Get heard. Not lost in the herd.
If your company were a person, would your customers want to hang out with you? Your brand is more than a visual, it’s also verbal. Would your brand be the loud, obnoxious guy at the bar laughing at his own jokes? Or the reserved friend who knows just when to slip in a clever quip?
Brand messaging dictates how your communication resonates with the people you want to reach. What personality does your company convey, either in a radio ad or a Facebook post? In the modern age, marketing is about building relationships. It's hard to do that when faking your way through a conversation.