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How to Craft Brand Messaging Your Target Audience Will Love
KristaJul 13, 20236 min read

How to Craft Brand Messaging Your Target Audience Will Love

Crafting effective brand messaging has become crucial for manufacturing businesses. Targeting the right audience can significantly impact a company's success. One robust framework that can help in this endeavor is Donald Miller's StoryBrand Framework

By understanding this framework and implementing its principles, manufacturing businesses can create brand messaging that resonates with their target audience and drives growth. With compelling storytelling, brands can foster brand loyalty and establish themselves as industry leaders. The right message is critical to cultivating long-term customer relationships, ultimately driving sustainable growth and competitive advantage.


Understand Your Target Audience

Knowing what to say starts with knowing to whom you are speaking. Before diving into crafting brand messaging, it is essential to understand the target audience. 

Your audience is more than just demographics; think more about their experiences. Depend on customer behaviors to create a message that truly resonates. By gaining insights into their pain points, desires, and preferences, businesses can tailor their messaging to address these issues effectively. Understanding the audience's motivations and aspirations helps companies create messaging that connects with them on a deeper level.


Powerful Brand Messaging By Telling a Great Story

Storytelling is a powerful tool in marketing and brand messaging. People are naturally drawn to backstories as they create emotional connections and engage our minds. Through storytelling, manufacturing businesses can make their brand relatable and establish a genuine connection with their target audience. Donald Miller's StoryBrand Framework focuses on harnessing the power of storytelling to make brands more relatable and memorable.

StoryBrand Framework

The 7 Elements of the StoryBrand Framework

At the core of the StoryBrand framework are seven key elements that guide businesses in crafting effective brand messaging. These elements create a compelling narrative that resonates with the target audience.


1. Character

In this context, the target audience is the hero of the story. When marketing your products or services, they should never be the focus. Manufacturing businesses must position their audience as the central figure and focus their messaging on addressing their needs and desires. Speak about your offerings in terms of how they improve the lives or businesses of the audience. 


2. Problem

Simply presenting your products or services won't help your audience connect with your brand. Identifying and addressing the challenges and pain points the target audience faces is crucial. By highlighting these issues, businesses can establish connections and demonstrate their understanding of the audience's struggles. They must see the relationship between their needs and your offerings.


3. Guide

Your brand shouldn't appear to be "selling" to your audience. It should serve as the authority that can help them find solutions. Manufacturing businesses should position themselves as the guide, offering expertise and support to help the audience overcome their challenges. This role establishes trust and positions the company as a valuable resource.


4. Plan

Manufacturers should make the buying process easy. Lay out the road map, presenting a clear plan or solution to address the audience's needs. This step showcases the business’s expertise and provides a roadmap for the audience to achieve their desired outcomes.


5. Calls Them to Action

Always give your audience the next steps. Compelling calls to action prompt the audience to take specific steps, such as contacting the business, purchasing, or signing up for a newsletter. Clear and actionable directives motivate the audience to engage further with the brand.


6. Success Stories

Most consumers want to know that others have been successful by partnering with or buying from your brand. Sharing success stories and testimonials from satisfied customers helps build trust and credibility. Businesses can instill confidence in their target audience by showcasing real-life examples of how the manufacturing company has positively impacted customers.


7. Failure Avoidance

While providing all of the benefits of your products or services, remember to mention the pitfalls your audience will face by not choosing to buy from your brand. Highlighting the potential negative consequences of not selecting the manufacturing business’s solution adds urgency and reinforces the importance of the firm's offerings. This aspect encourages the audience to act and avoid missing out on the benefits provided.


The Results: Character Transformation

Let your audience see the success they will find when working with or buying from your company. Capture the change the character is trying to achieve and what improvement they are working toward. This should be focused on the changes to the character specifically, not, for example, business goals.


Get Messaging Clarity Using the StoryBrand Framework as a Guide

To implement the StoryBrand Framework effectively, manufacturing businesses can follow a step-by-step guide:


Start with Guiding Audiences Through Solutions

By Identifying an audience's pain points and challenges, and spell them out to show you understand them. Then take the next step by aligning them with your offerings. Show them how your products or services solve their problems and help them overcome challenges. 

Position your manufacturing business as the guide, emphasizing your expertise and ability to solve customer problems. Make it clear that you have the knowledge and experience to solve their problems, you've done it for others, and you are prepared to do the same for them.


Providing A Detailed Plan to Act

Develop a clear and actionable plan demonstrating how your products or services address the audience's needs. Translate this plan, breaking it down into steps to help them overcome their challenges. Create compelling calls to action that guide the audience toward engaging further with your brand. Avoid repeating the same call to action; vary your call with each placement on your website and marketing materials.


Eliminating Uncertainty 

Incorporate success stories and testimonials to showcase your track record and build trust. Let your audience see others winning with your manufacturing business. Elicit the fear of missing out. List the consequences of not choosing your firm's solution, emphasizing the importance of taking action to avoid missed opportunities and potential setbacks.


Successful Brand Messaging Requires a Plan, Ongoing Testing, and Refining

Crafting brand messaging is only the first step. To ensure its effectiveness, aligning your message with your overall marketing strategy is crucial, implementing the messaging consistently across various channels. This is why knowing your audience is helpful — you need to know the channels and platforms they engage with most. 

Consistency helps reinforce the brand identity and ensures a cohesive experience for the audience. Maintaining a consistent brand voice is equally important, as it helps to build recognition and trust. Testing the brand messaging is an essential part of the process. 

You should regularly evaluate the impact of your message across all channels and adjust as needed. A/B testing different messaging variations can provide valuable insights into what resonates most with the target audience. This involves monitoring key performance indicators, analyzing customer feedback, conducting surveys, and analyzing data that will enable businesses to make necessary adjustments and refine their messaging for optimal impact. 

By continuously refining your brand messaging based on real-time data and insights, you can adapt to changing consumer preferences and ensure your messaging remains relevant and compelling.


Let Us Help Tell Your Powerful Brand Story

Crafting brand messaging that resonates with your target audience is essential for the success of manufacturing businesses. We start by implementing a framework like StoryBrand which allows us to create compelling narratives that engage and connect with your audience on a deeper level. Understanding the target audience, leveraging the power of storytelling, and following the seven key elements of the framework helps businesses craft brand messaging an audience will love.

In a competitive market, the StoryBrand framework provides a powerful tool for manufacturing businesses to differentiate themselves and build meaningful connections with their target audience. Krista, our StoryBrand certified guide, will help you embrace the power of storytelling and the StoryBrand framework to create brand messaging that captures the hearts and minds of your audience, propelling your business to new heights.Schedule a Meeting with Krista



Co-founder & VP, Client Services at TANK New Media.