Comms and Branding Insights with Samuel Owusu-Aduomi: Messaging to influence consumer behaviour for new brands – (Part 2)

In the first part of this article, we explored various strategies that new brands can use to influence consumer behaviour through messaging. We covered essential techniques such as understanding your audience, crafting compelling brand stories and leveraging emotional triggers.

In this follow-up, we will delve deeper into additional methods that can further enhance the effectiveness of messaging and help new brands stand out in a crowded market.

New brands need to be agile in their messaging strategies, adjusting to consumer preferences, market trends and competitive pressures. By integrating these next-level tactics, brands can refine their messaging and create a lasting impact on their audience.

9. Personalisation and customisation

As consumers become more discerning, they expect personalised experiences that cater to their unique needs and preferences. Personalisation is a powerful tool in shaping consumer behaviour because it makes people feel understood and valued. New brands can leverage data to tailor messages based on customer behaviours, interests and past purchases.

For example, consider a new online retailer offering a wide range of products. Through data collection (with consumer consent), the brand can track a customer’s browsing history and offer personalised recommendations via email or website pop-ups.

The messaging could say: “We thought you’d love these based on what you viewed earlier” or “You left this in your cart. It’s still waiting for you!” This type of personalised messaging taps into the psychology of convenience and relevance, encouraging consumers to take the next step in their purchasing journey.

In another scenario, a skincare brand could use a customer’s previous purchase history to offer a tailored message like: “We’ve noticed you love our anti-aging serum. Have you tried our new Vitamin C moisturiser that complements it perfectly?” This approach adds value and relevance to the customer’s experience, making the messaging feel more like a helpful suggestion than a sales pitch.

Personalisation and customisation can significantly influence consumer behaviour by making the brand feel more relatable and attentive to individual needs. Consumers are more likely to engage with and trust brands that show they care about their preferences and past interactions.

10. Utilising influencer and ambassador partnerships

In the age of social media, influencers and brand ambassadors play a key role in shaping consumer behaviour. New brands entering the market can collaborate with influencers or establish ambassador programmes to amplify their messaging and reach a wider audience. Influencers are trusted by their followers and their endorsement of a brand can create a powerful ripple-effect.

Imagine a new wellness brand launching a line of herbal teas. Rather than relying solely on traditional advertising, the brand could partner with influencers who promote healthy living and natural remedies. These influencers could create content around the product, showcasing its benefits and how it fits into their lifestyle. The messaging here focuses on authenticity because the audience already trusts the influencer, hence the brand’s message is more likely to resonate.

Alternatively, a fashion brand targetting young adults could recruit brand ambassadors who align with its values. These ambassadors could share their experiences with the brand, post photos wearing the clothes and offer exclusive discounts to their followers.

This type of peer-to-peer marketing provides a sense of community and fosters a deeper connection with the brand. The messaging here isn’t just coming from the brand but also individuals who are seen as genuine advocates.

Influencer and ambassador partnerships leverage the credibility and trust that these figures have built with their audience. For new brands, this type of messaging strategy can provide immediate access to a larger, highly engaged audience and can help accelerate brand-awareness and loyalty.

11. Creating an engaging social media strategy

Social media has become a critical platform for new brands to engage with consumers and influence their behaviour. However, to be effective, a brand’s social media messaging needs to go beyond simply posting promotional content. Engaging with consumers in a meaningful and interactive way can foster trust and loyalty.

One way to create engaging social media messaging is by encouraging participation and conversation. For example, a new food delivery service could run a poll asking customers to vote on their favourite meal of the month.

This interaction makes the audience feel involved and gives them a sense of ownership in the brand’s offerings. A message like “Which new dish would you love to see on our menu? Vote now and get a chance to win a free meal!” invites consumers to take part in the decision-making process and deepens their connection with the brand.

Brands can also use social media to showcase behind-the-scenes content. If a new clothing brand focuses on sustainability, showing the process of how products are made, the materials used, or artisans behind the clothing can create transparency and trust. This type of messaging demonstrates authenticity, showing customers that the brand is open and honest about its practices.

Social media platforms also provide the opportunity for user-generated content. New brands can encourage their customers to share their experiences with the product, whether it’s a fitness brand asking users to post their progress or a beauty brand encouraging customers to share make-up looks. User-generated content acts as free, organic social proof – which can be a powerful influence on consumer behaviour.

Effective social media messaging is all about building relationships. Brands should aim to create interactive, authentic and fun content that resonates with their audience. By doing so, they not only increase brand awareness but also foster a sense of community and loyalty.

12. The role of pricing in messaging

Pricing is one of the most influential factors in consumer behaviour. For new brands, messaging around pricing can either encourage or discourage purchasing decisions. The way a brand communicates its pricing strategy can influence how consumers perceive the product’s value.

One of the most effective pricing strategies for new brands is offering limited-time discounts or promotions to encourage trial. A new electronics brand, for instance, could introduce a new product at a special introductory price for the first 100 customers. Messaging around this offer could be simple yet impactful: “Exclusive Launch Offer: Get 25% off when you purchase within the next 48 hours!” This sense of urgency and exclusivity can push hesitant customers to make a quick purchasing decision.

Alternatively, a new luxury brand may choose to emphasise exclusivity in its pricing. Instead of focusing on discounts, the brand could position its product as a premium offering – appealing to consumers who desire status and quality. Messaging such as “Crafted for the discerning few” reinforces the idea that the product is not just a purchase but a symbol of prestige.

New brands should also consider the long-term effect of pricing messages on brand perception. Offering too many discounts in the beginning might undermine the product’s value and make it difficult to raise prices later on. Therefore, pricing messaging should be carefully crafted to align with the brand’s overall positioning and desired customer perception.

13. Ensuring customer support and communication

Once a customer has purchased a product, the messaging should continue through post-purchase communication. Effective customer support and follow-up messaging are vital for influencing long-term consumer behaviour and fostering brand loyalty.

For instance, a new subscription service could send a personalised welcome email to new customers, explaining how to get the most out of their subscription, offering helpful tips and encouraging feedback. The messaging here is designed to make the customer feel valued, while also giving them tools to fully engage with the brand. Offering proactive customer service messaging, such as reminders or troubleshooting tips, can also ensure that customers have a positive experience and are more likely to continue using the product.

Furthermore, brands that offer a direct line of communication through messaging apps or social media channels build a more personalised relationship with customers. For example, a new pet-care brand could offer live chat support for customers who have questions about product usage or need assistance with their pet’s care. This creates a sense of accessibility and responsiveness, which increases trust and customer retention.

14. Testing and refining messaging strategies

Finally, new brands should recognise that effective messaging isn’t static – it requires constant testing and refinement. Consumer behaviour can change, trends evolve and competitors shift their tactics. Therefore, messaging strategies must be adaptable to remain effective.

Brands can test different messaging strategies through A/B testing, whereby they compare the effectiveness of different messages on a smaller sample of their target audience. For example, a new brand could test two different CTAs in an email campaign – one that emphasises urgency (“Buy now and save!”) versus one that emphasises the product’s benefits (“Experience the best sleep you’ve ever had with our mattress”). By analysing which version yields higher conversion rates, the brand can refine its messaging for maximum impact.

Beyond A/B testing, brands should also monitor feedback, track engagement metrics and listen to customer reviews to gauge the effectiveness of their messaging. If a message resonates strongly with one segment of the audience but not another, it might be necessary to adjust the approach to ensure broader appeal.

Conclusion

In this follow-up article, we’ve explored advanced messaging strategies that can significantly influence consumer behaviour for new brands entering the market. By personalising messages, leveraging influencers, creating engaging social media content, using effective pricing strategies, offering exceptional customer support and constantly refining messaging, new brands can establish strong connections with their audience, boost brand awareness and drive sales.

As the market continues to evolve, it’s crucial for new brands to be proactive in their messaging efforts. By focusing on these advanced strategies and adapting to the needs of their target audience, new brands can set themselves up for success in an increasingly competitive marketplace.

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