7 Common Mistakes With Your Brand's Message
(And What To Do About It)
Before we go any further, let’s define what a Brand is.
“A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” - The American Marketing Association definition.
Put a message at the end of Brand and it gives it a voice & identity, beyond what you sell.
My definition of a Brand Message is your BIG IDEA put out into the world to ignite better or change. It’s this BIG IDEA, that you need your readers or customers to rally behind.
It gives your brand depth.
If you follow “copywriting rules”, you may have heard about digging into your customer’s pain to write persuasive copy. But I truly believe, when you appeal to your customer's values, more than their pain, you breed loyalty --over quick fixes.
And nobody wants to be a one-night stand type situation.
So, how do you become your ideal clients bonafide? And why do you need anyone to rally behind your message, anyway??
Simple. To give it legs, for it to grow into something real, and not have the best-kept secret --remain in your head.
You brand message should be clear and personality driven, it should beacon to your ideal client. It should call for them to take action and want to be a part of the movement.
*cough* *ahem* Your business is a movement.
It’s a declaration to the world what you’re about. Yes, It’s that serious.
*Whip through the post using this slideshow or read on...
Here’s why I’m calling out these 7 common Brand Message mistakes, so you can stop being a one night stand & become a bonafide brand.
1. Trying to Be All Things at Once
Have you ever met someone who was a pro at EVERYthing!
They can help you with marketing automation, lead generation, a business analysis, social media growth, coach you on your love life, fix your kitchen sink, walk your dog and order takeout for dinner tonight...
Too much right?
It’s confusing to know what, specifically, they can help you with because they do everything!
You want to avoid this same trap. Niche down and get specific on what you can help a person with.
If you know how to lead generate the hell out of any market, then you should focus all your business efforts in selecting a market you most vibe with. Then be known for being a lead generating master in the dog grooming industry. (first thing that came to mind)
I resisted this when starting out.
I could do everything and help in many areas but I couldn’t clearly define how I could help someone. This left me fumbling around to figure out, who my ideal client was. Which prevented me from marketing myself effectively and not making a sale.
So many levels to this branding thing, but that’s not my expertise --messaging is.
Work on your one-liner (make it concise and people will get how you help easily).
Here's mine: “I help women on a mission with a message, who struggle putting themselves on paper to attract & sell painlessly.”
Let’s carry on.
2. Talking to all of the Internet
This is just weird.
Picture yourself at a local Starbucks, enjoying your regular Pumpkin Spice Latte and all of a sudden this lady gets up on a table and starts introducing herself. She’s literally shouting her introduction.
It’d be weird, right? You’d think “she’s completely lost it!” and slowly exit the shop, or keep watching to see what happens next? Most people wouldn’t engage with her and immediately write her off as “she couldn’t, possibly be talking to me”.
That’s the same way your writing comes off when you generalize your social media posts, articles or newsletters.
This is where knowing what your ideal client value, comes into play.
3. Not Speaking Your Ideal Clients Language
We often speak industry talk and forget our ideal client may not know what “uplevel” or “SAAS” or “reverse engineering” means.
We forget to use the words they know because we’re afraid of sounding simple, by using simple words to describe our product. But the first rule of copywriting is to be clear, fancy words afterward.
4. Using Fancy Buzzwords Because It's Popular In Your Industry
Listen to me, eventually, people tune these buzzwords out; like “guru”, “ninja” or “wantrapreneur”. Who are you...and how can you really help. Here is a free list of 35 buzzwords to smoking hot copy because there are some things better left unsaid.
Say what resonates with your audience, not your peers.
5. Mimicking Industry Leaders
Being new to entrepreneurship without a blueprint can have you feeling lost and looking for a home with someone who really gets you. So when you see someone in your industry crushing it (another overused buzzword), you want to mimic their efforts to potentially garner the same results.
I’ve done it! Learning fairly quickly, it’s not sustainable to build a long legendary and fruitful business.
You have to carve your own path and define your voice to have longevity.
If you see the majority doing the same thing, you’re going in the wrong direction. Be different by being yourself, that’s how you stand out.
6. Thinking You Don’t Have a Brand Message
You’re probably spreading a message, you think, you don’t have --right now. And not even know it.
There is an intent behind how you deliver your services, it’s the same intent when you write any media communications for your business.
Intent: You want to help people be more productive...
Why you started your business: To have more time for your kids
Intent: You want to help people be more happy with their career advancements
Why you started your business: To not feel guilty about your earned successes
Intent: You want to help people make more money in their business
Why you started your business: To leave your full-time job
What’s your true intent behind your messaging…?
Your message is what your business stands for and believes is possible. More time, happiness & freedom.
It is what you value as an individual put into your service/product, ultimately your value will either resonate or turn a potential client off.
And that’s an amazing thing!
You begin to attract rather than manipulate a sale. That’s icky business and nobody likes to feel they’re being sold to.
7. Not Being Yourself
Avoid the sea of sameness trap. Avoid it like a bad cold.
This is what distinguishes you from the pack. You cannot lose by doing things that naturally suits your communication style.
Bring readers on to your territory, where you shine the brightest and your zone of genius.
Write how you speak, give your brand message a real voice (yours).
When you’re authentic, there is no competition.
Which one of the 7 common Brand Message mistakes are you doing?
Share in the comments below!