Communicating your brand’s message takes time and some bouts of patience. It’s a certain introspective process that slowly unveils what makes your brand. Some brands like to communicate in written; some express verbally, and some like to portray it visually. But the most important thing that you need to focus on is the clarity of your brand’s purpose and meaning.
All the glossy visuals, beautiful and well-laid out articles and blogs and captivating videos are just a means to communicate what lies within your brand’s existence; the truth is about how you can help others become better via experiencing your brand.
And that is your clear value proposition.
I love the way Kraig Wortmann, Three-time CEO, author of What’s Your Story, clinical professor at Kellogg School of Management at Northwestern University, and creator of the Sales EngineSM Toolkit communicates his brand’s message: ‘we provide sales teams and professionals with the knowledge, skills, and discipline they need to be 10X more successful.’ It’s simple and effective – and gives me the right information to proceed further with the brand.
Your value proposition defines your brand’s message. Here are three ways to get better with communicating your brand’s message.
1- Go inward. Don’t always get swayed by how others are progressing in their brand building process. Their secret sauce of success will be different than yours based on their life’s context. Th best way to understand how you can be useful to others will be by going through a constant self-discovery process and studying what are your key differentiators; it could be as simple as how inspiring you are to talk to; or how knowledgeable you are in your field. Sometimes it’s your spiritual journey in life that best defines your brand’s meaning to others, as you constantly iron out the quirks in your brand persona by being self-aware of your strengths.
2- Take opinions from the right people in your ecosystem. There is no harm in asking for opinions from people in your ecosystem who know your brand well enough. Perhaps they can shape up your brand by giving your the right inputs/ feedback and iterating your brand’s message.
3- Stick on. Your brand shouldn’t be short-lived; its message takes some time to resonate with your target audience. Don’t be in a hurry to get your first few customers by a half-baked brand message that is embellished with corporate-speak. People need a fluid story that can permeate them for the long-haul and gets etched on their minds.
How clear is your brand’s message?
Let me know!