As a consumer — and a marketer — one of my favorite brands to watch is Taco Bell. In the last five years or so, Taco Bell has begun making strides in its brand messaging.
The brand has reinvented itself on social media, introducing a new, bold personality. With its food, packaging, marketing campaigns, events, philanthropic efforts, and interior design, Taco Bell reinvented itself into a full on lifestyle brand.
Doing this — telling a compelling brand story through messaging — isn’t easy.
Marketers need to have an entire brand identity to communicate what their business does, what it’s about, and why it’s different. Oh, and it needs to resonate with people and strengthen your company’s values and reputation.
This is because, according to research from Bergische University, brands produce similar feelings as the ones we feel when we like someone. So, we actually feel similarly about brands as we do about people.
That’s why marketers need to craft brand messaging that their audience can relate to.
Below, let’s review brand messaging — what it is and a framework to get started.