Have you ever noticed that branding and marketing seem to be used almost interchangeably? Or that what people really want to do is get more customers or make more money, but isn’t that really sales? Confused much? We don’t blame you.
While this may feel overwhelming at worst and mysterious at best, understanding the difference between these key areas is not only necessary, it is actually critical.
Heres the deal: in a thriving business, branding, marketing, and sales are the dynamic trio that influence the actions of each other. But how do they differ, and which one should you focus on first? Let us help you break down the difference between each one so you know where you should spend your time to grow your business right now.
Effective marketing communications require balancing brand messaging and sales messaging. While these two types of messaging serve related purposes they have some key differences that marketers must understand. In this article we’ll compare brand and sales messaging, when to use each approach, and how to blend them for optimal marketing results.
What is Brand Messaging?
Brand messaging communicates what a company or product stands for It shapes brand identity by conveying the values, personality, and positioning of the brand The goal is to build awareness, affinity, and trust among target audiences.
Some characteristics of effective brand messaging include
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Abstract and emotional – Brand messaging focuses on intangible ideas that connect emotionally rather than logically.
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Aspirational – It presents an idealized vision that customers can identify with.
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Long-term outlook – Brand messaging aims to build relationships and loyalty over time.
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Personality-driven – The brand persona is reinforced consistently.
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Unique selling proposition – Messaging articulates what makes the brand special compared to alternatives.
Examples of brand messaging:
- Apple: “Think Different”
- Nike: “Just Do It”
- Coca-Cola: “Open Happiness”
The consistency of these memorable slogans has helped build strong brand recognition and affinity with target audiences. While abstract, they communicate the core identity of each brand.
What is Sales Messaging?
In contrast to brand messaging, sales messaging focuses directly on persuading audiences to make a purchase. It highlights specific products, pricing, promotions, and calls-to-action. Sales messaging is more tangible, immediate, and conversion-driven.
Some defining characteristics of sales messaging:
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Specific and logical – Details like product features, pricing, and offers are communicated.
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Promotional – Special offers and limited-time incentives are emphasized.
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Direct response – Messaging drives immediate action and sales conversions.
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Product-focused – Details and benefits of specific products are highlighted.
Examples of sales messaging:
- “50% off this weekend only!”
- “Buy 1 get 1 free”
- “Get up to $500 off when you trade in your old device”
Sales messaging gives audiences compelling reasons to make a purchase directly. While brand messaging builds a foundation, sales messaging converts interest into sales.
When to Use Brand Messaging
Brand messaging is most effective when a company wants to:
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Launching a new brand – Introducing a new brand requires building awareness and affinity from scratch. Emotional, aspirational messaging quickly establishes brand identity.
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Rebranding – Refreshing or repositioning an existing brand benefits from brand messaging to redefine the brand in audience’s minds.
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High-involvement purchases – For big-ticket or rare purchases, emotional connections and trust are very influential. Brand messaging builds relationships.
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Established competition – When competitors are entrenched, brand messaging helps differentiate and carve out a unique niche in the market.
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Reach new demographics – Expanding to new market segments relies on brand messaging tailored to new audiences.
The underlying goal of brand messaging is shaping perceptions. It provides an identity that audiences can connect with before sales even enter the picture.
When to Use Sales Messaging
Sales messaging works best when:
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Promoting specific offers – Temporary discounts or giveaways justify a hard sales push.
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Introducing new products – Sales messaging highlights the features and benefits of new products.
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Targeting existing customers – Upselling existing customers capitalizes on familiarity with the brand.
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Driving immediate response – Time-sensitive offers warrant an emphasis on sales conversion.
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Low-involvement purchases – For routine, low-cost purchases, straight sales messaging performs well.
Sales messaging injects a sense of urgency and prompts action from audiences. It maximizes results in the short term.
Blending Brand and Sales Messaging
The most effective marketing communications plan combines brand and sales messaging. Here are some tips for finding the right balance:
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Lead with brand messaging – Build awareness and affinity before turning to sales. Don’t jump right to selling without context.
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Consistent brand voice – Maintain a steady brand identity even when using sales messaging.
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Reinforce positioning – Sales messages should align with and reinforce your brand’s persona, values and positioning.
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Ladder strategy – Start communications with brand messaging, then move progressively towards sales messaging at logical points.
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Review messaging mix – Assess messaging occasionally to ensure sufficient attention to both brand and sales.
With a strategic approach, brand and sales messaging complement each other. Brand messaging builds the foundation while sales messaging drives action. By blending both effectively, marketers can achieve short-term sales results while still supporting long-term brand building.
Brand and sales messaging should work hand-in-hand even though they have distinct characteristics and goals. Brand messaging shapes perceptions and identity. Sales messaging promotes action and conversion. Smart marketers utilize both, combining emotional connections and persuasive product details. A balanced mix of brand and sales messaging connects with audiences and drives meaningful business results. Just remember – brand before sales, emotions before logic, relationships before transactions.
This Marketing Message Works Every Time
What is the difference between a brand message and a marketing message?
Essentially it comes down to this: Your brandmessage is the overall story and image of your business. Your marketingmessage is how you package that story and image into compelling reasons why your target audience should buy your products, use your services, follow you on social media or any other actions you want them to take.
What is brand messaging?
Brand messaging is how you communicate your business’s unique value, mission, and personality. Nearly all external and internal communication surrounding your business falls under your brand messaging.
What is a brand message & why is it important?
You must first nail down your brand message. This informs your sales messaging and all aspects of your customer-facing communications. Your brand message is the overall story that your company and products are telling, as well as the specific style and manner in which you tell that story.
What are the different types of brand messaging?
There are two different strategies to brand messaging: internal and external. Your internal brand messaging determines how individuals, teams, and executives communicate about your company to each other. External brand messaging dictates how you communicate to customers and the general public.
