives your brand’s success.
Don’t Forget to Revisit and Refine your Message Map
As with any branding activity or strategy, these shouldn’t be a set it and forget it type assignments. Your message map should evolve as you learn more about your brand, incorporate new products or services, or push into new markets. You should continuously monitor the effectiveness of your brand messaging. Collect data on engagement, conversions, and audience feedback. Use these insights to refine and iterate your messaging strategy over time. If you incorporate all of these strategies, you will see firsthand the value message mapping will have on your business.