Your brand is how and why your customers choose you over your competitors. You can think of it as your company’s personality. So it’s something that’s worth defining clearly.
What do you stand for? What are your strongest character/traits? And how does that translate into your presence – from the images you use on your website to the language you use
in your emails?
“ What are your strongest
character traits? And how do
they translate into your presence
– from images to language”
DO YOU REALLY KNOW WHAT YOUR BRAND STANDS FOR?
- Who is your customer?
Get your personas lined up, visualized and ranked first of all, use them to help you answer the following questions.
- What problem do you solve?
From your customer’s perspective, what challenge are you solving for them? Visualize your perceived value.
- What are your distinctive benefits?
List three to five benefits your customer gets from choosing your product/service that customers don’t get from going somewhere else.
- What’s your brand promise?
This is like a pledge. What will you always do for your customers? This is the other key part of your proposition that separates you from the competition.
- How does it fit together?
Take your answers so far and try to craft a single paragraph that covers them. It’s ok if things merge and overlap, the aim is to end up with a unique message.
- Can you make it shorter?
Now, refine. Take your time, review again and again until you’ve distilled your value proposition to one clear line that captures everything you want to say.