A Well-Built Brand Message Is Your Foundation
When business owners talk about building a powerful brand, one of the most frequently heard comments goes something like this; ” I know I need to work on that, but I don’t know where to begin.”
The answer to that one is simple; always begin at the foundation. In the building of your brand, that foundation is a carefully crafted, clearly communicated, authentic “brand message.”
You really can’t expect people to understand what you do and the unique value you offer if you can’t express those things yourself. You know what it is you do, and that you’re good at it and even passionate about it. The trick is to harness that passion and that expertise and express it all in words – as clearly, as succinctly, as compellingly as possible.
An authentic brand message not only serves to support all the building blocks of your brand – from your logo to your website to your social media efforts – it also reaffirms your expertise and credibility, motivates your potential customers to take action, and makes that all-important emotional connection to your audience.
As a business owner, you’re preoccupied with a million daily tasks, so it’s understandable that this branding thing consistently winds up on the back burner. That’s why hiring a professional to help with your brand messaging can be a good idea. They’ll have the processes in place to provide the kind of objective external and internal audits that will unearth the unique differentiators that separate you from your competition. They can also provide you with the all-important unique value proposition. This is a one-paragraph statement that explains what you do, the value you offer, and what separates you from the competition. That’s a whole lot of information to pack into one paragraph. Like I said, you might want to turn to a pro.
A highly distilled brand message, along a fully digested and memorized value proposition, keywords and talking points, provide a firm base for the branding building blocks that follow.