“The key to successful marketing is creating a brand that speaks your customers language.”
It’s easy to talkabout ourselves and what make us different, but what’s harder is talking aboutour customers and the change we’ll bring about for them.
When we only talkabout ourselves, we’re banking on our customers to fill in the blanks. If wewant our brand—and in turn our business—to be successful, we need to know whatthey want and how they want it so we can deliver value.
When we talk aboutwhat we can do for people, it’s not just easier for them to decide if what wehave is worth their time—it also saves them from the frustration of making abad choice. This not only works to build trust, but it also makes it morelikely they'll recommend and do business with you again and again.
Speaking yourcustomers language isn't about tricking someone into buying something theydon't need. It's about effectively communicating the benefits your business hasto offer in a way that connects to your target audience.
If your brand onlytalks about itself, you have to rely on other people making the connectionbetween it and their needs—and in a world where decisions are made in aninstant, who has time for that?
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?