Developing a Strong Brand Message

Every business, large or small, should know two things before beginning: what it is they want to say and who it is they're speaking to.

Understanding your target market will save you so much time in the long run, making your future marketing efforts more productive and considerably less expensive. In addition, niche marketing has the potential to become buzz marketing if your customers are happy enough with your company to spread the word for you. Your brand message will be heavily influenced by your target market, so it is highly recommended that you take the time to carefully conduct your own research and work within the sphere of influence in which you've already established.

Once you've undergone this step you can make an informed decision as to what your brand message should be. More than just a tagline or color palette (though it does include these), your message is the collective experience that customers can expect from your business. Its what makes your business unique: the language you use, the font, the length of your sentences, the type of media you advertise on and so on. It tells customers who you are, what you do and why they should care.

Take these simple steps to guide you:

1. Define a problem to which your company has a solution.
2. Explain your company's solution to this problem.
3. Provide the benefits your solution offers (practical or emotional).
4. Explain your process (how you get results).
5. Identify how your solution is different from your competitors.
6. Provide samples of past problems your company has solved (testimonials)

Of course your brand message can go above and beyond these six steps, but these will serve as the foundation of an effective marketing strategy.


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