Brand Building 101
There are many things to consider when a business is developing its brand. Will it accurately reflect the single aspect that differentiates “us” from “them”? Will it convey the personality and illicit the emotional response anticipated? Will it clearly communicate the promise of the value that the business has to offer? In order to be effective, the savvy brand builder will ponder these questions and be able to more successfully develop a stickier message.
The best messaging will attract the right audience and hold onto them through the sales process hopefully converting them into loyal customers and ultimately brand evangelists. In the article, “3 Ways to Clearly Communicate Your Marketing Message. Stop Using “Trump Talk””, David August shares some great keys to effective brand building. The first takeaway the author provides is, “Communicate a promise – one that your business can keep — that addresses peoples’ preferences and concerns proactively.”
This article is a great reminder to avoid cliche and buzz words and phrases, which give weak and watered down messages. Consumers want authenticity. Clearly communicate what makes a business different and what is the promise of your brand. Using the businesses own words will resonate with prospective customers. August concludes, “Use your limited space to say something meaningful. Something that will put your offering at the top of peoples’ lists.” By doing this a business’s brand will become stickier.