Are You Clearly Communicating Your Brand to Prospects?

Most of our clients would answer “yes” to the question above—they believe they’re clearly communicating their brand.  But what’s often determined by looking at their website, social media or marketing materials is that we can’t figure out exactly what they do or what they offer, which means…. their prospects probably can’t either.

At this point, we usually ask a series of questions to determine their unique value proposition, but sometimes we have to take it a step further by asking: “If you had to explain what you do to a five-year-old, what would you say?”  Or, “How would you quickly explain what you do to someone on an elevator?” Or, “What problem do people pay you to make go away?”

What the questions above help our clients to do is see their business from a fresh, value-focused perspective.  Suddenly they’re removed from all the extra “stuff” and they’re forced to see what their unique value truly is.  This clarity can have a transcending affect on all areas of their business.

Take the example of a recent client, Pegine Echevvaria, the CEO of Team Pegine, an award-winning consulting, training and project management firm focused on corporate and government services.  Early into the project (when we were still helping Pegine and her team clarify their brand), she sent us the following message:

“I got a call from a reporter today about our newest award.  She said, and I quote, ‘I went to your site and I have no idea what you do… you do really interesting things but I don’t get it.’  I said (thanks to your intense questions and probing), ‘Our clients hire us to engage, reach, train develop and market internally and externally to women, multicultural groups and military leaders.'”

—Pegine Echevarria, CEO of Team Pegine

Once we were able to clarify Team Pegine’s brand, we focused on clearly communicating that brand to prospects.  This included extensive keyword research to get them found, copywriting services to explain the value they offer, website design services to attract attention, and programming of their new website.  Check out the awesome results at www.TeamPegine.com:

Shortly after launching the new website, we received the following message from Pegine:

“Just got a call to see if I would be willing to meet with President Obama at the White House to talk about small business.  They called because of all of the media coverage of late and they checked out the fabulous website, which achieves the social credibility we wanted.  HOW COOL IS THAT?  So I am giving you all a standing ovation!”

—Pegine Echevarria, CEO of Team Pegine

So how can you clearly communicate your brand to prospects?  Start by asking an outsider to take a look at your website, social media and marketing materials.  Afterward, ask them to explain what they think your unique value proposition is.  If they can’t clearly articulate what you offer, you need to return to your roots.  Figure out exactly what valuable problems people will pay you to solve.  Forget all the extra stuff—focus on the basics.

Once you’ve figured out what you offer, figure out how you can best communicate this.  Obviously, if your website, social media and marketing materials aren’t positioned to clearly communicate your brand, it’s time for an overhaul.  That’s where we come in.  That’s what we do.

For more details on how we can help, complete the free marketing audit form on our homepage or give us a call directly at (316) 942-1111.

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