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Avoid Sucky, Bland Brand Messaging

February 26, 2019  /  by  Diane Callihan

Everyone these days seems to be into providing solutions.

“We’re a solution-based company….We’re a solutions provider...”

Yeah, aren’t we all.

But what do you ACTUALLY do?

I’ve seen some companies with mission statements that say things like, “We help people live their best lives.”

That’s great, but WHAT DO YOU DO?

More and more these days, when I go to a company’s website and read the homepage, I can’t figure out what they do. OK – you make some sort of software, platform, application or solution…I get that.

But what does it do?

What your company or products do should be immediately obvious. Ideally, it should somehow be reflected in your business’ brand - name, logo, tagline, etc. It’s also helpful if your product names reflect what your products are.

I realize this sounds obvious, but apparently, it’s not.

What you do should be in your mission statement, your vision, your elevator pitch.

It should be in your web copy, your marketing campaigns, your ads.

Unless you work for Coke or Apple and have a brand that is so established that everyone knows you, it has to be immediately, abundantly clear what you do.

It’s also important to let people know why your business is different. What makes it stand out. What’s your hook? Again – be precise about what differentiates you. Don’t just say: We’re the best!

You* must figure out your messaging platform – how you want to describe who you are, what you do, why you are different – and make it as brief, specific and clear as possible. Then, standardize that language and use it everywhere.

(*You could also hire a great marketing agency to help you.)

You may also want to show it to people outside of your company to make sure it makes sense to your prospects. Sometimes we’re too close to our own company’s lingo and it’s helpful to get an outside perspective.

Don’t blend in with all the other solution providers out there. Say something real. Be specific. And stand out.

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