Want Your Brand to Shine? Two Words: Brand Messaging

brand that shinesOver the years, I have learned a lot about branding, specifically that a company’s brand is closely tied to three things:

  • Visuals – logos, colors, typography, design, layouts
  • Content – tone of voice, value propositions, clarity
  • Experience – the ways in which customers/clients interact with the brand

You can have the most beautiful website, but if your messages are jumbled and unclear and information is hard to find (ie, you are not providing an outstanding experience), your prospective clients will give up – and immediately go elsewhere.

If you really want your brand to shine, you need a brand messaging assessment. Sounds like a snore, right? Well, I’m not gonna lie – it can be hard to do, especially if you’re doing it yourself. I have found, though, it’s an important exercise to undertake, and I basically insist that my clients who need new website content do it.

Why? Simple: It’ll really make you think hard about what you do and the value you provide so you can then communicate that to your customers, and not just on your website – on social media, in marketing collateral, etc.

Last week, I turned the tables on myself and went through the exercise, too. Wanna give it a shot? Set aside an hour or so to give yourself enough time to answer the questions thoughtfully and completely.

Here are the brand messaging questions I ask my clients:

  • What are your goals?
  • How do you describe your business?
  • What value do you provide?
  • How do you describe each of your products/services?
  • What specific benefits do each of your products/services provide?
  • How are you different?
  • How are your products/services different?
  • Who is your target market? Please list all segments
  • What are their pain points?
  • How do you solve each pain point?
  • What drives your customers’ decision-making?
  • Who is your competition?

Think you might need the help of an expert? Well, that’s what I’m here for you. Shoot me a note, and we’ll get this show on the road (as my mom would say).

Image courtesy of cutcaster.com

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