Updated: Dec 21, 2020
A couple of weeks ago, I talked about why your brand matters, and how we can break it down into three basic categories: your message and mission, your visual identity, and your social media.
To recap, your message and mission should answer what, why, and who. Questions like what is your business? What are you selling? What are your values? Why are you in business? Why should consumers care? Who are you? Who are your ideal clients or customers?
I like to start with your messaging, because as a business owner, what you say matters. The things we say as business owners can start to define us over time, and in the age of the internet, the things we say last forever.
There are a few components you need to figure out in order to develop clear messaging:
Finding Your Niche
First, you need to identify your niche and ideal client. If you don’t know exactly who you’re selling to, how are you going to speak to them in a way that connects?
There are two ways you can start to identify your niche, or the ultra-specific market you're trying to target. If you already have some clients, take a look at what they have in common: Are they business owners? Do they have kids? Are they married? Young? Old? If you start to see some patterns, you'll know you've found your niche.
If you don't have many clients just yet, start imagining the type of clients you want. Are you trying to reach parents? Students? Business owners? Creatives? Influencers? Start brainstorming about the audience that what you're selling might resonate with the most.
To keep the messaging for your brand clear, keep your niche and your ideal client in mind when you're writing copy. Make sure they know what you're talking to them.
Defining Your Core Values
Right now, I want you to grab a piece of paper, or open the notes app on your phone, and write down the three to five key values that you stand for as a business.