One of the most common reasons for lower conversion rates and sales may have nothing at all to do with the quality of the product or service. Instead, it may have everything to do with your “brand message”.
For example, if there’s a disconnect between the brand you want to project to prospects and what they actually receive, then you don’t have a cohesive brand message. Either the product or service has to change (which can be time-consuming and expensive), or the brand message has to shift. As you may have guessed, changing the brand message is much easier.
However, there is still work involved and it’s important to do it right the first time. Continually shifting your brand message around gives the impression that the company itself may be a bit scatterbrained; That it doesn’t know what it stands for so it just grasps at straws. Definitely not the kind of impression you want to project!
So how do you go about creating a cohesive brand message that sticks? Ask yourself these three questions to help get your mind into the “zone” and inspire some innovative and inspiring brainstorming that helps you create a brand that’s meaningful to both your company and your customers.
What Makes You Different?
Think about anywhere from 5-10 key differentiators — that is, things that make you different from your competition. These are not only things that your customers value, but also shine a spotlight on facets of your company in a way that customers can understand. It should also be something that isn’t easily duplicatable.
From the 5-10 that you’ve thought of, narrow it down to three. These are going to act as pillars that support your brand message.
What’s Your Elevator Pitch?
Imagine you’re in an elevator with your ideal customer. They ask you what you do. You’ve got 30-60 seconds to explain your business. But not only that, you have to make it memorable enough so that they’re intrigued and would want to learn more.
Keep in mind that this isn’t a mission statement. Mission statements use a lot of terms that you’d probably never actually say when speaking to someone. The important thing is to keep your messaging simple and memorable.
In addition, your brand message is also not a slogan. Of course, a slogan can communicate your brand message in a clear and concise way, but the two things are mutually exclusive.
What is Your Competition Doing?
While you’re figuring out a cohesive brand message, your competition certainly isn’t resting on their laurels. Always keep a finger on the pulse of what they’re doing as well. Many brands work to reposition themselves, test how well the rebranding resonates with their audience, and then course-correct as necessary.
It’s perfectly acceptable to look outside your own industry for inspiration as well. Think of companies that have branded themselves spectacularly well and are hitting home runs with their target audience. Think about brands that people love because there’s a cohesive message — they deliver what they promise.
Asking yourself questions like these can help you zero on and focus on what they’re doing well so that you can take those lessons and apply them to your own business. Of course, we understand that this process is easier said than done. That’s why, if you need help formulating a clear and concise brand message, reach out to us here at Workdom and let us help.
We have the branding and messaging experience to help you hone in on the values that set your company apart from the competition while working to give you a unique edge that isn’t easily copied or duplicated by others. Make sure to contact us today and talk with our senior brand managers to learn more about how our services can help you.