5 Common Brand Messaging Mistakes (and How to Fix Them)

Brand Messaging

The consistent and strategic communication that a brand uses to convey its identity, values, and unique selling points to its target audience, aiming to build a strong and memorable connection

So you've crafted a fantastic product, built a sleek website, and even started posting on social media. But something's not clicking. Your engagement is low, your conversions are underwhelming, and you're struggling to connect with your target audience. The culprit? It might be your brand messaging.

Effective brand messaging is the cornerstone of any successful marketing strategy. It's how you communicate your brand's value, personality, and purpose to the world. But getting it right can be tricky, especially in today's crowded and competitive UK market.

This post outlines five common brand messaging mistakes that businesses (particularly those targeting Millennials) often make, along with practical solutions to fix them.

1. The "Me, Me, Me" Mistake (Focusing on Features, Not Benefits)

The Mistake: Talking endlessly about your product's features without explaining how those features benefit the customer. This is particularly ineffective with Millennials, who are more interested in the overall experience and value a brand provides.

Example: "Our new software has 10GB of storage, a 2.5GHz processor, and advanced encryption." (Features)

Instead of: "Our new software lets you store all your important files securely, work faster and more efficiently, and gives you peace of mind knowing your data is protected." (Benefits)

The Fix:

• Shift your perspective: Put yourself in your customer's shoes. What problems does your product solve? What needs does it fulfil? What aspirations does it help them achieve?

• Use the "So What?" Test: For every feature you list, ask yourself "So what?" How does this feature actually benefit the customer? Keep asking "So what?" until you arrive at the core benefit.

• Focus on outcomes: Describe the positive results customers will experience by using your product or service.

• Use customer-centric language: Use "you" and "your" more than "we" and "our."

2. The "Jargon Jungle" Mistake (Using Industry-Specific Terminology)

The Mistake: Using technical jargon, acronyms, or overly complex language that your target audience doesn't understand. This creates a barrier to communication and makes your brand seem inaccessible.

Example: "Our SaaS platform utilises a proprietary algorithm to optimise ROI and enhance KPI performance."

Instead of: "Our software helps you get better results from your marketing campaigns and save money."

The Fix:

• Know your audience: Are they experts in your field, or are they new to the concepts?

• Simplify your language: Use clear, concise, and everyday language that everyone can understand.

• Explain complex terms: If you must use a technical term, define it in plain English.

• Read your messaging aloud: Does it sound natural and conversational? If not, revise it.

• Get feedback: Test with your target audience.

3. The "Inconsistent Voice" Mistake (Lack of a Unified Brand Tone)

The Mistake: Your brand messaging sounds different across different platforms. Your website is formal, your social media is casual, and your email marketing is somewhere in between. This creates a disjointed brand experience and confuses your audience.

Example: Website: "We provide innovative solutions for businesses." Social Media: "Hey guys! Check out our cool new product!"

Instead of: Maintain a consistent tone (e.g., professional yet approachable, witty and informative, etc.) across all platforms, while adapting the style to suit the specific context.

The Fix:

• Define your brand voice: Decide on the personality and tone you want to convey (e.g., friendly, professional, authoritative, humorous, etc.). Refer back to the brand strategy work we did earlier.

• Create brand voice guidelines: Document your chosen tone and provide examples of how it should be applied.

• Train your team: Ensure everyone who creates content for your brand understands and follows the brand voice guidelines.

• Review and revise: Regularly review your messaging across all platforms to ensure consistency.

4. The "Ignoring the Story" Mistake (Failing to Connect Emotionally)

The Mistake: Focusing solely on facts and figures without telling a compelling brand story. Millennials, in particular, connect with brands that have a purpose and a story they can relate to.

Example: "We sell high-quality coffee beans."

Instead of: "We source our beans directly from small, family-owned farms in Colombia, ensuring fair prices and sustainable practices. We're passionate about bringing you the richest, most flavourful coffee experience, while also supporting the communities that make it possible."

The Fix:

• Identify your brand's "why": What's your purpose beyond making money? What problem are you trying to solve? What impact do you want to make?

• Share your origin story: How did your business get started? What challenges did you overcome?

• Highlight your values: What do you stand for? What principles guide your decisions?

• Showcase your customers: Share stories of how your product or service has helped real people.

• Use storytelling techniques: Use vivid language, imagery, and emotion to connect with your audience on a deeper level.

5. The "One-Way Street" Mistake (Not Engaging with Your Audience)

The Mistake: Treating your brand messaging as a one-way broadcast, rather than a two-way conversation. This is especially damaging on social media, where Millennials expect brands to be responsive and engaging.

Example: Posting content on social media but never responding to comments or messages.

Instead of: Actively responding to comments, answering questions, and participating in relevant conversations.

The Fix:

• Monitor your social media channels: Regularly check for comments, messages, and mentions.

• Respond promptly and thoughtfully: Don't just give generic responses. Show that you're actually listening.

• Ask questions: Encourage engagement by asking your audience for their opinions and feedback.

• Run polls and quizzes: Make your content interactive and fun.

• Host Q&A sessions: Give your audience a chance to ask you anything.

• Show appreciation: Thank your audience for their engagement and support.

Conclusion: Refine Your Message, Amplify Your Impact

By avoiding these common brand messaging mistakes and implementing the suggested fixes, you can create a more compelling, authentic, and engaging brand experience that resonates with your target audience, builds trust, and ultimately drives business growth. Remember, your brand messaging is a continuous work in progress. Regularly review, refine, and adapt your approach based on feedback and results.