Noise is your biggest enemy––our physical and digital worlds are packed with flashy noise-makers and distractions you must rise above to gain traction and recognition as a brand.
But your brand has zero chance of breaking through that external noise if you haven’t tackled the cling-clang-rattle-bing-bang coming from within. (Triple-points if you just had a nostalgic moment for your Robert Munsch-filled childhood like I just did …)
You can’t control environmental noise. But what if you could be that crystal-clear, noiseless space for a frazzled consumer seeking a solution to a problem your brand solves? Just like a cold glass of perfectly balanced lemonade on a hot, sticky day when they’re dying of thirst…
We’ve talked about brand vs branding in a previous blog (check it out here if you missed that one) but if you want to inspire your audience to think and feel a certain way about your brand, you need to dial in your messaging.
Here are 6 questions your brand needs to answer so you can power up your branding strategy:
This is where a company that does many things needs to find the common thread among all their services and products and put that on a pedestal. Overcome the fear of “we do ‘a’ but we also do ‘b’ ‘c’ ‘d and ‘e’ and we don’t want to lose anyone by not letting them know we do all these other things!”
Confused people don’t click. They leave. You must find the underlying value prop that clarifies your brand and drives people to find out more, get invested and get value from what you offer.
The Circle of Why comes from Simon Sinek and it’s a brilliant way to cut through internal brand noise and get down to the guts of why your brand exists. Start with answering the “what”––what is it your brand makes or offers? Then move to the “how”––how do you deliver or create that product or service? Once you have these defined, you can move onto the “why” that drives your brand. And that’s what you market.
Part of a consistent and cohesive brand voice is how you define your values as a brand and how you weave those values into every aspect of your products (including manufacturing and distribution), your services, your marketing efforts and your internal communication. Gen Z and Alpha’s are digging way deeper into brand values than any previous generation so get clear on what you stand for, why and how.
This is calling back to what you want to be known for, but it’s so important that I’m putting it in here twice. What is the one biggest challenge you help people solve, resolve or overcome? No solution is one dimensional, but your messaging must be clear on the Big One so people are driven to learn more about your brand and all the other problems it can solve as well.