Branding and Message Strategies

Question: Discuss about the Branding and Message Strategies. Answer: Introduction Branding is the most significant aspect in any business, no matter small or large, retail or B2B. An effectual brand messaging strategy gives a key edge in the gradually increasing competitive market (Tsimonis Dimitriadis, 2014). Brand messaging addresses all the verbal and written statements, which is able to define the goal of the brand in a quick manner. The brand message strategies have helped several brands to position in the market. The brands, new arrivals or an older one in the consumer market, own a specific idea to aim the target consumer market and this messaging of the idea makes sure that the target market knows the what exactly to expect from the brand. Good brand messaging gives the brand a competitive positioning and takes the brand strategy to the next level. Carefully crafted brand messaging can strengthen the value proposition of the brand and gives the consumers reasons to buy its products. It is quite easy for the brand to communicate to the consumers regarding its value through bran messaging strategies (Fransen et al., 2015). However, poor brand messaging tend to confuse the consumers and can be contradictory with its own previously followed strategies. Without the consistent bran strategies there might be a serious confusion among the team members within the organization as well. For instance, the brand Dove promotes the achievable, realistic beauty, so, if the brand starts using glossed up super models for their branding, the consumers will seem to have disconnected from the brand. As a consumer I will not fall for the brand if it promotes the superficial beauty concepts in the name of natural beauty. In fact Dove has faced several criticisms as it has opted only for the Caucasian blue eyed women as their models. The brand message strategies should also ensure that it puts a relevant message in front of the target audience. Therefore, before a brand starts defining their brand strategy, it needs to identify the messages to convey and m ap the marketing strategies and the strategies are very much significant for the positioning of the brand in the consumer market. Reference List Fransen, M. L., Verlegh, P. W., Kirmani, A., Smit, E. G. (2015). A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them.International Journal of Advertising,34(1), 6-16. Tsimonis, G., Dimitriadis, S. (2014). Brand strategies in social media.Marketing Intelligence Planning,32(3), 328-344.