Six Ways to Strengthen Your Brand Message
In successfully starting and building any business, communication is key. An easily understood, succinctly expressed message that explains your services, the problem you solve, and why you’re the one to solve it is essential in attracting today’s easily distracted consumer. In other words, that unclear, overly complex message will more than likely send your potential customers packing.
It’s understandable. People go into business because they’re passionate about what they do, and they want to share it with the world. But save that long-and-winding backstory for your “About” page and get to the heart of the matter right up front.
When thinking about crafting the right foundational brand message for your business, keep these points in mind:
1. Just do it – The lack of a carefully crafted message opens the door for your competitors to step in. Don’t leave it to the market or to those competitors to conjure up their own inaccurate version of you and the products or services you offer.
2. Keep it simple – People simply won’t work that hard to understand your business. If your messaging is all over the place, they will lose interest and move on. If they have trouble understanding your product or service, they’re not going to pay for it.
3. Clarity and consistency breed trust – A straightforward, consistent message puts potential customers at ease and invites them to find out more. They want to know how you can help them, but they won’t spend time trying to figure out exactly how you can help.
4. Write in easily understood, everyday language – Avoid the jargon and tech talk. Keep it conversational and avoid language that could confuse your audience or pull them away from your central idea.
5. Take the time to get it right – Whether it’s surveying your customers, consulting with your peers, or auditing your competition, take the time to make sure it’s authentic and do what it takes to get it right. You know that favorite jacket that fits just right? When your messaging starts to feel like that, you’re getting there.
6. Get help if you need it – If you’ve done the work and you still have doubts about the effectiveness of your messaging, consult with a professional. Your brand message is that important.
There you have it. A well-crafted, carefully targeted brand message can go a long way in helping to successfully establish your business, providing a strong foundation for all of your marketing efforts going forward.