Ask These Key Questions to Determine Your Brand Message
by Liz Plachecki
Who are we?
Take a couple sentences to define exactly who your business is. Only a couple sentences! A concise definition without meaningless jargon is crucial before you start answering the rest of these questions. If your subsequent answers don’t line up with this first answer, then it’s time to rethink.
What’s our tone of voice?
Your brand’s voice must always be a clear representation of its character and personality. Is your brand serious or quirky? While it’s completely okay to maintain a more serious tone with your brand messaging, remember to present yourself as human and approachable. The language you use in your message plays a major role in setting up the tone for your brand. So compile a list of phrases, words and adjectives that represent your brand’s core and share it with your social media team manager.
What makes us unique?
The Internet, and certainly social media, is full of loads of offers and information, so figuring out what makes your brand unique brings you one step closer to bringing in your target customer. For example, if you run a sports bar, the fact that you have flat screen TVs and serve wings isn’t unique – but if you have a sand volleyball court, then you can play up to your audience that you run a sports bar where you can watch and play. This kind of thinking will help make your content truly stand out.
How do we build trust?
Building trust and credibility among your customers is key to successful branding. Whatever your brand message, be authentic, transparent and honest in every interaction. Pay attention to what your audience is talking about, what they are most interested in, and engage with them. They took an interest in you by liking your page or following you, so taking interest in them goes a long way.
Also, when you offer valuable guidance or resources to your target audience, they come to think of you as a trusted expert or thought leader. So as you’re developing your brand message, write down what kind of information you’ll share with your audience: industry news and updates, how-tos and guides, FAQs, etc.
What makes customers purchase our product the first time?
Determining what makes your target customer switch into a paying customer is crucial developing a strong brand message. Something happens to make people make a purchase decision – what is it for your particular product? Once you know, this informs how your brand voice will help people get to that point of decision. You don’t want to make posts like this on your wall all the time for everyone to see – think of this as being prepared for how to respond when a particular follower asks a question about your product. For example, you sell kitchen appliances. One of your Twitter followers tweets “Remodeling kitchen…Whirlpool or Kitchen-aid?” You respond “We offer both, with the best warranty in the area AND free installation. Come visit!”
What makes them come back?
Similarly, after you successfully convert a potential customer into a paying customer, you want to keep them. So think of what roles your customer service or product quality play in getting repeat customers. Ask yourself, “what makes our repeat customers come back? And how do I add this element into my brand message?” Maybe your repeat customers really like how great your customer service is. Promote this in your social media by featuring the customer service number or a customer service chat link prominently on your page.