One of the most valuable things you can have in your business is clarity. If you are unclear about your own brand and business, your audience will be too. If you’re lacking a clearly defined foundation for your brand, you’ll end up coming off as cluttered and confusing, which will result in fewer sales and less brand loyalty.
But if you flip it around and approach your brand with the utmost clarity you can have, you’ll be able to CONFIDENTLY put your brand out there in the right way. Customers and clients will flock to you because they clearly understand what you have and why they need it. In order to find that clarity for yourself, you need to answer these 3 questions:
What do I do and who do I serve?
How am I positioned in the market?
What am I trying to say and how do I say it?
I’ve revisited these questions for my own brand time and time again as things shift and change to make sure everything is aligned and clarified. And every. single. time. I am refueled with the most clarity and confidence to move forward with power.
Let’s break down what exactly you need to answer these questions and how to get it.
Q: What do I do and who do I serve?
A: Audience persona and offering suite
To answer the questions of what you do and who you serve, you need a clearly defined audience persona and offering suite. These are crucial elements of a brand strategy, and they serve different purposes in helping you understand and connect with your target audience.
An audience persona is a detailed description of your ideal customer, based on market research and data analysis. By creating an audience persona, you can understand your target audience’s needs, desires, pain points, behaviors, and preferences, which helps you develop products or services that meet their needs and create marketing messages that resonate with them. Without a clear understanding of your audience persona, it can be challenging to create a brand strategy that effectively targets and communicates with your ideal customer.
An offering suite is a range of products or services that you offer to your target audience. By developing an offering suite, you can create a range of products or services that cater to different customer needs and preferences, which increases your chances of attracting and retaining customers. An offering suite can also help you differentiate your brand from competitors and position yourself as a leader in your industry.
By focusing on clarifying your audience persona and offering suite, you can develop a brand strategy that creates long-term relationships with your target audience and drives business growth.
Developing an audience persona and offering suite involves several steps, including market research, data analysis, and customer feedback. Here’s a brief overview of the process:
- Conduct Market Research: The first step in developing an audience persona and offering suite is to conduct market research to gather data on your target audience’s needs, preferences, behaviors, and pain points. You can gather this data through online surveys, focus groups, interviews, and social media analytics.
- Analyze Data: Once you have collected data, you need to analyze it to identify patterns, trends, and insights that can help you develop an audience persona and offering suite. You can use tools like Excel, Google Sheets, or data visualization software to analyze and visualize your data.
- Develop Audience Persona: Based on your data analysis, you can create an audience persona that describes your ideal customer. Your audience persona should include demographic information, such as age, gender, income, and education, as well as psychographic information, such as values, interests, and behaviors.
- Identify Customer Needs: Using your audience persona, you can identify your target audience’s needs and pain points. You can use this information to develop a range of products or services that cater to different customer needs and preferences.
- Develop Offering Suite: Once you have identified customer needs, you can develop an offering suite that includes a range of products or services that meet those needs. Your offering suite should be tailored to your target audience’s needs and preferences, and it should be priced competitively.
- Gather Customer Feedback: To refine your audience persona and offering suite, you need to gather feedback from your customers. You can do this through surveys, feedback forms, or customer interviews. Use this feedback to refine your audience persona and offering suite and improve your brand strategy.
Q: How am I positioned in the market?
A: Brand Positioning
The second thing you need to develop is your brand positioning, which refers to how you want your brand to be perceived by your target audience relative to your competitors. You need to identify your brand’s unique selling proposition (USP) and determine how you want to differentiate your brand from others in the market.
Brand positioning is an essential component of a brand strategy because it helps you differentiate yourself from your competitors and create a unique identity that resonates with your target audience. Your brand positioning should communicate your unique value proposition, which is what sets you apart from your competitors. By communicating your value proposition effectively, you can attract customers who are looking for the solutions and benefits that you offer.
Your brand positioning should be based on your target audience’s needs, desires, and pain points, and it should be communicated through your marketing messages and brand experiences. A clear and consistent brand positioning helps ensure that all of your marketing messages, visuals, and experiences align with your brand’s values, mission, and vision. This consistency helps build trust with your target audience and creates a strong brand identity.
Developing a brand positioning involves several steps, including market research, competitive analysis, and identifying your unique value proposition. Here’s a brief overview of the process:
- Conduct Market Research: The first step in developing a brand positioning is to conduct market research to understand your target audience’s needs, preferences, and pain points. You can gather this information through online surveys, focus groups, interviews, and social media analytics.
- Analyze Competitors: Once you have gathered data on your target audience, you need to analyze your competitors to identify gaps in the marketplace and opportunities for differentiation. Analyze their brand messaging, products, and marketing strategies to understand how you can position your brand uniquely.
- Identify Your Unique Value Proposition: Based on your market research and competitive analysis, identify your unique value proposition. Your value proposition should be a statement that communicates the unique benefits and solutions your brand offers to your target audience.
- Develop Your Brand Positioning Statement: Your brand positioning statement should be a concise statement that communicates your brand’s unique value proposition and how it differs from competitors. It should be memorable and communicate the essence of your brand.
- Test Your Brand Positioning: Once you have developed your brand positioning statement, test it with your target audience to ensure that it resonates with them. You can do this through surveys, focus groups, or interviews.
- Refine Your Brand Positioning: Based on feedback from your target audience, refine your brand positioning statement to ensure that it communicates your unique value proposition and resonates with your target audience.
Q: What am I trying to say and how do I say it?
A: Brand Voice and Messaging
The third thing you need to develop is your brand voice and messaging, which refers to the tone, language, and style of your brand communication. You need to create a consistent and authentic brand voice that aligns with your brand identity and resonates with your target audience. Your messaging should be clear, concise, and compelling, and it should communicate your brand’s values, benefits, and solutions to your target audience’s needs.
A clear brand voice and messaging are critical for businesses because they help establish a consistent and compelling brand identity that resonates with their target audience. By developing a unique and consistent voice and messaging, businesses can differentiate themselves from competitors, build brand consistency and recognition, and attract customers who are looking for the solutions and benefits that they offer.
Developing a clear brand voice and messaging involves several steps, including understanding your target audience, identifying your brand personality and tone of voice, and creating messaging that resonates with your audience. Here’s a brief overview of the process:
- Define Your Brand Personality: Start by defining your brand personality, which is the human characteristics that your brand embodies. This can be done by identifying your brand values, vision, and mission, and then translating them into personality traits. For example, your brand might be bold, friendly, or trustworthy.
- Determine Your Tone of Voice: Once you have defined your brand personality, determine your tone of voice, which is the way your brand communicates with your audience. Your tone of voice should reflect your brand personality and be tailored to your target audience’s needs and preferences. For example, your tone of voice might be conversational, authoritative, or empathetic.
- Identify Your Key Messaging: Your key messaging should communicate your brand’s unique value proposition, benefits, and solutions. This messaging should be tailored to your target audience’s needs, desires, and pain points. Your key messaging should also be concise, clear, and memorable.
- Create Messaging Guidelines: Once you have identified your brand personality, tone of voice, and key messaging, create messaging guidelines to ensure that all of your messaging is consistent and effective. These guidelines should include messaging frameworks, key phrases, and tone of voice examples.
- Test and Refine: Test your brand voice and messaging with your target audience to ensure that they resonate with them. Use feedback to refine your messaging and ensure that it is clear, consistent, and effective.
Clarity is one of the most important things for your brand and business. Answering these three questions will give you clarity for your brand.
Need help? The Brand Strategy Blueprint dives deeper into every aspect of your brand strategy for even more clarity and direction when building your brand. If your brand is feeling a little scattered and you’re unsure of what direction you’re heading, this course will get you back on track for optimal growth.