I could tell I was frustrating the hell out of her and yet I continued to push…
That’s too long, distill it down further
She tried again…
Nope, still too long, try again
“This is hard!” she declared
In my cryptic Alchemist/Sage-y voice I said
“It’s only as hard as you make it”
What am I talking about?
It’s your Brand Message
message [mes-ij] – a communication designed to convey meaning that is understood and comprehended
Your Brand Message needs to convey exactly what you mean…it’s the reason for your business to exist
And in order for it to be comprehended and understood, it needs to be as clear and concise as possible…and it must be delivered through every Brand touchpoint you have.
Sounds like a tall order right?
Well yes…and no.
So how do you craft a Brand Message that is genuine and attracts your Right People?
First, write down what you deeply believe about the work you do.
What do you know, in your heart, for sure? What are you willing to defend in the face of naysayers and doubters?
Second, who are you talking to?
Who are the people that can benefit the most from this Message that you want to share?
The answer here is not everyone.
Understanding your Right People is a key part of your Brand Message.
What do they struggle with? What do they wish for and want? What does a typical day look like for them? What are they interested in? What do they love? What do they hate? What’s important to them?
Third, learn your Leading Brand Identity in order to convey your Brand visually and verbally.
Your Leading Brand Identity is invaluable in helping you understand your Message and articulate it in a way that feels genuine and true.
Your Brand Message is what differentiates you from everyone else out there and should be able to answer the following questions:
What do you do?
Who are your Right People?
Why is this important to them?
Isn’t that worth spending some time and effort on?
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