In today's marketing world, where consumers are bombarded with information daily, a business's mere presence on the Internet is not enough. What truly matters is: what message are you conveying? And does that message resonate with your customers' hearts?
To achieve this, content is the most powerful tool. An intelligent content strategy will help businesses convey their brand message in a subtle, clear, and effective way, thereby increasing awareness, building trust, and driving conversions.
What is a Brand Message?
A brand message is the core content that a business wants to convey to its customers. It could be:
- Vision, mission
- The value that the product/service brings
- The reason you exist in the market
- The difference compared to competitors
This message is not only present in the logo and slogan, but also consistently expressed in all content that the brand creates: website, blog posts, social media posts, videos, emails, advertisements, brochures...
Why is Content Core to Delivering Brand Messaging?
If a brand is a person, then content is the "language" to communicate and express personality. A message, no matter how good, if not presented correctly, will not impress, evoke emotion, or encourage action.
💡 In other words, content is the means to deliver the message to the right person – at the right time – in the right way.
For example:
- Message: “A web design brand that accompanies SME businesses.”
- Effective content: A series of blog posts sharing web design experiences, combined with successful customer case studies, builds trust and encourages purchase decisions.
Elements of Effective Brand Messaging Content
Understand the core message: Before writing content, you need to answer the questions:
- What problem is my business solving?
- Who is the target customer? What are they interested in?
- What do I want them to remember about me?
📌 Tip: Write the brand message in 1–2 concise sentences. This will be the guiding principle for all subsequent content.
Determine the appropriate tone and style: Tone of voice is how you talk to customers:
- Serious or humorous?
- Friendly or professional?
- Brief or in-depth analysis?
Choosing the right tone will help convey the message in a way that customers can easily accept.
📌 Example:
- High-end fashion brand → formal, sophisticated tone
- Beverage brand for young people → cheerful, approachable tone
Embed the message naturally
Don't "stuff" slogans or visions like a flyer. Let the content tell stories, guide, and share – so that the brand message gradually "seeps" into the reader's mind.
For example: Instead of writing "We are the leading web design brand", tell the story:
"Customer A only had 3 weeks to launch a website. The MIMA team worked with them overnight and delivered results beyond expectations. That's why we don't just design websites – we also accompany your business dreams."
Create emotions – the element that activates connection: People don't make decisions only with reason – but with emotions. Content that wants to convey an effective message must evoke emotions: trust, inspiration, understanding…
📌 An inspiring article about the entrepreneurial journey, a viral video full of humanity… is how the brand message is "remembered" for a long time.
Synchronize messages on all platforms: From website, social media, email marketing, advertising – all content needs to:
- Use a common tone of voice
- Use consistent brand keywords
- Not contradict or be offensive to the original orientation
💡 This is why large businesses always have brand content guidelines – and MIMA can help you build that.
Content Formats That Effectively Convey Brand Messages
About Us Article
- The “About” page is where customers understand who you are and whether you are trustworthy.
- Should tell a story (Storytelling)
- Emphasize vision – mission – values
- Embed emotions and personalization elements
Knowledge Sharing Blog
- Express expertise and brand value
- Helps customers see that you understand the market and their needs
- Build trust through useful content
📌 Each blog post should end with a "small action" (CTA) to guide customers: "Need web design advice? Contact MIMA now!"
Media Videos, TVCs, short-form
- Convey strong emotions in a short time
- Helps the brand message become vivid and memorable
For example: Instead of just saying “We provide optimal solutions”, make a case study video – old customers share their transformation journey thanks to your solution.
Infographic / Presentation Slide / Publication
- Convey the message in a visual and easy-to-understand way
- Suitable for use in promotions, conferences, and sales materials
Email marketing / Automation content
- Nurture customers through a series of information
- Each email is an opportunity to remind and deepen the brand message
For example: Send 1 tip to optimize your website every week, with the message "MIMA is always with you to help you grow sustainably".
Case study: MIMA and the brand message "Accompanying digital transformation businesses"
MIMA TRADING AND SERVICE CO., LTD has positioned itself not simply as a web service provider, but as a companion to businesses on their digital transformation journey.
Content strategy:
- Write blog posts sharing practical knowledge: designing standard UX/UI websites, choosing hosting, optimizing page loading speed…
- Social media tells real customer stories – real solutions
- Periodic emails provide free advice on each step of digital transformation
- Maintain a professional – friendly – easy-to-understand tone
💡 Result: Customers remember MIMA not only as a “web design company” but as a friend who understands them and stands by them for a long time.
Common Mistakes When Writing Content to Convey Brand Messaging
❌ Writing rambling, unclear messages
→ Solution: Always start by defining clear goals.
❌ Using overly cliché, stereotypical language
→ Solution: Write as if you are talking to a real customer, avoid “patterned” PR.
❌ Each platform is different – lacking uniformity
→ Solution: Build brand voice guidelines, clearly assign tasks within the content team.
❌ Only write for SEO, not for the reader's experience
→ Solution: Balance between SEO keywords and inspiring content quality.
How to build a content system that conveys a clear brand message?
Step 1: Define the core brand message
Create a short slogan – then develop it into a long story throughout the content.
Step 2: Classify content and goals for each type
Website → convey professionalism
Facebook → convey emotions
Email → nurture relationships
Step 3: Build a periodic content plan
Schedule blog posts, social media posts, email content… to repeat the message naturally and effectively.
Step 4: Track and measure effectiveness
Based on metrics such as reading time, interaction, and conversion to optimize the content strategy.
MIMA – Strategic Content Writing Partner for Vietnamese Brands
With many years of experience in website design, content creation and brand building, MIMA TRADING AND SERVICE CO., LTD is proud to be a companion to hundreds of small and medium-sized businesses in Vietnam.
MIMA provides:
- SEO content writing services according to brand messaging
- Brand voice consulting, long-term content planning
- Multilingual content translation: English, Japanese, Korean, Chinese
- Companion in media campaigns – promotion
📞 Don't let your brand message stop at… a PowerPoint file. Turn it into a lively and engaging content ecosystem with MIMA.
Contact Information
MIMA TRADING AND SERVICE CO., LTD
📍 Address: Hoc Mon, Ho Chi Minh City
📞 Hotline/Zalo: 0909 035 333
📩 Email: info@mimadigi.com
🌐 Website: https://mimadigi.com
In today's competitive world, having a clear and consistent brand message is the foundation of survival. And to convey that message effectively, content is the strongest bridge between businesses and customers.
If you need a team to accompany you on your brand building journey – let MIMA help you spread your message to the right people, in the right way and at the right time.
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