Today, I want to talk about brand messaging.
- Why it's important
- What it means to have clear brand messaging
Most small businesses assume their customer knows what they do, how they do it, and who they help. The reality is, they don't. They are too close to their business, which creates a knowledge gap that they don't even realize.
To prevent you from not being the thriving business owner you know you can be, you need to understand how to make sure your brand messaging is on point.
Let's get started!
Why is brand messaging important?
Your messaging needs to eliminate all confusion.
Confusion in the products you offer, the solutions you provide, and the ways you are unique, are detrimental to your business. It doesn't take much doubt for your customer to lose interest in your business and go to someone who provides a clearer message.
As Donald Miller says, "The best products don't win, it's the ones communicated most effectively."
How is your brand being communicated to your customer?
Take Apple for example. Their brand is not about having the most high tech features. They focus on allowing the customer to have unlimited creative freedom to create whatever they want. Their ads aren't filled with tech specs, but people creating with their products.
They do this because their brand is all about allowing you to "Think Different."
There is power in the words you use and they can either help or hurt your business.
What does it mean to have clear messaging?
The way you communicate your brand should be simple.
Here's what that doesn't mean. Your brand is simple. No, your business can be extremely complicated, but you have to be able to communicate it in simple terms.
When someone asks what you do, what do you say?
If you respond with something along the lines of...
- How the business got started
- Your interesting business name
- Some industry jargon
You're doing it wrong. Nobody cares about any of that stuff.
One way to get started crafting a clear message is to focus on your One-Liner (or elevator pitch). This consists of 3 main ingredients.
- The problem
- The solution
- The result
Try to keep this to 3-5 sentences (I know, it's going to be hard—that's the point). Without these ingredients, you're going to bore the person you're talking with.
So focus on the major problem you help your customer with. Your solution to that problem. And the outcome/result that's achieved after working with you.
Here’s mine:
“Old school marketing is overly complex. I create brand messaging, websites, and sales funnels that help your business grow—without making it complicated.”
I promise, this will make more people want to work with you.
Use this One-Liner in all your marketing collateral.
- Your website
- Your sales letters
- Social media content
- Anytime you talk about your business
Summary
Understanding how to communicate your brand to your customer is critical in growing your business.
Focus on creating a One-Liner and using that whenever you talk about your business.
