Recently, I wrote an article on “clear brand messaging” and it was so popular, I decided to write this follow-up article on “Clear Brand Messaging in 2024.”
Because customers today demand more.
They are skeptical. They’ve been overpromised and underdelivered to.
How does a brand succeed in this climate? Forget shouting louder.
Here’s how to not only be heard but be unforgettable.
Not All Differentiation Is Created Equal
Before I show you the 4 steps you need to implement, here are 7 points to understand:
1. Understand What True Differentiation Means
It’s not just about being different. It’s about being relevantly different in a way that matters to your audience. Branding, as I state in my bestseller, Brand Intervention, is “the art of differentiation.”
2. Focus on Unique Value Propositions
Identify what you offer that no one else does. This could be a unique product feature, exceptional service, or a compelling story.
3. Avoid Superficial Differences
Changing your logo or color scheme isn’t enough. Your differentiation should be deeply rooted in your brand’s core values and mission.
4. Consistency is Key
Ensure that your unique selling points are consistently communicated across all channels. From your website to social media, the message must be clear and uniform.
5. Leverage Customer Insights
Use data and feedback from your customers to refine and validate your differentiation strategy. Such insights will guide you in making more impactful decisions.
6. Highlight Emotional Connections
People connect with brands on an emotional level. Showcase how your brand makes a difference in their lives, not just what it does.
7. Continually Evolve
The market is always changing, and so should your differentiation strategy. Stay ahead by continuously innovating and adapting to new trends and customer needs.
Remember, true differentiation isn’t about standing out for the sake of it. It’s about standing out in a way that resonates and adds value.
Brand Messaging That’s Crystal Clear:
The Counterintuitive 4-step Blueprint
- Spy on the Competition, But Don’t Copy:
I had the honor of branding a non-profit that’s ready to restore dignity and value to the 30-40 billion dollar sports industry in America. This was “the competition” we found,
I did the homework necessary to look at this industry and find a narrative my client could own.
Crazy but true:
More than 70% of US kids drop out of organized sports by age 13.
Here is an example from what we did and here are some more examples shown here.
- Bright Ideas are Overrated:
People with curly hair have so much potential. And so much frustration.
So when Gossips Hairstylists of Toronto came to me, I went all in on finding the opportunity they could own. I covered that fully in this article.
Because that industry has thousands of products claiming to be the solution for those with curly hair. But as I mentioned, “Bright ideas are overrated” which is why we figured out how to outsmart everyone else.
By creating a new category: Smart Hair. And the reaction has been enthusiastic and unstoppable.
- Words Matter, But So Does Silence:
How does one take a successful nonprofit and help it ahive the impossible, raising over $250K in 30 minutes?
I previously shared this in detail in a powerful discussion with the CEO of this nonprofit.
The most important part of what we discussed? It’s what we didn’t say which I cover fully here.
- Forget Visual Aids, Think Visual Disruption:
Don’t just use images. Use visuals that slap your audience out of their scrolling trance.
When I was asked to create a brand for a new service designed to help dental labs attract new talent.
Why? Because it’s a challenging time for dental labs. Dental lab technicians are in short supply. That’s why we focused on capturing and showing lifestyle before and after work, outside of work hours.
These 4 points enable you to be more memorable than the Naked Cowboy in Times Square.
1. Spy on the Competition, But Don’t Copy
2. Bright Ideas are Overrated
3. Words Matter, But So Does Silence
4. Forget Visual Aids, Think Visual Disruption
How Does a Brand Do This? This Is How.
Remember: You always have something special. The independence and the autonomy to tell a story that is 100% yours.
If you have a small business that you own, take control of your brand.
When you control your brand, you control the narrative. I explain that here:
Start making that move today.
Ready to Outsmart Rather Than Outspend the Competition?
Take a rapid, deep dive into disruptive clarity with us.
Grab your spot for a free 30-minute “Clear Brand Messaging” strategy session.
Together, we’ll unearth the tools to grow your brand and skyrocket that ROI.
No strings attached, just pure, unadulterated strategy.
Book Now. Because in the world of disruption, clarity is your secret weapon.
Need help carving out your brand’s voice?
Grab your spot for a free 30-minute “Clear Brand Messaging” strategy session.
Let’s unearth the tools to grow your brand and skyrocket that ROI.
No strings attached, just pure, unadulterated strategy.
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