How To Define Your Brand Message
If you’re in business, chances are, you already know the importance of building a trusted and unique brand. I’m sure you’ve also heard words like “brand awareness” and “brand recognition”. These are synonymous with gaining a strong place in your market, especially when there are thousands of other businesses competing for your customer’s attention. There’s plenty of information on why you need to establish a brand. Still, very few show precisely how to get started.
That’s what we’ll be doing in this and future articles. This article will be a part of a series of articles where I’ll show you exactly how to create a brand that positions you as an authority in your industry. Thus, allowing you to be instantly recognizable within your market. So without further delay, let’s get started.
Defining Your Brand Message
When it comes to maximizing your income, growing your business, and establishing a strong position within your market, you have to have a strong brand. There’s no other way to do it. You’ll need to build a unique and easily recognized brand with a clear and direct brand message. Your brand message clearly and succinctly explains what you have to offer to potential customers. Plus, it will demonstrate how committed you are to providing quality and value.
But here’s the thing many don’t understand: you aren’t the one who defines your brand message. Your customers do!
It’s your job as the leader to lay the groundwork for what you want people to know about your business. Once you have this established, your next step is to support that identity by demonstrating your knowledge, skills, and ability to deliver what has been promised. However, your customers will be the ones who decide what your overall brand image is based on their interactions with your business.
Gaining Instant Credibility
A well-defined strategic brand message can build instant credibility in your industry. At the same time, it can also help you gain authority in your market and shape how customers perceive your business. This can be the critical difference between a well-structured online presence and a business that continually struggles to connect with its audience. Which one would you like to be?
By now, you must be asking yourself: How can I build a recognized brand that has a clear message and connects with my target market?
It’s easy. Start by thinking about your target audience and what is most important to them. Once you’ve evaluated your industry, you’ll be able to position yourself so that you’re directly addressing their most burning questions, concerns, and needs. To do this, you’ll want to gather as much intel on your market as possible. You can easily do this by looking at the competition. As you start your research, ask yourself these questions:
What are other business owners and companies offering my audience? What kind of products and services are they successfully selling?
An excellent way to answer these questions is to take to social media. Take a look at social signals – which are clear indicators of what’s currently in demand, popular, and selling well. The higher the level of interaction, the more engaged people are, which means more advertising dollars. Knowing how to develop a strategic and robust brand message begins with recognizing what is already working. Then, improving it with your own business.
Your Branding Goal
Your goal should be to become the go-to person in your niche market. Be the obvious choice when customers consider who to turn to when making their purchasing decisions. As you work towards building a persistent presence in your market, starting with a strong foundation of trust, you’ll immediately remove the barriers that stand in the way of you connecting with your target audience.
To accomplish this, it helps to learn as much about them as possible to build a brand around what is most likely to capture their attention. By doing this, you’ll also be able to reduce the resistance to your message and leave a lasting impression. If you do this successfully, they’ll come back to you over and over again.
The Bottom Line
As you start building a unique brand that stands out in your market, you’ll find that the process of defining who you are and how you’re different isn’t as complicated as you may have first thought. However, many people blur the lines on building a personal brand or building a business brand. Most entrepreneurs have difficulty separating the two, which is understandable. After all, if you’re a solopreneur or have built your business on your own to where you are today, you are your business.
To help you make the right branding approach, I’ve created this 8-minute video on the difference between building a personal brand and building a business brand.
In closing, you have to have a brand! And that brand has to be communicated clearly and effectively in every message you share. To help you make sure that your message is consistent, I’ve created some templates to use in your marketing efforts. These templates will help you make sure your image and messages consistent, so people start to trust you. In the next article, I’ll shine some light on the 4 essential ingredients that go into creating a powerful brand. Use the link below to download your branding templates.