in Growth & Marketing

How to use data to identify the best brand messaging

A step by step guide on how you can quantitatively identify your best brand messaging for less than $100.

Recently I was working with a client that kept changing their brand messaging and they were having trouble agreeing on the best message.

You can come up with a hundred different tag lines, go through a dozen different brand exercises, but how do you decide which one is the best without wasting thousands of dollars?

Step 1.  Come up with your different messaging options.

For example, our case study is with an AI-based baby monitor that has a mobile app that allows you to track your baby’s breathing and other vital signs.  Here are the messaging options we brainstormed:

  1. Baby Monitor elevated
  2. You’ve never seen a baby monitor like this before
  3. You’ve never seen a baby monitor this advanced
  4. The most advanced baby monitor at a price you can afford
  5. The 21st century baby monitor – unlike anything you’ve ever seen before
  6. From our lab to your home, the most advanced baby monitor ever.

Step 2. Use Facebook ads to put together a messaging test.

We targeted a 3% Lookalike audience of our 180D add to cart customers. These are people with the highest intent to buy with enough statistical presence to create a meaningful lookalike audience.

If you don’t have customers yet,  target an audience size of around 2 million that fit your ideal customer persona.

We then executed a test where we had the same ad creative for every single image, with the different heading text for each messaging text.

cocooncam brand messaging test

Everything outside of the red blocks stays the same. You should save a preset that tracks delivery, impressions, clicks, click-through-rate, cost-per-click, and relevance score like below:

brand messaging test setup

Step 3. Turn on your ads, and keep each one alive until it reaches 1,000 impressions.

It’s important to note that your ad delivery will not be all at the same time, which is why you have to manually monitor your ad sets. Once the first ad reaches 1,000 impressions, shut it off until the rest of your ads all have reached roughly 1,000 impressions.

Step 4. Analyze your results.

brand messaging test results

Brand messaging V2 was the best, “You’ve never seen a baby monitor like this before.”

It’s tempting to look at lower CPC or highest number of clicks, but what you’re looking for is highest CTR. Ads with the highest CTR give you the most traffic at the lowest CPC.

As you scale, you’ll get the most traffic and the most bang for your buck.

This test took about 48 hours and we spent a total of $74.65.  We drove 127 people to our site at an average CPC of $.59 and we identified the best brand messaging to kick off our marketing with confidence.

For more ideas on how to do growth on a budget, check out my free PDF.