Como você testa e itera a mensagem e o posicionamento da sua marca para novos produtos?

Clearly define your goals and metrics before testing brand messaging. Establish measurable objectives, such as awareness, engagement, or conversion rates. Metrics should align with your overarching business objectives, providing a quantitative basis for evaluating messaging effectiveness.

Agree, goals and metrics need to be defined, but also comes brand proposition in first place. What is our brand standing for? What are the messages we are giving internally and externally?

In my experience defining clear goals and metrics is a fundamental step in shaping sustainable brand positioning. Its also crucial that your clearly articulate what you intend to achieve with your messaging strategy. This can be boosting the brand awareness, driving more sales or leads. Pinpointing the key metrics that will serve well as indicators allows to measure the effectiveness accurately. This strategic clarity is important.

Identify target segments and personas meticulously. Understand their needs, preferences, and pain points. Tailor messaging to resonate with each segment, ensuring a personalized approach that maximizes relevance and connection.

In addition to traditional methods like surveys and focus groups, consider using social media analytics and monitoring tools to gain real-time insights into your target audience's conversations, sentiments, and preferences. Analyzing online interactions, comments, and discussions related to your industry or similar products can provide valuable data for refining your brand messaging and positioning. Social listening allows you to tap into the unfiltered opinions and trends within your target segments, helping you stay agile and responsive to evolving customer expectations.

In my opinion an important step in crafting an effective and long lasting marketing strategy involves identifying your target segments and also the personas. Develop a comprehensive understanding of your target audience and their priorities ans also detailed customer personas that accurately describe the segments within your market. This massive strategic approach enables you to finetune your messaging, aligning it with specific needs and preferences and enhance the presence of your communication with the target audience.

Understanding who are you speaking to is also one of the core steps to define a strategy. Without a strategy you are not aiming at nothing tangible, so the steps should always be Identifying (persona, key messages fo rthat audience), Planning (what to do, which channels), then execute.

In my experience, the art of successful brand communication are lying in a compelling value proposition and key messages. Kind of like a magnetic narrative that portrays what sets your product apart. Condense this essence into a set of key messages, where each message highlights the core benefits and features of your product. This approach not only shares your UVP but also sparks a lasting connection with in the minds of your target audience.

Develop a compelling value proposition that highlights the unique benefits and solutions offered by your new products. Craft key messages that resonate with your target audience's pain points and aspirations.

Crafting your value proposition and key messaging is critical for your product communication strategy. These messages must resonate with your target audience and set your product apart, so ensure your messaging is consistent and clear across all channels. 1 Conduct A/B Testing: Test different versions of your value proposition and key messages on your website, in email campaigns, or advertisements to determine what resonates with your audience. 2 Measure Results: Observe how your audience responds to different messaging. Monitor reactions, comments, shares, and likes to gauge how well your message is received. 3 Solicit Feedback: Use online platforms to provide insights and feedback on your messaging.

Conduct market testing and experiments to gauge the effectiveness of your brand messaging and positioning. Utilize methods such as surveys, focus groups, A/B testing, or concept testing to gather feedback and insights from your target audience.

Testing brand messaging and positioning can be a fun thing. Imagine the platforms as TT, YT, and SC, how many messaging perspectives can be seen for the same products? Why do we want to place a brand in a box and prescribe it to one audience, if it can be fun and appealing for so many, just, in very different ways, thanks to different messaging and personas? Test through the user's perspective is an effective method.

Social Listening shouldn't be forgotten either: Conversations about your brand and competitors should be monitored on social media platforms. You should also be identifying emerging trends and being able to adapt messaging quickly and engaging with customers on social media. Responding to comments and questions not only gathers feedback and helps to build relationships but allows the brand to be seen as approachable and friendly.

Analyze the results of your testing phase and identify areas for improvement or optimization in your brand messaging and positioning. Make iterative adjustments based on the feedback received to enhance relevance, clarity, and resonance with your audience.

If you are testing the messages, you definitely need to measure. Do some research about ad recall and brand positioning for every brand proposition you share.

When it comes to refining your brand message and product/service positioning, there is no substitute for getting out there and sharing your message on social media. The more you share, the more feedback you will get, and the more you will realise what it is that you actually want to share. Sometimes it’s not what you think. Be a willing participate. Notice what resonates, notice what doesn’t. Get curious. Start conversations. Try different ways of reframing your message. And don't hold back from getting started because you don't have your message nailed. Commit to practicing, showing up and being an eager student ✨

Agree with the views shared here. The only way is to be consistent and put your brand out there. Iterate and Optimize based on the feedback. Just showing up every day and doing a bit of small-scale testing takes you far in the long run. Keeping in mind the interests of target audience, we would be able to achieve the desired outcomes by rethinking and positioning of the brand.