Your Brand Language

“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?

Tanner Garniss-Marsh, RGD, is a brand strategist and designer working with business owners to bring their envisioned brand to life with strategic and practical solutions.

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