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Your Brand Messaging - The What, Why & Who

Jan 10, 2020

What is a brand message?

It’s what you're going to talk about across all of your platforms, this is what you want to tell the world about your business, about what your brand stands for. Also it’s going to help connect your people to you and it's going to repel the people that aren’t a match for you. That's really important because your audience won't grow, you won't get the right clients and your business will stay stagnant if you don't have the right messaging that connects to your audience.

Make your ideal client a real person.

First, you have to figure out who your ideal client is. This requires that you dig a little deep and really think about who you’re serving and what it is you’re selling. Before you create your message, you need to figure out who you’re talking to.  We don't want to talk to everybody because if you talk to everybody you’re really talking to nobody. 

When I first started my business,  I got a lot of advice that said who’s your ideal client, what are their demographics, how old are they, are they married, where do they live? While all that stuff is pertinent in figuring out who your ideal client is, in my head I'm saying, “who is this person as a real person?” So the first thing that we need to do is make them real, make them your best friend, make them a piece of you. They should be somebody that you can relate to and then dig deep and understand how they feel. What are their pain points? What struggles do they have? What keeps them up at night? How can you solve the problem that they have? What is it that you sell that can solve their problem?

Why are these things important? They’re important because every time you post, blog, podcast, packaging your widget, and update your website it is going to be based on your ideal client. Ask yourself, “Does this attract my ideal client? Does my ideal client want to hear about ABC?” What do they care about? You’re talking to this ideal client every time.

What’s your message?

Your message is what you want the world to know. The best way to figure out and get some clarity around what you want your message to be is to choose five words that you want your ideal client to think about your brand. What do you want them to feel and say to other people when they talk about you and your business? How do you want them to feel after they’ve done business with you? Then name a value that your brand stands for. 

Figure out the three core values of your business. The importance of doing this is because it directly connects you to your ideal client and it connects your ideal client to your brand on an emotional level. Your selling your story, your message and emotion. You're not selling your product or your service, but you're selling the transformation that your ideal client is going to get.

You need them to resonate with you on a deeper level. That will get them talking about you, sharing you and will get them coming back. People don’t buy goods and services. As Seth Goden says, “They don't buy goods and services. They buy relations, stories and magic.”

When I started my first business I was selling photography and then coaching. My ideal clients don't resonate with that. So what are they getting from me? It’s not just coaching, but it’s the transformation, the leadership and a guide to where they want to go. 

Your message should go something like this: My ideal client thinks my brand is (insert three to five things that you think you want your ideal client to think about your brand) because I (name what do you do that makes them think those things). They feel (name three to four things feelings) when they think about my product or service or doing business with me because (name why). After they do business with me they feel (name how they should feel) because (name the reason).  My brand prides itself on standing for (name what your brand stands for.)

Pull out the most important parts of your message and create your message in one sentence.  So it should start with something like, “My name is _____ I help ____________ and name how you help them. I help women entrepreneurs create a standout brand so that they can attract their ideal clients and be profitable. This will be your little elevator pitch not your total message. 

You have to have an idea of what your message is, who you're helping and why you're helping them. 

What is your why?

Next, figure out your “why.” It is not because you want to make more money. It is not because you want to sell more hats or whatever it is your selling. This is a much deeper level. What is your vision? What are you doing this for? What change do you want to make in the world or in somebody's life by doing what you do? 

The clarity questions are, “Why did you start your business? What problem are you solving? Who are you helping? What are you selling?” So if you can answer those questions, the deeper question and the deeper answer will come. 

A really good exercise is the 12-step level. You answer your question, “Why did you start your business?” and then write your answer. Then ask yourself, “Why?” based on your answer, then write the answer. You ask yourself “why” 12 times and you're going to get  to number six or seven and feel stuck, but keep going and don’t stop. By the time you get to the end of that 12th why, it's like a crystal clear nailed down answer as to what the hell you want to create in this world. It's an amazing exercise that I highly recommend.

Your “why” is important because it connects you to your audience and people care about why you do what you do. Especially in this day and age, people really care about what you and your brand stand for. 

My “why” is to help as many entrepreneurs as I possibly can to grow their business and grow their profits and have a better life. Why do I want to do that? Because when I change one entrepreneur or help an entrepreneur, I change that household. I change the household because I've changed how they’re growing their business. So now they have a different mindset perspective, a different income, a different self- worth that they're bringing into their home. When they bring that into their home, that changes their home, their family and that changes their neighborhood and then that changes their town. It's a ripple effect. 

Could I change the world? I could. Could you change the world? We can all change the world. It starts with one thing. It could even start with a smile. But whoever you're helping, even if you're selling a hat that now keeps mom's head warm and she's happy and now she treats her kids better. The kids will be happy so they go to school happy. They treat their friends better. They teach their friends how to be kind and it's just a ripple effect. If you help one person it creates a big ripple effect. It helps people relate to you. But making this clear to you will help you better understand who you're talking to in your copy and in your content. Then you will attract the right people.

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