You only have one value proposition and you want to stick out in your clients’ minds.
How do you determine what that one clear message should be? Look for three perspectives
to identify your promise, the clients’ perspective, internal perspective and marketplace perspective.
Find out what matters most to your clients. Do not presume. Survey, interview your clients.
Pay attention to your clients on social media. Start thinking about what your clients’ value the most and keep track of keywords that you either hear or see from them repeatedly.
For a brand promise to be e effective it must be true. What is it about your product or service that makes it unique?
Where does your product or service create value?
Only one brand can own a position. Look at your competitors tag lines. How do your competitors position themselves? Make sure to read their about us on their websites.
Make your value proposition distinct. Once you have your insights, divide them to determine where these perspectives intersect and how. Another key aspect that is important for your brand messaging is to look at the future and potential for growth. Remember whether you’re involved in a non- pro t doing great things for your community or you’re selling real estate or jewelry you need to get your message across through your own branding message.