What Does Your Brand Sound Like? Give People the Words

If people cannot explain what you do, they have a hard time referring you.

Your logo may be recognizable. Your message still needs to make sense when somebody describes the business to a friend.

Start with the problem

What situation causes a customer to look for you?

“We offer comprehensive business solutions” gives people almost nothing to repeat. Describe the problem in the language a customer uses. Choose the main problem you want to be known for, even if the business provides several services.

Explain how you help

Give people a clear path from the problem to the service. You do not need to recite the whole process. Explain enough for them to understand what working with you involves.

A useful structure is: “We help this kind of customer with this problem by doing this.” Treat it as a drafting tool, then make it sound like something you would actually say.

Make the payoff believable

Describe what changes when the work is done well. Keep it within what you can substantiate. “You will know which estimates still need follow-up” is more concrete than “Unlock unlimited growth.”

Do not promise an outcome that depends on decisions and circumstances outside your control.

Check whether the message survives

Ask a few people to read the explanation and tell you what they think the business does. Do not correct them until they finish. Their answers tell you where the wording is unclear.

Then compare your website, proposals, social profiles and how the team answers the phone. The wording can vary. The meaning should not.

Put the agreed explanation somewhere the team can use it, alongside a few examples and claims you do not make. Review it when the offer changes.

At Luminagency, the starting point is finding what is holding the business back and deciding what to fix first. The Dive gives that work a clear next step.

Make your own explanation just as easy to understand and repeat.

Related reading

Make Your Marketing Easier to Believe and Act On

Before You Hire a Marketing Company in Newport, Ask These Questions