Brand messaging is an important marketing strategy that tends to work even on a long-term basis. In other words, if you wish to build a loyal customer base for your company or want to increase your brand awareness to fetch new customers, then brand messaging can help you to a great extent. In simple terms, this marketing strategy is all about helping your audiences form a strong connection with your brand. It is the strategy whereby businesses strive to understand their customers better, in turn, also making them understand how the company's products can be beneficial to them, thus forming an impactful symbiotic relationship.

The very foundation of the brand messaging strategy is content. Creating effective content that can keep your customers engaged and make them relate to your brand is the key to a good brand messaging strategy. This content can be shared with your customers in various ways and via various platforms. Companies today use different platforms, including their own websites and apps, social media, email applications, and others, to share their content with their target audiences. And this content need not always be about advertising products or selling stuff. It can be about anything that customers may be interested in – the latest trends, major updates, or any other thing that might catch people's attention and keep them engaged. The main purpose of this strategy is to inspire, persuade, and motivate customers to remain with you in the long run.

The pandemic situation seems to have impacted everything around us, right from our personal lives to the way businesses function. Marketing strategies have also undergone a considerable change in this period. This change can also be seen in the way companies are designing their brand messaging strategies. In a virtual roundtable, Yash Reddy, Chief Business Officer (APAC & EMEA) at Moengage spoke to Lomit Patel, Author and Vice President – Growth at IMVU; George Natsvlishvili, Head of Organic Growth at Glovo; Preeti Mundra, Head of Marketing and Partnerships at Liv. Digital Lifestyle Bank; and Saket Toshniwal, Head of CRM at Lovoo, to understand how their brand messaging strategies have changed during this pandemic.