THE LANGUAGE OF BRANDING: HOW TO CRAFT A STRONG BRAND MESSAGE

ABSTRACT

Crafting a strong brand message is a fundamental aspect of successful marketing. This article explores the principles of effective brand communication, including tone of voice selection, audience adaptation, and storytelling techniques. Examples of well-known companies that have successfully built strong brands through clear and memorable messaging are provided. The article also covers key strategies that help businesses establish identity and build long-term customer relationships.

АННОТАЦИЯ

Создание сильного бренд-сообщения – ключевой аспект успешного маркетинга. В данной статье рассматриваются принципы формирования эффективного бренд-коммуниката, включая выбор тональности коммуникации, адаптацию к целевой аудитории и использование сторителлинга. Приведены примеры известных компаний, сумевших построить сильные бренды благодаря четкому и запоминающемуся посылу. Также освещены ключевые стратегии, помогающие компаниям формировать идентичность и выстраивать долгосрочные отношения с клиентами.

Keywords: branding, brand message, tone of voice, positioning, marketing communication, target audience, brand identity, brand strategy, emotional connection, storytelling.

Ключевые слова: брендинг, бренд-сообщение, тон коммуникации, позиционирование, маркетинговая коммуникация, целевая аудитория, идентичность бренда, стратегия бренда, эмоциональная связь, сторителлинг.

In an era of overwhelming advertising noise, a strong brand message is the key to standing out. Every brand, from startups to multinational corporations, must communicate its identity, values, and promises clearly and effectively. At its core, branding is a collection of perceptions, emotions, and associations that consumers associate with a company, product, or service. It goes beyond the material elements of a business and includes such intangible qualities as reputation, reliability and authenticity [1].

The central element of any successful branding strategy is to create a strong brand identity [2]. This identity serves as the foundation upon which all other branding efforts are built. He embodies the unique personality, values and voice of the company, distinguishing it from competitors and evoking a response from the target audience. A brand message is the core communication that defines what a company stands for and what it offers. It is more than a catchy slogan—it is a strategic narrative that shapes customer perceptions and fosters brand loyalty.

Brand messaging serves several functions. First of all, differentiation – It sets a company apart from competitors. Second one is connection – It builds an emotional bond with the audience. And the last - consistency – It ensures a uniform brand identity across all platforms.

In the modern world, people are subject to severe sensory and psychological overload. This is due to the provision of large blocks of various information. It is continuously embedded in the consciousness of consumers, which makes them tired. 65% of consumers are continuously bombarded with advertising messages (including hidden ones) [3]. That is why it is important to consider the following components when creating an effective brand message:

1. Clarity – The message should be simple and easy to understand.

2. Authenticity – It must reflect the company’s true values.

3. Relevance – It should resonate with the target audience’s needs.

For example, Apple’s brand message revolves around innovation, simplicity, and premium user experience. This is reflected in their marketing campaigns, product design, and customer interactions.

The tone of voice is how a brand expresses itself through language. It can be formal, friendly, playful, or authoritative, depending on the audience and industry.

Brands must ensure that their tone matches their identity and customer expectations. For instance:  Nike uses an inspiring and motivational tone, reinforcing its "Just Do It" philosophy, moreover Dove employs an empathetic and empowering tone, supporting its message of real beauty.

A consistent brand voice across all platforms—social media, websites, advertisements, and customer service—strengthens brand recognition. Companies like Coca-Cola maintain a warm and uplifting tone, whether in commercials or online interactions.

Storytelling is a powerful tool in branding, helping businesses establish emotional connections with consumers. A compelling brand story answers three key questions:

1. Who are you? (brand identity)

2. What do you stand for? (brand values)

3. Why should customers care? (brand promise)

A strong narrative makes brands more relatable and memorable. Consider Patagonia, whose brand message revolves around sustainability and environmental activism. Their campaigns highlight real stories of people protecting nature, reinforcing their commitment to eco-friendly practices.

Consumers are more likely to engage with brands that evoke emotions. Tesla, for example, taps into aspirations for a sustainable future, while Airbnb focuses on belonging and community.

A brand message should be tailored to its audience. Conducting market research helps identify customer preferences, pain points, and motivations. There are many different advertisements, and from many surveys it can be concluded that some commercials annoy people and seem too annoying to them [4, p. 44].

A clear value proposition explains why customers should choose a brand. Amazon’s "Earth’s most customer-centric company" promise highlights its focus on convenience and service. A brand message should be visually and verbally appealing. Modern advertising is rarely purely verbal, the role of figurative and sound series is great in it, but to the extent that natural language is used in advertising, linguistic manipulation is also used [5, p. 76]. McDonald's uses bright colors and simple, friendly language to reinforce its fun, family-oriented brand identity.  However, brand messaging should evolve based on market trends and customer feedback. Starbucks has continuously refined its message from a coffee retailer to a lifestyle brand promoting sustainability and community engagement.

Creating a strong advertising message requires attention to several key characteristics. Here are five main ones:

1. Clarity and Simplicity

The message should be clear and easy to understand at first glance. If the audience struggles to grasp the meaning quickly, they lose interest. A simple formulation helps convey the idea effectively.

Example: Instead of a complex phrase like "Our natural products contribute to better health thanks to organic ingredients," it's better to say "Natural products for your health."

2. Uniqueness and Memorability

The message should stand out from competitors and be easy to remember. Use original phrases, unusual wording, or vivid imagery.

Example: M&M’s slogan "Melts in your mouth, not in your hands" highlights a unique product feature and is highly memorable.

3. Emotional Engagement

People make decisions based not only on logic but also on emotions. The message should evoke feelings such as joy, trust, desire, or even nostalgia.

Example: "Taste the flavors of childhood" evokes warm memories and builds an emotional connection with the brand.

4. Clear Positioning and Benefits

Consumers should immediately understand what benefits they will get—whether it's saving time, money, improving health, or simply experiencing pleasure.

Example: "Delivered in 15 minutes—dinner is ready!" clearly communicates the benefits: speed and convenience.

5. Call to Action (CTA)

The message should encourage a specific action: buy, subscribe, sign up, or try. Without a clear CTA, the audience may be interested but not take any steps.

Example: "Order now and get 20% off!" motivates immediate action.

The effectiveness of the text of an advertising message more often depends on the target audience to which it will be directed, on the format and uniqueness of the information of the message itself. In the course of numerous studies in identifying effective advertising text, the cognitive aspect played a great role for the creators and its final result was considered, and for consumers reading the message, the emotional aspect was more important. The creators of the book "One Hundred Percent Storytelling" advise to establish a balance between rational and emotional communication, and this is where the potential for influencing the audience will be. [6, p.4]

According to A.N. Nazaykin, an advertising text can be called effective if the following criteria can be attributed to it: sensitivity, validity, reliability and materiality [7].

A strong brand message is essential for business success. It differentiates a company, fosters emotional connections, and ensures consistency across all communication channels. By defining a clear brand voice, using compelling storytelling, and continuously refining their message, brands can establish a powerful presence in the market.

Companies that master brand messaging—like Apple, Nike, and Patagonia—prove that the right words can create lasting relationships with customers. Whether a brand is new or well-established, investing in a strong and authentic message is a crucial step toward long-term success.

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