If someone were to ask 10 of your customers to describe what makes your business or service different, what would they say? Would they all say the same thing? What if the same question was asked of all your staff, leaders, and owners?
Winning brands have a consistent story, a message that staff and customers understand and can explain. The words and the message are always similar, always clear.
“Winning brands have a consistent story—a message that staff and customers understand and can explain.”
Losing brands have no center. They haven’t claimed their story or their space. These brands lose to consistent, clear brands.
So, is your brand winning or losing? What should you do if you’re not sure about your business brand?
Step 1: Write down what makes your brand different and better in one clear, specific sentence.
This is not as easy as it seems, but it is vital to your success. This one line should explain the problem you solve and what success looks like, all in simple language. Cut any unnecessary words. Be specific. Ask key staff and customers to help refine this sentence until it’s right.
Step 2: Teach this sentence to every staff member on your team.
Do what it takes to ensure that every staff member knows this sentence by memory. Make it a game or a competition. Reward those who learn it quickly. Recite it every day together. Do something to make it stick.
Step 3: Use this sentence as a guiding thought for all your market messaging.
Brochures, website, social channels, print ads – everything you use to reach and educate your customers should be built from this one sentence. If something you’re currently using is not built on this sentence, get rid of it. Recreate it. Make it consistent. The cost of confusing your customers is much higher than the cost of printing new brochures.
Long ago, Aristotle taught us that excellence is only created when we repeatedly do the right thing. This lesson remains true for modern brands and businesses. We need to do the right thing, create one clear message, and repeat that message in everything we do and say. This is the secret of winning brands.
Be clear. Be consistent. Repeat.
“We are what we repeatedly do. Excellence is not an act, but a habit.”
—Aristotle (as paraphrased by Will Durant)