Three Steps to Your Ultimate Branding Message
Have you created a core branding message to use throughout all of your marketing efforts?
I’m not talking about some catchy slogan or play on words using the name of your business or the service you provide. It’s not some meaningless phrase like “we do it right” or “quality service you can trust.” Anybody in business can say those things and they’re really basic expectations anyway.
A core branding message clearly and concisely communicates what you’re all about — who you are, what you do and for whom. It speaks directly to your ideal target market and gets them to respond and seek more information.
So many small business owners and professional service providers never take the time to create this for their own business. Most are creating a new message with every new “marketing campaign.” They’re constantly trying new ideas. And each new idea becomes a new chance to try and come up with that home run message that gets the phone ringing off the hook like never before.
What you need is an ultimate core branding message that communicates directly and powerfully to your clients and prospective clients what it is they’ll get from your services. Then you can design subsequent marketing campaigns around that core brand.
Here are three steps to creating your own core branding message:
1. Who do you want to help? Be as clear as you can on who your target market is. Take some time and define with as much clarity as possible who your ideal clients are. If it’s not obvious who your message is directed to, why would you expect anyone to get it?
2. What is the primary problem, issue, or challenge you would like to help someone in that target audience solve?
This is really at the heart of your core branding message.
Most people are consumed with their own problems and looking for solutions to address them. So when you can clearly articulate a problem your client is dealing with, they’ll listen because you may be able to provide a solution.
3. What is the ultimate outcome or result that you’d like to help your target market produce in solving their problem, issue, or challenge? People want to know what it is they’ll get from knowing or working with you. When you’re prepared to demonstrate that you’re focused on delivering an outcome they’d be interested in, they will pay attention and want to know more.
That’s it. Now take your answers and boil it down to one or two clear sentences that you can deliver enthusiastically and passionately. Communicate it in everything you do from a marketing perspective, both verbally and in writing.
Catchy slogans are great for “catching” attention… just make sure that it also relays your brand message or at least drives their attention to what your brand is!
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