Does your brand messaging match?

I recently spent way too much time with a brand called NOOD.

NOOD makes sustainable, adhesive bras, boob and body tape.

They’ve got lots of great copy (I particularly love ‘Breasties with nature’). But today, I want to talk about messaging.

When I received the box containing my Noods, one of the main things the accompanying instructions promised was ‘5 inches of lift’. What a claim! This should be front and centre (if you will) of the brand’s messaging across the board.

But it wasn’t a message I’d seen while browsing the website. I’ve since gone back and checked and can’t find it mentioned anywhere.

It seems to me like NOOD needs some clarity on what their key messages are. What are the 5 to 8 things they want to become known for? The things that matter most to their customers. It might be something like:

1. Sustainable

2. Suitable for all boob sizes and skin tones

3. 5 inches of lift

4. Long-lasting

5. Easy to apply
   

Why does it matter if we’re saying the same thing on socials as we are on our packaging? Because customers are faced with thousands of brands every day. We want to keep the messages we share straightforward, clear and concise so that they have more chance of remembering us for the things that really matter. If we pitch ourselves as the sustainable brand on socials but then our packaging screams about how cheap we are, our customer is just going to get confused about who we really are and what we really stand for. If we talk about 5 inches of lift on our packaging but not on our website, it suddenly feels a little less true.

Now, if you’re a big brand with a wide range of customers, it’s true you might want a few messaging hierarchies for each customer persona. You can then use these hierarchies to guide your copy depending on where that customer’s hanging out. 

Now, here comes the shameless self-promotion, so hold on to your tits: with a brand messaging toolbox, the NOOD team would not only be clear on those key messages, but they would have ready-made copy lined up to deploy when needed. 

Wanna chat about this whole brand messaging malarky? I’d love to hear from you.