5 Signs it’s Time to Rethink Your Brand Messaging
By David Moncur
If you’re reading this blog, you probably already understand the importance of having strong brand messaging layered throughout your company’s communications. What might not be so clear is how to know when it’s time to invest in a messaging overhaul. Having been in this business for over three decades, I’ve picked up a trick or two (or five) to help companies like yours know when it’s time to make some updates.
1. It’s been some time.
I always recommend that companies evaluate and update their messaging at least every two years. A lot can happen in that time. Words or phrases that were important or meaningful when your messaging was created may now be outdated and irrelevant. Maybe your customers’ buying behaviors have shifted and your sales team is stuck with sales materials that just miss the mark. From a cultural perspective, you’ve surely had employees come and go—your messaging may not align with the company you are today. And whether or not it feels as though your company has changed, there’s no doubt that your competition has. If you’re not keeping up with the pace of change in your industry, you’ll quickly fall behind.
2. Big changes are happening.
Here at Moncur, we work with a lot of companies that are dealing with major change. Some are about to embark on an exciting acquisition or merger that will change seemingly everything. Others are about to ring the NASDAQ bell as they go public. In some cases, the changes to come are clear, and companies find it beneficial to revisit their messaging prior to making their big announcements. Other times, companies prefer to wait for the dust to settle. Either way, the change needs to be addressed, and the best place to start is with messaging.
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3. Your message lacks clarity.
When someone is introduced to your brand, they should know in an instant who your company is and what you do. If they have to work to find that answer, you’ll lose them. In most cases, your communications should lead with what we call your identity: the simplest, most distilled version of “who you are.” The rest of the details should follow in a logical, clear order. However, identifying that order is often easier said than done. Many people are surprised when I say that our messaging process isn’t a creative writing project, rather it’s an information architecture project and a highly strategic endeavor. That’s because we’re hyper focused on creating clarity and getting that hierarchy right, right from the start.
4. Your brand feels unremarkable.
I believe success comes from standing out—intentionally, and with purpose. It’s a motto I live by in my personal life, and what we do for our clients at Moncur; how we help their businesses grow. It’s possible that your brand had a differentiated position in the past, but maybe the competition has caught up to you. Maybe “your cheese has moved" and you’re struggling to pivot. Between our intelligent messaging process and deep expertise in specific industries, we’re able to extract and define true differentiators that, when strung together in a compelling way, will make a brand feel remarkable again.
5. The language doesn’t feel authentic or conversational.
People so often underestimate the power of getting the words just right. Your messaging should be a reflection of your brand at its core, and it should communicate with your audiences in a way that feels true to who you are as a company. It shouldn’t be filled with industry jargon or marketing buzzwords. It shouldn’t feel forced, or disconnected, or overly corporate. If what I’m describing sounds like your current communications, it’s time to bring your brand back to life with language that’s authentically you.
So, what’s the diagnosis? Is it time for you to rethink your messaging?
If so, I want to be honest with you. Updating your brand messaging—and doing it right—is a commitment. To ensure that it accurately reflects the company you are today, and does so in a way that differentiates you from the competition, takes time, expertise, and resources that many companies lack.
Fortunately, brand messaging is Moncur’s specialty. We understand the challenges that many B2B companies face, have spent the last 30+ years refining our process, and know what it takes to deliver messaging that resonates with all of your audiences. And, as an unbiased third party, we’ll do the rethinking without overthinking, resulting in beautiful communications that are both simple and compelling.
To learn more about how Moncur can help with your brand messaging initiatives, contact us today.