Never before in history has it been more challenging to get your message out there. We’re smack in the middle of mobile madness and everyone’s got something to say. There are over a billion people on Facebook chatting away about their love life, their dog or what they had for breakfast. So how can your brand be broadcasted in a way that is meaningful to your potential customer? Before you go out and buy the next piece of software that promises to do that, let’s get back to basics.
The most memorable brands in the world didn’t just happen. They dove deep into the core of their business. What they stand for. How they serve it up. Why their fans (customers, advocates, etc.) just love them. And why others don’t. Then they take all that juicy information and distill it down down down into a simple, super tight, highly memorable phrase that says it all. That’s called a branding line.
This Bud’s for you
We bring good things to life
Coke is it
The Ultimate Driving Machine
Please don’t squeeze the Charmin
Moral of this message: Do the in-depth, hard work of knowing who you are and what you stand for. It will pay off in spades.
Now after you get your brand tight, you have to repeat your message over and over and over again. I promise you will get so sick of it and that’s a sign of a job well done. Consistency is the name of the game. But make sure (this is important) that everyone in your company or organization is crystal clear about your brand message — and drives it in all their communications, in all departments. Mixed messages get neutralized — as if there are no messages at all. So get everyone on board.
Moral of this message: Repeat. Repeat. Repeat. But make sure everyone knows what you are repeating.
Now, that’s how you get heard.
If you are having some brand befuddlement and want some relief, sign up for a free Brand Aid session here.