Are you confused about your brand messaging or maybe your campaigns don’t seem to be resonating with your audience?
In this episode, I explain why a lot of businesses struggle with their brand messaging and the problem isn’t what you think. The episode gives you 3 tips on how you can tighten up and focus your brand messaging strategy to get you results.
If you want some help defining your brand messaging a good place to start is by defining your brand you can download a free pdf that takes you through the process in more detail below.
How to define your brand – Worksheet Download – https://bit.ly/2z8GhtN
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RESOURCES & LINKS MENTIONED IN THIS EPISODE:
How to define your brand – Worksheet Download – https://bit.ly/2z8GhtN
Schedule a call to book a FREE BRAND Discovery and strategy call to begin the process of unlocking your brand’s full potential
Is your brand messaging as effective as it could be and resonating with your audience.
What you see a lot of brands doing when it comes to their brand messaging is focusing on themselves as opposed to their audience. So you’ll see things like how long they’ve been in business and who started the company all the time, focusing on themselves as the hero and not their audience. Now, while some of this messaging as sort of supplemental messaging is useful in certain scenarios, the majority of what you want to be talking about when people visit your website or see your marketing campaigns is talking about how you help your audience solve their problem and make their life better.
We’re all really time poor at the moment. So we don’t have a lot of time to do a lot of things. And a lot of time when we’re looking for solutions or products and services, we’re looking for something to solve a particular problem that we have. If we land on your website and all the messaging is about you, the audience are going to switch off pretty quickly and they’re going to be hitting the back button within a heartbeat and straight, and your competitors’ site.
When we land on a site. Looking for a solution to a problem. What we want to see is language that is talking directly to us as though it’s been designed for us, we found the place we’re looking for and the messaging is speaking to us directly.
Google has made us expert searches, trying to find what we’re looking for, and we want brands that help solve a problem for us or overcome an obstacle or make our life better in some way. And the ones that do that and can explain that quickly and concisely the ones that get our business and also stay top of mind.
So if you can position your brand as a solution to a problem in the audience’s mind, you have a really powerful tool for them to remember and to refer you on.
If I was to say, I’ve got a problem, I need to find the nearest sports center to where I live you would probably say to me, Well, why don’t you Google it? And what Google has done is position themselves as a solution to the problem of searching. In fact, they’ve done it so well that people use the term, ‘Google it’ now, as opposed to searching or search engine. This is an example of thinking of the audience first and positioning your brand as a solution to a problem.
So what are some things that you can do to tighten up your brand messaging and to resonate with your audience? Well, firstly, stop talking about yourself, focus on your audience, talk about their problems, what they’re dealing with and how your brand helps them to overcome that.
A really good way to do this and to take stock of where you currently are with this is to go into your website and print off just the text. Get a highlighter, go through and highlight in one color every time you start a sentence with we or where, or our, and then another color highlight. Every time you start a sentence with you or your, or anything that is talking directly to your audience and you’ll be surprised at the inconsistency between the two.
Generally, what you’ll find is the we, the we’re and the our vastly outweighs the you and the, your, and it should be the other way round. So not completely, but say a five to one ratio is normally good between the you and the, your, and talking to your audience and the we, and the we’re an our and talking about your brand.
So if you can do that and highlight those two types of messaging, You’ll get a really good feel for where your brand currently is and also a really quick fix that you can do cost effectively that can have a massive difference to the people landing on your website.
Tip number two, PPR the cornerstone of your brand messaging so what does PPR stand for? It stands for problem, product, resolution. So your audience is generally struggling with one or multiple problems that are kind of around the area of your brand or service that you can provide a solution for some people don’t like the word problem so think of it more as a, an obstacle or a source of friction for your audience, that your product or service helps them to overcome.
Now, there are different levels of problems that your audience is facing there’s external problems, there’s internal problems and then there’s philosophical problems. Now, most companies try and solve external problems or they try and sell with the external problem in mind. Whereas most customers are buying to solve an internal problem and the philosophical problem is something that is the overarching, what’s not right, potentially about a situation.
So if we were to give an example, so imagine the sports nutrition brand that makes protein on the go protein and snacks for the real hardcore kind of gym enthusiasts that isn’t a pro athlete and has a family and commitments with work.
So they’re quite short on time, but they still want to work out as much as possible and they want to stay healthy and get the nutrition that they need. So the external problem would be, I need a protein supplement that’s quick to take the internal problem would be I’m frustrated that I struggle to maintain my protein intake daily due to a busy schedule and the philosophical problem is it shouldn’t be this hard to manage my protein with a family and a busy schedule.
So if you can use your messaging to address all three of these problems with a focus on the internal problem, that’s the real source of frustration and friction for the audience. Your messaging will hit home, it will resonate, and it will go a long way to making your audience feel like they found the brand that is meant for them and that it’s literally dedicated. To solving this problem for them.
Tip number three, focus on how you make your audience’s life better. So once you’ve solved their problem, where are you taking them? What is your brand do for them and where are they going to end up? So for example, running shoes, people aren’t buying running shoes because they need running shoes.
That’s an external problem where they’re heading and what those running shoes will do for them is help them to become fitter and healthier and a better version of themselves potentially that’s how they see it. So your shoes are merely a vehicle to take them to somewhere they’re trying to get to and if you can address that in your messaging and paint a picture of this future and what your brand is going to do for them, you create a real strong connection and you give them an idea. Of where they’re headed.
If you need any more help with this, there’s a link in the description that that’ll take you to a page where you can download a free worksheet that will help you with your brand messaging. I would also recommend getting the book, building a StoryBrand by Donald Miller. it’s a great book and it’s really useful for building out brand messaging.
We just put together a weekly Brand tip video series, which is designed to help you to unlock your brand’s potential and stand out from the competition and if you’re interested, if you just go to elements, brand management, all one word.co.uk forward slash weekly hyphen brand hyphen tips, sign up and you’ll be delivered a three to five minute video a week straight to your inbox I’ll put a link in the show notes if you’re interested.
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Have a great week catch up soon keep those brand’s unified