Craft to Connect: Define, Refine and Amplify Your Message
It's more than your tagline. Your brand message holds the soul of your business. Your message states what your company stands for and connects with your audience. And it has to fly straight as an arrow into a bullseye.
With so much information (and competing businesses), crafting a brand message that resonates with your audience has never been more crucial.
From budding entrepreneurs launching their first venture to seasoned business owners revitalizing their brands, this guide will provide insights and actionable tips for defining a memorable brand message.
What's the story, Morning Glory?
If you want to connect with customers, you have to know your story. Answer these questions to create a compelling story about your company:
How did you start your business?
Why did you start your business?
What does your business look like today?
Jack Victor's brand story has an excellent overview of their history as a family-owned business, why they do what they do, and the state of their company today.
As you craft your story, think of your values and beliefs. What are you passionate about? What gets you mad about your industry? How do you plan to change that?
Write down your thoughts using a pen and paper. Or get a whiteboard to brainstorm before committing to your story. Step away. A killer idea can come when you least expect it.
Once you have your story, start thinking about your target audience.
Know Your Crowd: Transform Strangers into Fans
Have you ever been stuck in a one-way conversation? The other person talks too much about themselves and fails to connect with you at all. That's what it can feel like for your visitors when they land on your website.
Marketing is a conversation. Before selling your product or service, you want to empathize with your customer. Get to know your customers by showing you understand their thoughts, feelings, and challenges. Here are ways you can learn about your customer:
Talk to Your Current Customers - Send a personal message (avoid generic mass emails) to engaged customers or followers on social media. Ask them questions like, "Why did you choose our brand?" Or "What problem did you face before buying our product?" And "How did that make you feel?"
Read Between the Lines - Listen to your comments, DMs, and emails. But look at online forums about your industry, too. Reddit, Facebook groups, and Twitter comments reveal plenty about your customers.
Study Reviews - Reviews are a treasure trove of thoughts and feelings (good and bad) about your product or service. Read your reviews, and don't forget to study your competitors.
Once you have your ideas, start to form buyer personas. Write the details about your audience, their problem, and how that problem makes them feel. The more detail, the better. It's those details that will help you form a fantastic brand message.
Now that you know your audience and your story, it's time to combine the two elements. To do that, we'll use a Problem-Solution framework.
Their Problem + Your Story = A Killer Message
To know your audience, you have to understand their problem. Their problem is central to your message. You need to show you understand your audience's problem so you can show you're there to solve it.
There are three components to a compelling message: the audience's pain point, your product or service, and the result. Let's take a close look at these components.
Your Customer's Pain Point
What's the main pain point that your customers face? Do they spend too much time on a task? Are they leaving revenue on the table? Do they need to gain exposure and develop their expertise? Focus on one pain point. Your message gets muddled if you try to incorporate every problem your customer endures.
Your Product
When you choose the pain point to focus on, ensure it's a problem your product or service can solve. Connect your solution with the pain point you aim to relieve. Associate your company with the problem you solve.
The Result
This is the good stuff. What result will your customers experience if they choose your product or service? Will they have more time for the tasks they didn't have before you came along? Will they gain the financial security to expand their business? Will their brand grow and gain recognition?
Customer pain point: check. Your product or service: check. The result: check. You have the components of your message! Now, it's time to put it together.
Putting Pen to Paper: Writing Your Story
Stories hook people in and win over clients without being "sales-y." But you have to be consistent in the story that you tell. That means your website copy, blog articles, social media, print materials and what you say to people offline have to line up with the pain point, solution and result you outlined.
Other than consistency, you'll want your materials to follow these keys to writing a memorable message:
Keep it Short - Use periods instead of commas. Focus on the pain point, your product and the solution.
Keep it Simple - Make your message digestible by using simple words. Don't write "utilize" when "use" is shorter, simpler, and gets the job done.
Write in a Direct Voice - Passive voice (The hare was passed by the tortoise.) lacks confidence. Use a direct voice in your writing (The tortoise passed the hare.) to sound confident and easy to understand.
Here's what I say to people I meet at networking events:
I'm a content strategist and writer. I help small businesses and entrepreneurs increase website traffic, make conversions, and grow their businesses.
It contains what I do, who I work with and the results I deliver. It only hints at the problem, but I have to adjust it because I want to focus on what I do and the results. I have more space and flexibility in other spaces like my website or blog articles.
Your message will vary between mediums. What you say to someone about your business at a networking event won't be word-for-word the same as your website. But stick to your message.
Before you get out of here, let's talk about five more strategies that will help you develop a sharp message.
With a Little Help from Your Friends
Developing your message takes time (and effort). But know that you're not on your own. Teamwork makes the dream work. Before you apply your message, take these steps:
Write it Down - If you're working with a short message you use for networking events, your social media bio, or a website tagline, write it down on paper. It could read differently from what you imagined.
Say it Out Loud - Recite your tagline or bio to yourself. Record yourself and play it back. Listen to how it sounds. Does it sound smooth? Does it have rhythm?
Run it by Others - Feedback is valuable. Get others' opinions on your message. Ask them if it's easy to understand and remember.
Let it Rest - Take a break for a few days. Don't think about your message. Sometimes, you get great ideas when you're not thinking about it.
Let it Go - Don't wait for perfection. Do your best and let it go. You can always go back, edit and revise if you need to.
Get your message out there! Craft a clear and direct message so your customers know your promise to improve their lives. Keep that promise, and watch your business grow to new heights.
Like I said, you don't have to do it alone. I will help develop and apply your message to your website, articles, social media, and emails.
If I can ever be helpful, email me at hello@jerichobundac.ca.
