…build your brand on being clear, concise and compelling, and you can attract customers who will come back again and again.
The power of your business is in your brand strategy – the long-term plan that guides a leader’s decision-making. The strongest strategies bring people along the journey with messages that are efficient. To establish a favorable brand perception that breaks through the clutter, follow what is known as the three C’s: clear, concise and compelling:
Be Clear: Explain Your Business Simply
Clarity builds confidence with customers:
- Start by answering simple questions, such as what problem your business solves, for whom, etc.
- Be clear on what you do not do – it affirms that you cannot and should not try to be everything to everybody.
Be Concise: Attention is a Scarce Resource – Make the Most of It
Concise brands respect their audience’s time and attention:
- Word constraints can lead to better decisions: avoid giving people every nuance of your product/service.
- Less messaging equals stronger repetition, which equals faster recall.
Be Compelling: Logic Explains, Stories Sell
To move your audience to action, make an emotional connection with a compelling story:
- Lead with one belief rather than diluting your message with dozens of attributes.
- In the simplest form, most stories are alike: someone has a problem so they try to find a solution that will help them.
Make it easy for consumers to understand what you do, why it matters and how it fits into their lives. If you build your brand on being clear, concise and compelling, you can attract customers who will come back again and again.
Source: Forbes, reported by Soon Hagerty, Forbes Councils Member and cofounder of The Good Bowl