How to Create a Compelling Brand Message
On a recent episode of the Common Cents Show, we sat down with Mike Vannelli, creative director at Envy Creative, to explore the art of crafting an effective brand message. With over 4,000 commercials under his belt for big names like McDonald’s, Warner Brothers, and USAA, Mike shared actionable insights for business owners looking to stand out in a crowded marketplace.
Here’s a breakdown of our conversation:
1. Why Brand Messaging Matters
Your brand message is the foundation of how customers perceive your business. It’s not just about what you sell but how you connect with your audience. According to Mike, a well-crafted message builds trust and communicates your value in a way that resonates with your ideal customer.
Key takeaway: A clear, compelling brand message helps you rise above the noise, creating loyalty and driving engagement.
2. Simplify Your Message
Mike emphasized that businesses often try to communicate too many things at once. Instead, focus on one key takeaway per campaign.
“Customers want clarity,” he said. “If you have multiple features or products, prioritize and spotlight one to avoid overwhelming your audience.”
Pro tip: Use creative briefs to streamline your focus. This can help you identify the single message you want your audience to remember.
3. Balance Professionalism with Relatability
Over the past few years, there has been a shift toward user-generated content (UGC), like TikTok-style videos. However, Mike warns that the market is oversaturated with DIY-looking ads, and the pendulum is swinging back toward high-quality, professional commercials.
Key takeaway: Know your audience. While UGC-style ads work for some products, others require polished, professional content to stand out and convert.
4. The Importance of a Call to Action (CTA)
One of the simplest yet most overlooked elements in branding is a clear call to action.
“Your audience needs to know what to do next,” Mike explained. “Whether it’s calling, clicking, or purchasing, always include a specific CTA in your content.”
Pro tip: Place CTAs strategically at the beginning, middle, and end of your videos to maximize impact.
5. Stay Ahead of Trends
Mike highlighted the importance of adapting to changes in the digital landscape. For 2024, Google is prioritizing blog posts that combine real-world expertise with embedded video content.
Action step: Pair your blog posts with short, engaging videos. This improves SEO rankings and keeps audiences engaged longer.
6. Humor Converts
Humor, when done right, makes your brand memorable. “People go online to be entertained,” Mike noted. “Even for seemingly serious products, adding a touch of humor can improve conversions.”
Pro tip: If humor feels risky, test it in smaller campaigns before rolling it out on a larger scale.
Final Thoughts
Your brand message is your story. It’s what sets you apart and builds connections with your audience. By simplifying your message, leveraging high-quality content, and staying adaptable, you can craft a brand that resonates and converts.
As Mike put it, “You don’t need to be perfect—you just need to be authentic and clear about what makes your business valuable.”
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