When most of us think about brand messaging, our thoughts revolve around marketing impact. That’s no surprise—brand messaging primarily helps your marketing team to promote your organization’s identity and value. A well implemented brand messaging strategy helps your business:
Communicate your value in a unified, consistent way
Appeal to your target audience by addressing their pains with your unique value
Apply your unique value to specific industry challenges
Overcome your competition by identifying their strengths and weaknesses
But what many businesses fail to consider is this: beyond marketing, brand messaging impacts your entire organization, from customer-facing roles to C-suite. It should provide your workforce with an identity, purpose, and the means of communicating your worth to customers and prospects.
Let’s take a deeper look at how effective brand messaging can benefit teams beyond marketing.
“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”–Jeff Bezos
Customer representatives are the face of your business. As the first personal touchpoint for prospects and customers, they have the chance to make a great, lasting impression:
89% of consumers are more likely to make another purchase after a positive customer service experience. (Salesforce Research)
For 86%, good customer service turns one-time clients into long-term brand champions. (Khoros)
68% of consumers say they are willing to pay more for products and services from a brand known to offer good customer service experiences. (HubSpot)
So, what makes a good customer service experience? You can hire hard-working, friendly people. But if they don’t know your company’s value and how it can solve a customer’s particular problem, they won’t be successful.
Effective brand messaging provides clarity to customer-service representatives by giving them a deeper understanding of:
Your brand’s purpose, promise, and value
How their role fits into the greater mission of the company
Ways they can solve the needs of different types of customers
Your sales team will also directly benefit from a comprehensive brand messaging framework.
Sales should leverage brand messaging to show the distinguishing features of their product or service when weighed against the competition. This is sales messaging, which should always be rooted in the greater messaging framework. While sales messages may be adjusted for a particular prospect, they should always reflect your brand’s unique voice and style, ensuring the impression of your services, products, and brand remain consistent.
Sales teams can use the brand messaging document’s competitor analysis to find marketplace opportunities and capitalize on them. If you know your competition’s weaknesses, your sales team can choose the right moment to contrast them with your own strengths to effectively position your company.
Relatedly, equipping your sales team with customer profiles and stakeholder interests is equally invaluable. Before they pick up the phone to talk to a prospect, your salesperson should know common stakeholders’ role titles, pain points, plausible objections, and how your company can overcome them.
This could be key for any account-based marketing efforts on the horizon.
No matter your company’s size or industry, every staff member stands to gain from brand messaging because it leads to clarity of purpose. That leads to unity, accountability, and improved morale because everyone is pulling in the same direction, working toward the same goals.
That’s when momentum builds.
Refactored Drives Marketing Momentum
Just like marketing agencies, not all brand messaging documents are created equal.
You need an experienced partner to extract and contextualize your company’s brand to craft something gainful.
Refactored is a B2B marketing agency that helps businesses get unstuck and solve complex problems. If you aren’t sure where to start with your brand messaging or marketing strategy, we can help you understand where your opportunities are and how you can capitalize on them:
Brand—what is your story, how is it told, and why should your customers care?
Target audience—what pains do your services or products solve and is that message clear?
Competition—what are they doing that you aren’t?
Marketplace—what opportunities are your competitors leaving untapped?
Industry—where is your field heading, and how do we get there first?