Struggling to sum up why your brand stands out in one sentence could be a red flag. This oversight might be draining your wallet. You’re investing in marketing, but if responses are lukewarm, your brand’s core message likely needs clarity.
Here’s the deal: A complex core message confuses customers, leading to no clicks, no sales—nada! In my years of crafting brand stories and strategies, I’ve seen firsthand how convoluted messages can stifle a brand’s growth. I remember working with App Samurai who offered an array of innovative tech solutions.
Their brand core message was “App Samurai offers agile and cost-effective app development and modernization services, with a customer-centric approach that delivers high-value, tailored application solutions for businesses of all sizes.” Their message was too complex for their target audience to understand, no one got what they were selling. We went back to basics. Instead of a mouthful of tech speak, we switched to “We help new and growing businesses create great apps easily and affordably, focusing on what customers really want.” Isn’t that better? People started sticking around the website, and sales went through the roof.
The solution is simpler than you might think. Your brand’s core message, or ‘value proposition’, should be clear, not overwhelming. I like to use a simple formula for this and I’m going to share it with you.
How to fix your Brand Core Message (Value proposition)
Strip down to the essentials. Let’s learn to create a brand message that’s as simple as coffee talk.
There are three things to ask yourself. The answers to the following questions will help create a simple statement. Maybe get a paper and pen or open a notepad app for this –
1.Who is your target audience? Who are you trying to sell your products to?
2.What is their aspiration? What do they dream to achieve or their pain points?
3.What benefit does your product or service bring to them?
Once you’ve written your answers down, fill in the blanks in the following statement:
We or I help (target audience) (verb) (target audience’s aspirations) by (benefit of your product/service).
Don’t worry if you can’t craft a perfect one right away – trust me, it took me weeks to craft mine. I have a couple of examples to help you understand.
If you’re a beauty brand, instead of “We provide high-quality, multifaceted cosmetic products to enhance beauty regimes for discerning customers seeking luxury and efficacy.” You can refine your brand core message to “We help beauty lovers glow with confidence by offering easy-to-use, radiant makeup essentials.“
For a home decor brand, instead of “Our brand curates a sophisticated array of home furnishings and decor accents that reflect a commitment to aesthetic excellence and functional design.” You can refine your brand core message to “We help homeowners create their dream space by offering stylish, comforting decor that’s a breeze to set up.“
If you’re a food brand, you can say “We help foodies savor every bite by crafting delicious, all-natural sauces that make meals pop.“
Or if you’re a wellness coach, a simple brand core message would sound like “I help wellness seekers achieve balance and vitality by providing personalized, easy-to-follow health coaching.”
If we want to finally connect with customers, we have to avoid blasting them noisy statements.
Where to use your new brand core message?
Use it almost everywhere! Here’s a few places you will want to be sure to include it:
-Headline in your website’s homepage
-Instagram profile bio
-Facebook business page, LinkedIn and Pinterest about section (tweaked with additional keywords for search)
-Introducing yourself / being introduced (think guest speaking, podcast, keynote, etc)
You’re not alone. Most of my clients reach out to me feeling stuck, confused about the underlying problem in their business. One of my services includes brand strategy workshop and during the workshop, I work together with businesses to identify what’s keeping their business from soaring and we refine who their target audience and how to so touch their pain points. If you need a helping hand to make your brand message as clear and compelling as it should be, just reach out to me!