Over the past few weeks, I’ve spent a ton of time chatting with some incredibly talented mentoring clients of mine who are really struggling to clarify their brand message. What exactly is a brand message? And how can you share parts of your story in an authentic way that sparks connection with your ideal clients
Now, I totally get it. When we think about our brand story or brand message, it can feel a little abstract. And as a result, you don’t know where to start.
Which is why today, I am going to demystify the brand message concept and share three easy to follow ways you can gain clarity for your own brand story. Let’s get straight to it, shall we?
HOW TO HONE YOUR BRAND MESSAGE
As we dive into these three steps to move forward with a more authentic connection with your ideal clients, I want to also share that a lot of these ideas and strategies you can find when working with a professional copywriter or brand messaging strategist. But also a lot of the greatest marketers of our time will tell you these same ideas.
One of my go-to resources I recommend to all my mentoring clients and even a few of my branding clients is Building a StoryBrand by Donald Miller.
This book is such an easy read that can yield big results for your business. It’s written in an action-based way filled with practical prompts to help you create action steps to implement in your own brand. You walk away with a head full of knowledge and a notebook full of wisdom that you can then translate into powerful website copy, strategy social media messaging and so much more.
For the overachievers among us, I encourage you to hop on over to Amazon and order this book ASAP. But I digress.
If you are ready to dive in, cut the clutter and demystify this idea of brand message here are the three easy ways to gain clarity in your own brand message.
1) POSITION YOUR IDEAL CLIENT AS THE HERO
The first thing you absolutely need to do in your brand message is to position your ideal client as the hero of your brand story.
I personally love the idea that through our work, services and products as creatives, we aren’t necessarily front and center of the spotlight. Instead, your ideal client is.
I think there is a huge number of missed opportunities between creatives and their ideal clients when unintentionally you position yourself as the hero of your brand story. Instead, we have to take control of that spotlight and re-adjust it to shine brightly on our ideal client.
Think about the ways you make investments in people. You are more drawn to brands and people who see you right where you are in your journey, right? When they see our struggles and can help us move forward with clarity and purpose through their offerings. That’s when we gain trust and the opportunity to work with our ideal clients.
But if we land on someone’s website and it’s all about them and their experiences, we lose interest or don’t see how they can help us in our own journey. Because it appears they don’t have space for us in their story and work.
And that’s the exact opposite of what we want to have happen when a potential client lands on our website or social platforms. We want to make it abundantly clear in the way that we can serve them as they are, front and center in their own story.
So when you are thinking about the ways to position your ideal client as the hero of your story, think about the differentiators you as a creative offer that can really equip you to walk alongside your client through their branding journey.
2) ESTABLISH YOURSELF AS THE EXPERT
The second way to gain clarity is to establish yourself as the guide that can help your client achieve their definition of success.
We just spent some time walking through how we want to put our clients front and center in your story. But that doesn’t mean you don’t have a role right?
Because with so many products and services you offer as a creative, you and I both know that you have an active presence in working with your sweet clients. It’s just a matter of making it clear to them so they can see when and how you enter into this relationship as well.
Since we don’t need a story with two heroes, we instead want to focus on creating a story that positions you as the expert who can come alongside your ideal client and help them navigate their journey towards their definition of success.
Take your experience, knowledge, and the results you’ve been able to deliver for past clients and use those insights to inform your ideal client just how you are equipped and qualified to guide them on their journey.
If you take a look at my branding page on my website, you see that first and foremost I am speaking directly to my ideal client, because she is the hero of my brand story. As you continue to scroll down the page, you then see how I position myself as the guide to help her on her branding journey.
This creates the foundation for a relationship with my clients where their specific pain points are seen, heard, and valued. And then, they can clearly see how I have the skills, knowledge and experience to meet them right where they are. But also the care and consideration to come alongside them and help them move forward with clarity through their branding.
3) EMPOWER YOUR IDEAL CLIENT TO REACH THEIR GOALS
The third way to clarify your brand message is to identify how your work empowers your ideal client to reach their goals and conquer their pain points.
Another favorite business book I read earlier this year is called Expert Secrets by Russell Brunson. In this book, Russell talks about how to really identify the ways our work as business owners empowers our ideal clients to move forward with clarity. He has this kind of action he likes to call, “throwing rocks at your ideal client’s enemies.”
I absolutely love that visualization of you, the business owner, as the guide who is helping your client navigate their journey. It’s almost like stepping in front of your ideal client, who is the hero of your story, and throwing rocks at whatever is standing in their way of achieving their greatness. Whatever that obstacle or greatness looks like to them.
If we take this same approach and move forward with it through your brand message I want you to understand there are going to be common pain points, struggles and obstacles so-to-speak that will stand in your ideal clients way of achieving their definition of success.
When I think about my own business, a lot of the pain points that are standing in my branding clients ways of having the brand of their dreams are things like a brand that no longer looks or feels or sounds like them. Or even a brand that is not strategic or is not built from a place of heart.
These kinds of things lead to issues where my clients are not connecting with their ideal client because their brand isn’t an authentic reflection of who they are. And, as a result, they aren’t able to charge their worth, book their ideal clients or connect with the elevated types of clients they want to work with because of these non-strategic and disingenuous visuals.
With that in mind, I write messaging through blog posts, sales pages and even Instagram captions that basically let my ideal client, the hero of my story, know hey girl I see you! I see where you are struggling. And I can show you how, together, we can throw rocks at those obstacles and move forward in a more purposeful and heartfelt direction with your visual brand and your overarching brand strategy.
BONUS: IDENTIFY YOUR OBSTACLES
In order to empower your ideal client to reach their goals, we need to identify their obstacles and pain points.
Completely smash their pain points to bits by throwing rocks at them. And show your ideal client time and time again there is a better way to do business. And that you as the expert have the tools, experience, resources and know-how to get them through those pain points and in the direction to their definition of success.
By positioning your brand message in these intentional ways you begin to train your ideal client to believe you are the best guide to help them on this journey. And that you are absolutely the expert they want to trust along the way.
NEXT STEPS: 5 WAYS TO ELEVATE YOUR CLIENT EXPERIENCE
Are you ready to take your client experience to the next level through actionable strategy and intentional choices? Then snag my free guide below to immediately start elevating your brand through your client experience in 5 simple, easy-to-implement steps!
5 Ways to Elevate Your Client Experience
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