What’s Your Brand’s Story? Happy, Serious, Friendly or Fierce? Tech-savvy? Expert? Down-to-earth? How consistent is it?
Every Brand has a Story… and a Voice
If you don’t get a distinct vibe or feeling from your brand’s messages, it could be time to dig in and refine your brand’s distinctive voice. Meaningful brand messages don’t sound like the normal blah, blah of business. Businesses who want the most from their brand are expressive about who they are as an organization. That’s what people want to hear. It’s how people connect with any brand – or person for that matter.
Think of your story as your brand’s personality and purpose in words. Read your website, marketing and advertising. Do they have a tone of voice? How about a distinct point-of-view? Did you think about the experience of meeting your brand for the first time? Was it an advertisement on TV, a billboard, a website or possibly a package or a vehicle parked across the street. Every one of those examples is an introduction to who you are as a business or organization.
Kick things off with a
Brand Story Workshop?
People are more eager to listen to your story than your sales pitch.
Stories build belief in a way that’s genuine and recognizable if you see it again. We often say “You can’t buy belief, but a well-managed brand can help build it across staff, customers and the public.”
Think about the things you admire, cherish, desire, support and buy. Chances are they have an original idea, special feature, beauty, or emotional appeal. Brand messages go to the heart of creating this admiration and desire. Even in the B2B market, the leading companies have built brands with real appeal and respect. Brands don’t have to be flashy, but they must be believable. Only then can real sales begin.
Simple Messages = Better Sales.
We all get stuck in our own worlds – and the language of those worlds. Whether you’re a technology business, a non-profit organization, a healthcare company or a craft brewery, we prefer straight talk to slick talk. See if any of the following three traps sound familiar to you.
(1) Complex Messages. Your product or service requires a lot of explanation and messages get bogged down in too much detail.
(2) Commonplace Messages. Your message sounds like everyone else in your category.
(3) Mixed Messages: Where one customer thinks of you as one thing and another customer thinks of you in a completely different way. If you’ve ever heard a customer say “Hey, I didn’t know you did that” you are sending mixed messages.
Just being aware of these three messaging traps will help your brand communicate more clearly and more consistently.