Convoluted messaging

How many customers are you losing because of convoluted messaging?

When you create a company, you might think you have a vision and dream of what that company can be, what it does and what it can provide. Just as importantly, you think you know how to communicate that vision to investors, customers and the media.

Then you walk into a strategy meeting with your executive team, jump onto a conference call with investors or sit down for your first media interview to find that other people—even those within your company—have a vastly different idea of what you do.

That’s why it’s business critical to establish a cohesive and compelling messaging platform that helps you avoid storyline soup and keeps everyone aligned on goals, mission and strategy.

But make no mistake, you have an entirely different problem if your messaging isn’t compelling. The prevailing attitude of consumers, especially in a world of pervasive marketing and salesmanship, is, “If you’re not solving my problem or identifying a challenge I should be aware of, I’m out.”

When your brand messaging is unclear, it’s hard to immediately grab a customer’s attention and continue to hold it long enough to deliver the message, identify the problem and provide a product or service to fix it. It’s hard for people to realize you have the solution for which they’re searching.

As a business owner, it’s your responsibility to define what your company does and communicate that message effectively. If you don’t, it’s hard for customers to advocate for you or recommend you to their friends and the internet at large.

If you’ve been in business for a while, you understand that companies, products and services evolve. So, too, does the messaging around them. It’s a sign of growth, and if the messaging continues to resonate with customers and still rings true internally, there’s no shame in it.

Whether you’re in the fledgling stages of founding a company or if you’ve established yourself in the market and are simply in need of a refresher, here are a few ideas and questions to kick off your thinking.

  • What’s your company’s mission? Can you describe it in one or two sentences? Are you making life better for a particular segment of the public? Do you provide a product or service that improves quality of life, makes it easier to perform an everyday task or is simply fun to use? Why should we care?

  • What do your clients already think about your company? Dig in and learn how people view and perceive your brand. How do they refer to your company and describe what you offer? What do they value most about the company? Are there any areas that can be improved, or any misperceptions that can be clarified?

  • What qualities do you want them to associate with your company? List them and determine how you’re ensuring those qualities are being showcased, and that they’re resonating with your target clientele.

  • What are the benefits of your products or services? List these and make sure you can differentiate your offering from the competition.

At Red Fan, we understand the crucial need for consistent brand messaging that maintains accuracy and consistency across all platforms. We apply a battle-tested framework that examines the internal and external perceptions of a company, how those perceptions affect business processes and the bottom line, and which lays out a framework to revise messaging for the greatest impact with target audiences.

You can read more about how the results of our audits help companies communicate their missions and achieve business goals by heading over to the Wayward Chocolat success story .

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