Communicating your company’s message quickly and effectively can be tough. In our fast moving world, short attention spans and an overabundance of media has made a simple, streamlined brand message a necessity. When your company needs to organize and strengthen its message, a few key questions and some simple answers can turn a little-known company into a well-known and respected source for its customers.
WHAT ARE YOU SELLING?
Make a list of all the products or services your company offers. Really break it down and make your list as simple as possible.
WHO ARE YOU SELLING TO?
What does your target look like; are they young and hip, or older and refined?
What do they care about; are they just starting their career or family, working to make the world a better place, or do they just want to relax?
What problems do they face in reaching their obtaining their wants and needs?
Imagine what your ideal customer may look like and make a list of this type of person’s needs and wants depending on their lifestyle and personality.
ASK NOT WHAT YOUR CUSTOMERS CAN DO FOR YOU…
Think about the wants, needs and problems you just listed for your target. You can tell them how wonderful your product or service is until you turn blue in the face and seldom receive an effective response. Instead, tell them what your company can give them, based upon what they need or want.
Will it make them happier, save them money, make them more hip, save them time?
Write down the many ways your company can fulfill these needs and wants or solve the problems they face. What does your company do best for your target? Choose the strongest wants, needs and problems or those that you want to address. Then create a sentence describing how your product will address them.
WHAT MAKES YOU UNIQUE?
What does your company have that your competition doesn’t? You cannot compete with other companies if your products or services and messages are the same. If your product or service is the same as your competition, you must think outside of the box.
Does the structure of your company differ, do you offer better service or can you fulfill a need better than your competitors?
SET OUT ON YOUR MISSION TO STREAMLINE YOUR COMPANY’S MESSAGE
In a sentence or two, boil your company’s message down to one concise mission statement. Use your brand’s voice and make your statement quick, catchy and to the point. For example, “The square beyond compare” (Imo’s), “You can depend on Dobbs,” and “Expect more. Pay less.” (Target)
Now that you have a focused, concise and clear company message, let it guide you. Use this core message to create more effective marketing plans, creative materials and to better communicate with your audience. Keep it simple and consistent and watch your customer base soar to new heights.