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Cornerstone Communications, ltd is a strategic public relations and marketing communications firm specializing in small to mid-size business growth, branding, strategic communications, reputation marketing, and more.


Resonating in 2017 And Beyond

Brooke Greenwald

2017 is the year of brand marketing.  Now more than ever, it’s important for marketers to look outside the box when creating brand messaging that really resonates with customers. Like many other professionals, marketers can get into a rut from time to time trying to find new and innovative brand messaging with which to sell a new product or service. They can’t find that deep, emotional connection with an audience that’s needed to be successful.


Marketing Brand Messaging that Resonates

The question is then, “How do you get someone to really fall in love with your brand?” It’s simple. It all starts with brand messaging that is so creative and unique that it resonates deep within a potential customer’s soul. Keep these questions in mind when creating your marketing message:

  • Who is your audience?
  • What are you selling?
  • How do you help?


If your brand messaging falls flat, you will not be able to make those meaningful connections that convert into long-term and loyal customers. Thus, your business will most likely fail.

There are several ways in which you can create brand messaging that will resonate with potential and current customers. You want to make sure that your message is being heard by the right people.


Find the Right Target Audience

When creating a buyer persona, you want to make sure know as much as you can about your audience such as:

·      Current trends: Find out what is drawing your customers to your business and what they find most engaging about it.

·      Interview current customers: Find out their likes and dislikes about your brand, as well as those who can go either way. Make detailed profiles for each customer that includes age, gender, profession, and interests.

·      Listen to your sales and customer service teams: Take a good look at what’s happening behind the scenes of your business. Is your sales team knowledgeable about your products? What type of responses is your customer service representatives getting?


Get Emotional

For your brand message to have a real impact, it needs to reach the customer’s emotions. Think about what emotion you want to project, and decide the emotional need of your brand and whom you want it to resonate with. Put yourself in your clients’shoes and think about how they must feel when receiving your brand messaging. Some common yet effective emotional triggers are:

  • Fear
  • Trust
  • Value
  • Guilt
  • Instant Gratification
  • Leadership
  • Time


Know Your Brand

If you lack focus when creating your brand messaging, you may end up confusing your customers. Besides knowing who your message is geared toward is only part of the equation. You also need to understand what you are trying to sell. You can do this by:

  • Consistently delivering a clear message
  • Having it be trustworthy and believable
  • Making sure it has an emotional connection with your audience
  • Having a strong backstory
  • Outlining your plans for the next five years


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