There’s an old adage ‘if you always do what you always did, you’ll always get what you always got’. Meaning, in this instance, if you keep doing the same thing with your marketing, you’re likely to get the result you’ve always got and not necessarily go forward.
Even though the financial year ends June 30, December and January is traditionally the time of the year when we all pause, stop and think about what we’re going to do to grow our business for the next calendar year. What worked, what didn’t and what can we do differently to get a better outcome – a Business New Years Resolution if you will.
If this is on your radar this summer break, here’s some simple guidelines to help you define, or redefine, your brand message.
1. Take a Look at your Competition
Who do you admire and who’s made an impact in your marketplace over the last 12 months? What are they doing differently and why is it working?
Strong brands are unique. Do and say something different than your competitors. Take a unique tone, follow a controversial belief or see the future through a different lens.
What’s your story and how do you tell it?
2. Be specific.
Specicifity (the art of being specific) is a great way to define your brand in your space. In such fragmented and noisy markets, you can either speak loudest (a huge marketing budget) or be the most resonant (the right message for the right audience.) For 99% of companies, being the loudest is not a viable option so make sure your message is concise and specific.
Be specific to resonate with your audience
3. Lead with the Story, not the Product.
Often there’s not much separating your product or service from your competitors so there needs to be an emotional narrative, a tangible reason for them to engage with your brand.
What’s special about your story?
4. Answer the Why.
The ‘why’ is not your vision, your mission or your promise. It’s your reason for existing, and it must answer the client’s question, “Why should I deal with this company?”
Is your ‘why’ compelling and do your prospects know about it?
5. Read Between The Lines
Take the time to really listen to your clients. What your consumers say and what they mean are often two different things. Pay attention to what’s really being said eg; ‘You’re too expensive’might be what a client is saying but is it really about the client not seeing value in your brand message?
You need to listen for what’s not said to address it.
6. Make It Easy To Say ‘YES”.
If your company’s product or service is what the client needs, your goal is to make it easy for them to say YES.
If your brand message is strong and you’ve addressed all the concerns most customers have in your marketing place, it makes it easy for them to say yes. Why? – there’s simply no reason to say no.
7. Interrupt, Engage, Connect, Retain
How will you tell your story to your business audience, more importantly, how will you make sure they retain the story and remember your business next time they need you?
Look for a way to tell your story by giving your clients a product that ‘interrupts’ their thinking, something useful they can keep, something that will remind them of you every time they use it. There’s no better way to remain in their lives.
To stand out in a competitive market, any market, you need to find a way to tell your story succinctly and find ways to stay top of mind with your clients. A simple Brand Marketing Consultation is a great place to start.
Book a free brand strategy session!