3 Important Aspects of Your Brand That You’re Overlooking

Author: Whitney Koch

Is your brand built out to its entirety? If you haven't considered how messaging fits in, the answer is definitely, "No."

Welcome to the world of branding, where the art of persuasion meets the science of connection. In such a crowded marketplace, it’s challenging for businesses like yours to stand out from the competition. This is why your company’s brand is so important. You might think your brand is just the company logo or tagline, but it encompasses so much more than that! Your brand is the representation of your business. It’s the heartbeat that resonates with your audience. 

In this blog post, we’re going to delve into three often overlooked aspects of branding that can make a world of difference. Understanding these aspects and putting them into action can help take your brand from ‘good’ to ‘unforgettable.’ Are you ready to discover the secrets of messaging, emotional connection, and brand voice? Let’s go! 

Messaging: The Language of Your Brand

Messaging is the carefully crafted language that forms the backbone of your brand’s communication strategy. It should reach beyond the tagline and infuse all forms of communication. 

Consistency: The Thread that Binds

Consistency is key in the world of branding, and messaging is the glue that holds it all together. Imagine if you received mixed signals from a friend – it would be confusing and hard to trust. The same principle applies to your brand. When your messaging is consistent across all touchpoints – be it your website, social media, or even your customer support interactions – you build a sense of trust and reliability with your audience. 

Creating a More Holistic Brand

Your brand is more than just the sum of its products or services. It’s an experience, a story, a promise. Effective messaging helps to convey this bigger picture. Your brand is your company’s personality. Just as your personality sets you apart from everyone else, your brand is what sets you apart from your competitors. When you effectively use your brand to communicate your company’s values and vision, you make a memorable impression on your audience. 

Communicating the Most Important Parts

We’re all experiencing information overload; it’s crucial to distill your brand’s essence into clear and concise messaging. What are your company’s core values? What unique solutions do you offer? What problems do you solve? Your brand messaging should succinctly answer these questions so your audience can easily understand the value you bring. 

Deeper Connections with Customers

When done right, messaging can go beyond the surface and strike a chord with your audience on a deeper level. Effective messaging can make your brand feel like a trusted friend, someone who “gets” them. This deeper connection leads to brand loyalty and advocacy – the holy grail of any successful business. The cornerstone of your brand identity is your messaging. 

Your messaging is how your brand speaks to the world: it has the power to shape how your audience perceives and interacts with you. It’s important that you thoughtfully craft and refine it. 

Emotional Connection: The Heartbeat of Your Brand

You might think people make decisions based on logic, but really it’s emotions that are in the driver’s seat. That’s why it’s essential for your brand to emotionally connect with your audience. A strong emotional connection is what transforms casual customers into passionate advocates. 

Remembering Your Brand

Think about the brands you love. Chances are, they evoke some form of emotion in you. Maybe it’s the feeling of excitement when you see that iconic logo, or the sense of comfort when you interact with their products. These emotional triggers are what make a brand memorable. When your brand creates a positive emotional experience, it lodges itself in the memory of your customers, ensuring they come back time and time again. 

Fostering Positive Connections

When your customers have a positive emotional connection to your brand, they’re more likely to become repeat customers and brand advocates. Loyal customers are more likely to positively share about your brand, and they’re more willing to forgive mess-ups. Fostering positive connections with customers through your brand is all about building a relationship built on trust and mutual appreciation. 

Top of Mind Awareness

In a sea of options, being top of mind is invaluable. When customers have an emotional connection to your brand, they’re more likely to think of you first when they need your product or service. They become advocates, recommending your brand to friends and family, and singing your praises on social media. This kind of organic, word-of-mouth promotion is gold for any business. 

Creating Emotional Connections: A Few Examples


Share stories about your brand’s journey, its values, or the impact it’s making in the world. Humans long for connection–use storytelling to help your customers feel connected to your business.


Tailor your interactions to individual customers. Remembering their preferences and addressing them by name can go a long way in making them feel valued.

User-Generated Content

Whether it’s online reviews or social media posts, ask and even incentivize your customers to share their experiences with your brand. You can then repost their content as a sign of appreciation and a form of social proof. Additionally, user-generated content can foster a sense of community.

Surprise and Delight

Sometimes small gestures make the biggest impression. Personalized thank-you notes or exclusive discounts might not seem like much, but they can go a long way in building an emotional connection with your audience. 

Positive experiences and emotions are what make you memorable, setting your brand apart and keeping customers coming back for more. Infuse your branding efforts with emotion, and watch your business thrive. 

Brand Voice: Your Unique Signature

Imagine your brand is a person. How do they speak? What’s their sense of humor like? Are they serious and professional, or fun and quirky? This ‘personality’ is what we call your brand voice. It’s the tone, style, and character that permeates all your communications. 

The Importance of a Brand Voice Guide

A brand voice guide is like a roadmap for your brand’s personality. It outlines the specific traits, language, and communication style that align with your company’s values. Having this guide is like having a trusted compass to help you navigate the vast landscape of messaging possibilities. It keeps your voice consistent, ensuring that no matter where or how your brand speaks, it remains true to itself

Benefits of a Clear, Consistent Brand Voice

Makes Messaging Development Easier

When you have a clear brand voice, crafting messaging becomes a breeze. It provides a framework that streamlines the process, allowing you to focus on what you want to say rather than how to say it.

Helps You Communicate Your Personality Easily

Your brand’s personality should be reflected in every interaction. Yes, every interaction. A well-defined brand voice ensures that whether it’s an email, a social media post, or a customer service call, your brand’s character is always present.

Helps Consumers Identify Your Brand

Your brand voice isn’t just for external communication; it also influences your internal culture. It sets the tone for how your team communicates with each other and with customers, creating a unified and cohesive brand experience.

Helps Guide Your Company Culture

Your brand voice isn’t just for external communication; it also influences your internal culture. It sets the tone for how your team communicates with each other and with customers, creating a unified and cohesive brand experience.

Shapes Customer Memory of Your Brand

The way customers remember your brand is heavily influenced by your brand voice. A positive, consistent experience creates strong brand advocates. On the flip side, inconsistent or confusing messaging can lead to brand disillusionment. 

Your brand voice is the heartbeat of your communications. It’s the personality that brings your brand to life and makes it relatable. By defining and consistently using your brand voice, you not only establish a clear identity, but you also create a memorable, lasting impression that resonates with customers. So, let your brand voice be the melody that sets your brand apart in the symphony of the marketplace. 

Elevate Your Brand With These Overlooked Aspects

In the world of branding, it’s easy to get caught up in the visuals and forget about the deeper, more impactful elements. Today, we’ve explored three often-overlooked aspects of branding that can revolutionize your business: messaging, emotional connection, and brand voice. 

Messaging is the language of your brand; it should paint a clear picture of who you are, what you stand for, and why you matter. It provides the consistency and clarity that build trust and reliability.

Emotional connection is the intangible thread that weaves your brand into the memories and emotions of your customers. This connection fosters loyalty, advocacy, and lasting relationships.

Brand voice is your brand’s unique signature, the personality that resonates through every communication. It guides not only what you say but how you say it, creating a unified experience that’s easily recognizable and relatable.

Understanding, enacting, and refining these aspects of your brand will go a long way in building deep connections with your audience.

Ready to Up Your Branding Game? Join Us for Our Next Webinar!

If you’re as passionate about branding as we are, we invite you to join our upcoming webinar hosted by Keystone Click. Our experts will go deeper into the importance of branding and provide insights and tips you can apply to your business. Register now to secure your spot

Remember, your brand is not just what you sell; it’s the story you tell, the emotions you evoke, and the connections you forge. Here’s to making your brand not just memorable but truly unforgettable!