The goal of any business is to help the people it seeks to serve and hopefully make enough money along the way to do it again and again.
Yet, when it comes to messaging, it’s easy to get those priorities flipped.
Go to almost any business website and it’s plain to see. The landing page talks about the company culture, its values, the mission, and what makes them so great, instead of talking about how they can help their audience.
This leaves it up to the customer to figure out what the business offers them. And that’s assuming the customer is sticking around long enough to figure that out.
Instead, businesses would be better off talking about their audience. Answering the questions, what are their wants and needs? What problems do they currently face, and how can we help solve them? And, what does success look like when we help solve their problem?
By answering those questions, two things happen:
A brand is a promise. It's the promise you make to your customers about what they can expect from your product or service.
You can have the best logo, use the most fantastic typeface, create the perfect colour palette, but if you’re not using those elements consistently across your brand, you risk confusing and turning away potential customers.
Branding is one of the most important aspects of any business. If you're not branding yourself properly, it's very likely that your business will fail.
You know your business inside and out. You know what you do best, who your customers are, and what makes you different from competitors. But do others?