Now every business has a message even if it is never articulated. It puts into a short simple phrase, what you stand for, and is the meaning that makes sense of the brand.
As a new small business you may have created your tagline, written your web copy and have all your words in place to present your business to the world and introduce your brand.
But what about the message that holds all that up.
I’m not talking about key messages that organisations use as static phrases inserted into copy created to ensure a uniform style or consistent voice. I’m talking about the overall message of your brand that makes sense of those key messages and every other message that you choose to communicate.
It doesn’t just simplify your brand to your audience but also for you. It gives a fuller understanding of your words, positions your business and lets the desired prospect know their values line up with yours.
It takes some thought to produce the magic words that together create a powerful message which is rooted in your values and aligns your audience. This simple analysis might just help.
There are those messages related to solving a problem
Our prospect has a pain or problem that we show we can solve. This works well for the coaches, web designers or those servicing a clearly defined niche but what if you are selling a product such as bespoke furniture, clothing or jewellery?
What problem do you solve is a good starting point to creating a great message for specific industries. But if you are a small business intent on building a brand it might be time to take your business from relieving a painful ‘need’ to inspiring a meaningful ‘want’.
There are those who rely on aspiration
The premise is ‘you will become ‘more’ by your association with this product/service’.
This conjures up images of those TV adverts for big businesses that make implausible associations with ‘popular subjects’ or resort to shock tactics to get our attention.
Sexuality, health, wealth, family, security and love: These might be some of the values portrayed in the message but the audience isn’t fooled for a second that there is any meaningful connection between the corporation and the values portrayed.
And those that provide meaning through a shared experience
The product or service is only part of the story. Your audience craves meaning that goes beyond what you offer. So what are you really selling?
Messages that inspire through a shared value hit the spot in terms of emotional connection, because they give a sense of belonging.
Firstly; your message inspires because it fits in with your audience’s bigger picture. Secondly; the value expressed in the message is one that is not only clearly aligned with the brand but I would go as far as to say is the reason for the brand. It is no longer aspirational but inspirational.
Having a powerful message that speaks to the very core of your audience is more than a business declaring; I can solve your problem, but an audience knowing; I am understood.