Is it hard to explain what you do or what your business is?
Why should someone choose you instead of a competitor? Do people “get” what you are about?
Even when you have a great logo and branding elements that are clearly recognized, your message might still be lost. Be sure you have a clear understanding of who your audience is and how to speak to them. From that you can formulate a solid Brand Message. It needs to work with all of your visual elements and provide a written statement of what makes your business or product something your customer needs. That focus on your audience will help you speak directly to them. Your strategy won’t work if you are trying to be all things to all people, so keep focus.
Keep in mind the Positioning of your product or business. Positioning separates you from others in your category. The difference! It is the process of identifying an appropriate market niche for what you do and getting it established in that area.
With all the branding pieces together; Logo, Tag Line, Brand Guidelines, and Brand Message you will have ammunition to sell. Build a booklet, or package of these elements that you can distribute to your sales team, office workers and advertisers. Get everyone on the same page to keep your message clear. This package will also provide a focus that can bring you back if you start to stray from your message as time goes on.
With strong brand messages you can inspire and elicit responses after an introduction. Let people know “what’s in it for me”.