As a business owner, you already know that to serve your clients best, you must first understand them. Chances are, you do. You’ve crunched the numbers, analyzed the data, and modified your products or services time and time again to get them exactly where you need them to be. Or, rather, you’ve refined your services to specifically meet the needs of your clients.
But, while you’ve been focusing on understanding your client base, perhaps you’ve neglected the simple, but equally important, act of helping your clients better understand you. After all, they need to be drawn to, or inspired by, you and your mission before they truly realize what a perfect fit you may be for them.
At insight180, we start every new client relationship by getting to the core of who they are, what they represent, and the goals of their organization. In doing so, we can define a successful strategy for developing their unique brand so their clients get to know them, too.
If you’ve been struggling with an outdated or poorly defined brand, zeroing in on answers to these questions might help. Here are 7 tips to help clarify your brand (and why it matters).
1. What’s your 20-second elevator pitch?
I know, 20 seconds sounds really short when you’re talking about how wonderful you are! However, often that’s all the time you have. Your elevator pitch should get to the core of who you are as a business and how you help. Period. Think of it as the ‘first impression statement’ to the world. But it doesn’t have to be too heady (in fact it shouldn’t be). Keep it simple but passionate. Share what you do, who your clients are, and your company goals. From the listener’s perspective, the “how you help” part is key. Once they identify with how you might help them, you’ve got them interested in what you have to say, and a real conversation may ensue.
2. Why did you start this company?
Build off your elevator pitch and go a little deeper. Answering this question with your heart (as opposed to the bottom line) will help you realize what part of your business you’re most passionate about. The why or purpose behind what you do. Maybe you started your company as a way of giving back to the community, or maybe you’re helping your small, family business grow and thrive, or perhaps you’re out to change the world. Knowing these important drivers will help clarify your brand and communicate that passion to your clients. And ultimately set you apart from the competition.
3. What are your main goals for your company?
Do you want to increase clients? Do you want a place (website) for people to go if they have questions? Do you want to scale or expand markets for your product or service? What does all of that look like in 12 months? In three years? Are you thinking big enough? Knowing your motivators and aspirations will help guide your brand messaging strategy and put your goals in sight.
4. Who is your most important client/audience target?
Appealing to the client/audience you want is important. Think of it this way: if your product is meatballs, you don’t really want to sell them out of an ice cream truck (unless you want an angry mob of children chasing you down the street).
Move forward with your client in mind. You’ve done the research, you know who your client is, so speak to them directly. Ultimately, knowing who the target is will help you focus on what needs to be said so your prospects can hear it loud and clear.
5. What design elements are needed?
Where is your brand displayed out in the world? Deciding on your must-have design elements is an important first step when establishing, refreshing, or completely overhauling your brand. Do you need a new logo? A website? PowerPoint slides? A brochure? Maybe you need all of these or just a few to get your unique perspective across to the client. Knowing the scope of your design needs will help keep the brand consistent across all platforms and materials as you bring your brand vision to life. Consistency is key.
6. What are your brand’s personality traits?
Different from core values, brand personality traits help define your brand’s essence or flavor and help your prospective clients get a sense of what it might be like to work with you. Understand the brand clarity you’ve been putting out thereby identifying what the “public” thinks about your business now and what emotional connection or descriptors they associate with you/your company. How does that perception fit with the experience you want them to have? This is another opportunity to explore how you are different and how to set that experience apart. You might be surprised by what you learn.
7. If you could choose just one thing a prospect would remember, what would it be?
Define what message you want your brand to convey and make it stand out (this is where brand personality comes in). Perhaps you want to ensure your clients that they’re getting a quality product by guaranteeing your work. Or maybe you want them to feel like they are part of the family when they work with you. Do you want them to feel inspired or joyful after an encounter with your product or service? Knowing what take-away you want clients to experience from your company will help you better address their needs throughout your brand messaging process.
We know there are a lot of things to consider when you’re creating or reinventing your brand. That’s why we specialize in it. Remember, if you’re feeling overwhelmed, it’s ok to ask for help. If you’re having trouble figuring out the “big picture stuff,” or just need someone to handle the nitty-gritty day-to-day, go ahead and reach out. We’d love to hear your story — and get to know what your company is really all about!
— Wendy Baird, president
