Is Your Brand Conveying the Right Message?
Branding — it’s the buzzword that everyone’s talking about, the foundation of your marketing strategy. Without a solid brand, you may as well kiss your business goodbye. But how do you convey everything you need your clients and future employees to know about your company in just a few words and a simple design? Here are a few basics.
Brand Message is Not the Same as Brand Identity
Brand image, identity, and message all seem to come together, but they don’t mean the same thing. These terms are interdependent; they are different but rely on each other for success. Brand identity is the driving current that helps a company choose its name, design a logo, and carefully select the right language for ads and their mission statement. Brand identity is how the company genuinely operates in its most transparent form. The brand message is the platform and language you use to reach out to everyone outside of your business. That includes prospective talent that could become future staff, clients, vendors, and the general public.
Know What You Want to Say
Brands must have an opinion or an agenda that drives their product/service and sets them apart from the rest. Consider what aspects of your brand identity that you’re most proud of and start there. Do your employees work hard? Maybe you work around the clock to be available to your customers? Do you ensure the fastest response or the highest quality? Does your product feature a groundbreaking new technology? Knowing these things about your brand identity will help you know what you want to say about anything business related. You can then use ads, social media, and begin building brand awareness.
What Kinds of Job Candidates Do You Attract?
Consider your message and what people it attracts to your company. To compare two tech brands side-by-side, Apple attracts people who want to work in a sleek, tech-forward environment while Amazon brings in those who are looking for laid-back work culture. When people actively seek out an employer, it’s for a reason. Competition is fierce, and modern candidates are checking you out as much as you’re looking at them. They want a company that fits with their beliefs and values, so if you constantly find yourself getting resumes from the wrong type of candidate, you may need to adjust your branding.
With the right message, you can attract top-notch talent and bring in your ideal customers. If you're not sure what message you want to convey, take another look at your business plan. If you don’t have a business plan, now’s a good time to start drafting. Choose a mission statement that outlines your core values and goals, get feedback from trusted advisors in your industry (like me!), and go from there.
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