How Brand Clarity Helps You Connect With Your Audience

A simple strategy that can change the way you communicate with your target audience and market your business.

Brand Clarity

Are you struggling to get more qualified prospects interested in your business?

If so, brand clarity could be the missing piece of the puzzle.

Brand clarity is not just something you have. It’s a process that helps you communicate what you know about your business in a way that is easy for your target audience to understand.

To sell more of your products or services, you must prompt potential customers to act. Brand clarity makes all of your messages more compelling. Most of all, it helps you stay laser-focused on your mission and on reaching the people you best serve.

After you read this article, you will know:

  • How brand clarity bridges the communication gap between you and your target audience
  • Why brand clarity makes all of your marketing and advertising more effective
  • How to develop brand clarity for your small business

It’s How You Look at Things

There are over 7 billion people on the planet. That means there are over 7 billion unique perceptions of life. If you ask someone their opinion on anything, the answer they give you will be influenced by many factors, such as their beliefs and values.

People process everything they see, hear, and feel using a “filter”. This filter has been shaped by their experiences, past and present.

What does this have to do with brand clarity?

I’m glad you asked.

If you want to get more prospects in your target audience to buy from you, they must see exactly how you can help them.

And they must see it immediately. Not tomorrow, not next week—now. Otherwise, they will move on to a competitor and forget about you.

As the business owner, you must communicate your value clearly, quickly, and effectively. If you don’t, you leave it up to the prospect to determine it for themselves.

Most of the time, what people think—their perception of you—won’t be accurate. That’s because they don’t know enough about what you do to understand how much you can help them.

This is why so many people who need your product or service don’t respond. They are unable to see the true value. Brand clarity bridges this communication gap between you and your target audience.

It’s not what you look at that matters, it’s what you see.

Henry David Thoreau

Brand Clarity Is the Foundation for a Compelling Message

Communication problems between businesses and their target audiences run rampant. There is a simple explanation for it.

Most small business owners jump straight into lead generation before developing brand clarity. They experiment with marketing messages, hoping to find something that works. In the process, they end up sending mixed signals that confuse their audience.

The most successful businesses have brand clarity before they start selling anything. They know exactly what to say and who to say it to before they run the first ad. This clarity makes all of your brand communication more effective.

Brand communication is the combination of activities that influence customers’ opinions of a company and its products.

Brand communication comes in many forms. It can be written, spoken, or as images (i.e. your logo). All of it is designed to build interest in your business.

Brand Clarity Pyramind

Do you tweak messages on social media, websites, or ads, looking for anything that gets a response? We all have. And experimentation is fine if it’s done right.

But many people in your audience have never heard of your business or are just getting to know you. Don’t get bored or impatient with your brand communication. Most people will be seeing or hearing it for the first time.

The last thing you want to do is confuse your audience because a confused mind says no.

READ MORE: How to Create a Brand Message That Connects

How to Get Brand Clarity

Now, I’m going to give you a framework to help you get brand clarity. Take your time with each question. It’s important to do this well as it will set the tone for all your messaging going forward.

1. Why does your business exist?

This is your purpose.

Why did you start? Surely, there must have been a reason.

Write it down. Try a few variations until you find one that flows and is easy to understand. Show it to ten or twenty people you trust and ask them for feedback.

The goal is to make sure that anyone can read what you have written and know exactly why you do what you do.

2. Why do you think your purpose is important?

This is a follow up to the first question. Why do you think people need what you offer?

Consider the problems your prospects have that you can solve. How do those problems make them feel every day of their lives? What does this problem prevent them from achieving?

Think of as many things as you can. Once your list is complete, pick the three most important ones.

The true value of your business lies buried in this question.

3. What obstacles do your customers have that you can help them overcome?

Each one of us will encounter obstacles every time we set out to accomplish a goal. Your customers have obstacles right now that are blocking their path.

Perhaps they have insecurities, such as low self-esteem or feelings of inadequacy. Maybe they’re confused about how to overcome their problems.

How does your product or service help them overcome physical and emotional obstacles?

Remember, obstacles are villains. Your customers are the hero of the story. You are the guide.

What beliefs can you share with your audience that positions you as the guide? What is your philosophy about the challenges they face?

4. Who are your best customers?

Now, who are the best candidates for your product or service?

Many businesses look for anyone who show an interest in buying from them. But you should focus instead on your best customers. These are the people you can help more than anyone else.

You can still work with anyone you choose. But looking for your best customers improves the quality of your entire customer base over time.

This is the key to finding qualified prospects. Because you are intentional about who you target, you will attract better customers.

Premium brands know that to help people at the highest level, they must find those who will benefit most from what they sell.

5. How do you transform your customers’ lives?

Emotions drive buying decisions. People buy the transformation you help them make.

People may tell you they want a new car. But if all they wanted was “a car”, there wouldn’t be over 250 different models to choose from each year.

People buy the car that gets good gas mileage because it makes them feel responsible. They buy the car with the highest safety rating because they want to take care of their children. Or they buy the luxury car because it makes them feel like a celebrity.

No matter how it appears, people buy the transformation—the emotional benefit.

What transformation does your product or service give customers?


6. What sets you apart?

If you’re like most businesses, you have lots of competitors. All of them make the same claims to your audience. So, why should anyone buy from you?

What makes you different?

You can’t think you know what sets your business apart—you must know. How?

Look over your top ten competitors. What do they promise customers? How do those compare to your promises?

What can you do that they aren’t?

7. What form(s) of communication do you enjoy creating?

It’s likely that your audience will respond differently to each type of communication. For some businesses, blog posts will generate more interest than video, or vice-versa. Likewise, your audience may prefer one social media platform over another.

But don’t force yourself to create a form of content you don’t enjoy. Why? Because if you don’t like doing it, you probably aren’t good at it.

It’s better to start by creating content in a form you like first. If you like to write, write blog posts. If you’re comfortable on video, start with video.

It’s also true that your audience will prefer one form of content over another. But you can always repurpose the content in that format later.

For example, if you don’t like video but enjoy writing, write blog posts and repurpose them for video later. You can have someone help you put the videos together. But the videos will be much better when you base them on the blog post you previously wrote.

8. What is your brand voice?

Each human being has a unique voice and your business should have one too. Think about it. It’s not just what you say but how you say it.

So, how do you want to communicate with your target audience? Maybe your audience responds to a formal or academic tone. Others like a casual, friendly style.

Think about your audience. Who are they? What news outlets or social media channels do they use? Knowing what these are will help you create your brand voice.

But, as always, stay true to who you are. Your brand voice must be genuine to be effective.

Bonus question: What do you want people to say about your business when you aren’t around?

Jeff Bezos, CEO of Amazon, once said, “Your brand is what people say about you when you aren’t in the room.”

What someone says about you behind your back reveals what they really think of you. The branding process allows you to take control of the impression you make. This is powerful.

Most businesses try to build a reputation by doing a good job for their customers. But shouldn’t you always do your best work? Besides, your target audience can’t know you do great work until they become a customer and witness it firsthand.

Before people will buy from you, they must decide if they know, like, and trust you. While you can’t completely control how they feel or what they think, you can use branding to influence their opinion.

Brand communication is the combination of activities that influence customers’ opinions of a company and its products.

What opinion do you want your audience to have of your business?

Write it down. Every message you put out into the world must express and reinforce this theme. This applies to your website, social media, ads, presentations, events, or any other point-of-contact.

Conclusion

Brand clarity is essential to compelling communication. Without it, you run the risk of confusing your audience with mixed or misguided messages. And a confused mind always says no.

But with it, you can reach qualified prospects in your target audience. Most prospects in your audience don’t have an accurate perception of you. Brand clarity can help you make the right impression.

This is how to attract more customers with less effort.

Use the 9-question framework in this article to develop brand clarity.

If you have a question or need help, email me personally at [email protected]

I’ll respond to your question and help you move to the next step, free and without any obligation.

Until next time,

Chris

Chris Fulmer

Director, The Golden Vineyard Branding Company
The Golden Vineyard Branding Co

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