In today’s saturated market, a brand’s message can be what makes or breaks its connection with consumers. Yet having a strong, effective message is easier said than done. Our research has shown that audiences care more than ever about what brands say. Consumers have higher expectations, stronger fact-checking abilities, and a willingness to exchange their loyalty and business if their expectations are – or aren’t – met.
So, a huge question for marketers is how we can develop messages that not only reach the target audience across channels and platforms, but also resonate with customers long after they see them?
That’s exactly what we set out to answer, by exploring the building blocks of an effective message, and the tools you’ll need to create one that truly resonates.
Impactful Messages Versus Resonant Messages
Research indicates that there’s a clear distinction between messages that are impactful, and messages that resonate. While impactful messages might capture attention in the moment, resonant messages work across channels, campaigns and customer experiences to forge a deeper, more enduring connection with consumers. This concept, known as Message Resonance, is defined as a message’s ability to influence the opinion of a brand and its products over time.
When a message resonates, it creates an imprint in consumers’ minds, leading to lasting impressions that significantly affect purchase intent and usage. This is crucial, since survey research indicates that 81% of customers think it’s important for a brand to have a message that’s impactful enough to influence their opinion of the company and its products.
81%
of customers think it’s important for a brand to have a message that’s impactful enough to influence their opinion of the company and its products.
81%
of customers think it’s important for a brand to have a message that’s impactful enough to influence their opinion of the company and its products.
The Research Behind Resonance
To understand what drives resonance, we partnered with DISQO to get feedback from 3,000 consumers, testing 36 different types of messages across 7 industries. The goal was not only to measure which messages were most resonant, but also to dissect why some messages outperformed others.
What we found was a set of 12 characteristics, shown in the table below, that are integral to creating resonant messages.
Resonant Message Characteristics
A resonant message needs to…
Resonant Message Characteristics
A resonant message needs to…
1
Be Relatable
2
Be Clear
3
Connect Emotionally
4
Be Forward Looking
5
Be Believable
6
Be Simple
7
Be Descriptive
8
Be Hopeful
9
Be Unique
10
Meet a Need
11
Speak the Consumer’s Language
12
Be Easy to Remember
The more of these 12 characteristics that are present in a message the better. However, among these traits there are 3 core characteristics that are the most essential for creating messages that resonate with consumers:
- Meets a Need
- Connects Emotionally
- Speaks the Consumer’s Language
While the other characteristics are important as well, these three represent the best places to start for the development of any messaging framework.
The Big 3: Key Qualities of a Resonant Message
1. Meets a Need
At its foundation, a resonant message must address a genuine consumer need. This may seem like a basic requirement, yet it plays a crucial role in establishing brand loyalty. When brands effectively and consistently communicate how their products improve consumers’ lives, the message resonates more deeply.
For instance, Kellogg’s message, “Nourishing Families with Delicious Breakfast Options,” highlights how their products cater to a fundamental need: providing meals for families. Yet the effectiveness of this message lies in its ability to dive deeper. This message not only describes the product, but reassures customers that it’s nutritious, and that families (especially children), will find it delicious.
2. Connects Emotionally
Today’s consumers seek brands that strike a chord with them on an emotional level. Brands that tap into shared values or significant moments can create lasting connections. Nike, for example, has mastered this approach by positioning itself as a brand that empowers individuals to achieve greatness, regardless of their athletic background. The emotional empowerment conveyed through Nike’s messaging allows consumers to identify with the brand and feel inspired to act.
Alternatively, healthcare brands like Cologuard can also effectively connect with consumers by communicating its impact on personal health. Its message, “Early Detection for a Healthier You,” speaks directly to consumers’ desires for well-being, making it not only relevant (“Early Detection”) but also emotionally charged (“A Healthier You”).
3. Speaks the Consumer’s Language
Finally, a resonant message must speak the consumer’s language. This means having a nuanced knowledge of the audience’s values, preferences and motivations, and using that information to show that you understand them. For example, Southwest Airlines effectively conveys accessibility and value with its messaging: “Connecting People to what’s important in their lives through friendly, reliable, and low-cost air travel.” This message anticipates qualities that are important to their customers, and reassures them that their needs are being addressed.
UGG’s message, “Comfort and Style for Every Occasion,” is yet another example that reflects an understanding of modern consumers’ desires, this time for versatility and wearability. This messaging showcases a keen understanding of consumers’ need to shift seamlessly (and comfortably) from work to play, business to leisure, day to night. This message feels especially relevant given the recent, post-pandemic shift towards more comfortable clothing.
Strategies for Effective Messaging
To capitalize on these insights from our research, brands should consider the following strategies:
Think Holistically:
Brands should aim to create a cohesive messaging experience across all consumer touchpoints, ensuring consistency in communication.
Start Message Development Earlier:
Collaboration between teams should begin upstream, well before the creative process. A unified understanding of messaging goals will enhance brand coherence.
Explore Emotional Benefits:
Move beyond mere functional messaging to discover and convey the emotional connections that can strengthen consumer relationships.
Incorporate Resonance Components into Message Evaluation and Tracking:
Assess message effectiveness through the lens of the core components identified, and continue to evaluate these characteristics as messaging strategy evolves over time and consumer mindsets shift.
In an era where consumers are inundated with messages, the ability of a brand’s communication to resonate will profoundly influence its success. By prioritizing message resonance brands can forge stronger, lasting relationships with their audiences. We hope the insights from our research will serve as a guide to navigating this intricate landscape, offering a path to meaningful engagement and enduring brand.
Authors
Kyle Manlove
Partner
Kyle Manlove is a quantitative insights expert who focuses on both cutting edge and traditional approaches to solve his clients’ marketing challenges. His primary work includes segmentation, media activation, pricing and packaging, value proposition development, and various brand strategy initiatives.
With more than 15 years of experience managing studies across the globe, Kyle’s focus has been primarily in technology, entertainment, apparel, fashion, financial services, and education.
Rachel Bergstresser
Partner
Rachel Bergstresser is a marketing insights and strategy consultant with 12+ years of experience. She works across a range of industries with a passion for and focus in the pharmaceutical and healthcare space. Rachel assists clients in uncovering insights that address key challenges and inform business strategies.
Rachel is a seasoned moderator and a quantitative research expert with vast experience working with clients across the product life cycle. Particular methodologies of interest include market landscape and foundational research, segmentation and marketing communications.
Chloe Taylor
Partner
Chloe Taylor works with clients to address their marketing strategy and research needs across a variety of industries. With extensive qualitative and quantitative experience both domestically and internationally, Chloe helps her clients take research findings and develop actionable insights.
Her work has included evaluating message and advertising effectiveness, measuring brand equity, conducting consumer segmentation and refining brand positioning.
Jesse Epstein
Partner
Jesse Epstein works closely with clients to answer your most pressing questions and develop marketing strategies using research-based insights to understand the landscape. His experience ranges across industries, geographies, company size and methodology, including qualitative and quantitative research, corporate marketing, business development and workshops and presentations on various topics.
He is passionate about understanding what builds strong bonds between brands and consumers, transcending the relations from customer to partner.