How Clear Brand Messaging Can Elevate Your Business

January 10, 2023

Before you start marketing your business this year, ask yourself these three questions.

  1. What does your business do better than anyone else?
  2. Can you make a killer argument to prove that you do it better?
  3. Are you clearly and concisely communicating your distinction?

Today, one thing is certain: we live in an oversaturated and overstimulated world. With messages zinging past us every minute, we can’t be expected to remember everything shown to us.

However, when it’s time to make a purchase or select a provider, we’re either going to remember a brand we like or we’re going to research our options (and many times, we do both). Only once we know everything available to us do we make a final purchase decision.

If a brand makes differentiation too complicated, then we will move on to another that offers a clearer and more compelling value proposition. That’s because clarity always trumps cleverness in today’s world of marketing. Understanding that you are competing with thousands of other options in your space, it’s imperative that you clearly define your brand’s messaging first and foremost.

Begin defining your brand messaging with this exercise:

  1. What does your business do better than anyone else?
    • There may be many people who do what you do, but you have a unique way of doing it. Can you identify your own uniqueness?
    • Challenge yourself to think of a combination of THREE things that you do well. That combo could be your differentiator.
  2. Can you make a killer argument to prove that you do it better?
    • How can you reassure buyers that you have done this before?
    • Can you create case studies?
    • Can you obtain testimonials and reviews?
    • Can you show examples of happy customers?
  3. Can you communicate the value of the outcome of your product or service?
    • Are you clearly and concisely communicating your distinction?
    • Do you have a descriptor line that clearly depicts what you do in your brand identity?
    • Are you and everyone else in your organization speaking the same way about your business and saying the same thing?

If you want to get your marketing off to a good start in 2023, ask yourself (and your team) these questions. Finding the right answers will help determine what you need to better position your brand for success. Then communicate that message over and over and over again. You’ll find that a good product paired with communication consistency almost always pays off.

 

Remember, you are creative too.