Is Your Brand Message synonymous with Your moniker? Brand Message refers to the underlying value proposition or unique offering conveyed in your content. It’s what makes buyers relate to your brand by inspiring them, persuading them, motivating them, and ultimately making them want to buy your product or service.
When people hear your moniker they know your brand message. BMW is the “ultimate driving machine.” Apple customers “think different.” Nike’s message — “Just do it” — is universal with the brand.
But how do you determine what that one clear brand message should be?
Look for the intersection of three perspectives to identify your unique offering: the customer perspective, internal perspective, and marketplace perspective.
Here are three essentials to create your brand message:
The customer perspective:
First, you need to get into your customer’s head. What matters to them? Don’t presume. Interview customers, survey them, pay attention to them on social media, look at their shopping patterns, hang out with them. Start thinking about what your customers most value and keep track of keywords you hear repeatedly from them.
The internal perspective:
For a brand promise to be effective it must be true. What is it about your product or service that makes it unique? Where do you create value? Talk to people who understand your business. Talk to people inside your organization. As the founder, what is your vision? What is your top sales person doing to close sales? What’s unique about your manufacturing process?
The marketplace perspective:
Only one brand can own a position. How do your competitors position themselves? Look at their tag lines. Read the “about us” copy on their websites. Dawn positions itself as the only dish soap that “cuts through grease” while Palmolive claims to “soften hand while you do dishes”. You want to make sure your value proposition is distinct and distinctly different.
Where your brand message lives:
Once you have your insights written down, look at where they overlap. Use a Venn diagram — using three overlapping circles to determine where these perspectives intersect and how. What is the commonality between them?
Whether you’re selling the “ultimate driving machine” or asking people to “think different” about technology — that’s the connection you must get across through your own brand message that is synonymous with your moniker. Just like “Ditch the Pitch & Start Connecting” is synonymous with 30 Second Success.
At 30 Second Success we work closely with business owners to create a unique and deeply authentic brand message that sets your business apart. Then we take that one step further by creating a 30 second message that resonates with your ideal clients and drives more business to your door. Schedule a call today to learn more.
Wishing you much success,
Laura
