Clearly communicating your brand message can have a huge impact on your business and marketing strategy. It can be the difference between attracting or confusing a client.
Donald Miller, author of the bestseller, Building A StoryBrand, and CEO of StoryBrand, says, “If you confuse, you’ll lose.”
One of the best ways to grow your business is by creating and communicating a clear message about who you are and what you do. What good are your most recent digital marketing efforts if your potential customers and existing customers see it, and are confused about what you do? The likelihood of them converting to be a customer or purchase further products and services is dramatically decreased.
By harnessing the power of story in your marketing material, you'll be able to position your brand powerfully in the life of potential and current customers. In this step-by-step article, we'll help you stand out and be heard by the people you want your brand to impact. How confident are you in the story your brand is telling? Check out these three keys to clarify your brand message.
Interested in learning more about StoryBrand? Check out how utilizing story formulas and the StoryBrand Framework changed the way that we work with clients.
Stop Drinking Your Own Kool-Aid
Some people call this “the curse of knowledge.” Essentially this means that you’ve been so close to your company, products, social media messaging, and services for so long that you talk about them like everyone knows what you’re talking about.
This assumption is a problem because you only have a few seconds to pitch your customer, so how you communicate needs to be clear and easy to understand. It doesn’t matter the marketing channel you’re using, in this day and age, you need to be clear and easy to understand in everything you do. Practically, this means talking less about your company and more about the solutions you provide as it relates to what the customer wants or the challenges they are facing.
Address The Customer's Pain Points
I read an article several years ago from Fast Company called Why Customer Pain Is Your Most Important Resource. It has stuck with me as one of the single most impactful ways to identify with both current customers and prospects. The article walks readers through the most important question business leaders can ask, "Why do human beings buy anything?" The article identifies the two ways people spend money: to “combat pain” and “pursue pleasure.” More than likely it happens in that order since the human brain tends to address its pains and challenges before pleasures.
“So, look for the pain. Think of things that people find disturbing, frustrating, urgent or uncomfortable. Then, with the pain clearly recognized and in mind, switch gears and develop cures. Focus on healing. Let that be your guide as you try to invent a venture that will make the pain go away.”
With this in mind, clarify your brand message by clearly stating how you can solve the problem your customer is trying to address.
Want to learn more about why people buy? Listen to (or read!) this interview with Seth Godin from the Building a StoryBrand podcast: “5 Huge Paradigm Shifts that Will Change the Way You Do Marketing.”
The 3 Steps To Clarify Your Message
Here are the three questions you need to answer when creating the marketing material you use to attract and create awareness among new and existing customers:
- What does your company offer? Services, products, etc. This needs to be very clear.
- How does it make your customer's life better? You need to answer the questions that your customers have in their minds when they search for products and services like yours.
- How to buy? You need to create clear calls to action: buy now, call now, schedule a meeting, free trial, etc. If prospects have taken the time to read about your products or services, make sure you have clear next steps for them to take.
If you take the time to think through and answer the above three questions, it will force you to look at your company and brand objectively; as if you were your customers, clients, or prospects. Take in the whole picture, created from each of these unique perspectives, empathize with their needs and understand where they might be coming from.
Putting yourself in the shoes of your past, present and future customers might be the most important thing you do when looking to clarify your brand message. If you’re having a hard time figuring out how to step into the shoes of your customers, check out Breaking Through The Noise With Buyer Personas for help.
This whole clarifying your message exercise is a journey as your company evolves. What was true two years ago, might be different this year. Make it a priority to clarify your brand message whenever your company goes through changes.
One of the things that Lone Fir Creative does well is help companies simplify their brand voice, clarify messaging, and break down complex realities into simple terms. If you need help telling your story in a way that will get people to listen and engage, let us know. You can reach me directly at firstname.lastname@example.org or schedule a free strategy call here.