Can you tell me what your business does in a straightforward, single sentence?
Not as simple as it sounds is it? Taking a good, honest look in the mirror is one of the most important jobs a business can do – especially when you’re thinking about any branding or marketing activity. If you don’t know who you are, how will your customers find you, buy from you or become a loyal advocate?
It took us quite a while to decide ours but we managed it:
We connect your brand with your customers.
We do this in many ways, but that’s because it’s what we do. Here are some successful business’ that explain themselves really well:
Toms – With every product you purchase, Toms will help a person in need.
Mail Chimp – Build your brand, sell more stuff
Box Technologies – Delivering customer engagement. (One of our brilliant customers)
Creating that definitive positioning statement is done by defining your brand values and your business objectives. Being clear about what you want to achieve makes it a lot easier to communicate the right message to your customers and prospects. You don’t often need to undertake a complete re-brand to achieve this – although sometimes you do! Workshops during brand refreshes or brand re-positioning often reveal the truths about what your business does, which is often quite different to what you say it does.
You may have also noticed that really big brands such as Apple, Coca Cola and Nike don’t do this at the top of their websites. This is because they’ve been successfully building their brands for years. In my humble opinion, this might not always be the right decision though. What do you think?
I hope this gives you food for thought. It’s really important to keep making sure you’re telling customers what you do – in a compelling way. We’re always on hand to help you discover and articulate what you do best and help you connect your brand with your customers. Drop me an email here if you want to chat more.