These specific attributes make your company unique. Consider things like using sustainable suppliers, local ingredients, excelled customer service, etc. The proof is in the pudding, as they say. What pieces of evidence, policy, marketing materials, data or products can you use to prove the validity of your brand pillars, attributes, positioning and ideas? A perceptual map is also useful here to help you dive into this further.
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Always start with your strategic position — the unique promise you make to the world that helps you stand out. Consider the needs and perceptions of the audiences you are trying to reach with your brand message. Identify the takeaways you want each audience to have — what are the ideas you most want to convey? Look at your messages holistically — they may speak to different audiences, but do they add up? Do they each help convey your core promise in their own way? The word "features" can feel software-oriented, or at least product-oriented, but it works for the service industry too.
For example, if you're a career coach, and one of your value themes is that you help aspiring entrepreneurs streamline their processes, one of your features might be your own personal background as a process-oriented entrepreneur.
Some other things you might consider including under features that aren't traditionally considered features:. Of course, don't forget about your product's or service's core features—make sure you include the standard stuff here too.
It's ok to include more than one feature under each value theme as long as they all support that theme. Now it's time to really get into the heads of your potential customers. What would a customer using your product or service think and feel when they were making use of that feature? I recommend writing these in the first person, as if you were the customer.
If you've done customer interviews, you can even use direct quotes, if they're relevant. I can treat my friends, family, and coworkers to something that makes them feel loved and appreciated.
I can satisfy my craving for something sweet with an expanding selection of baked goods. I feel content that I'm supporting a local business and growing my community. Don't worry too much about the language here—you'll never use these word-for-word in your marketing messages since they're in the first person.
Instead, they're a way to be sure you're tapping into the more emotional side of the features you offer. Why should your audience believe that you can deliver on your promised value and offer people each of these benefits? This is a proof-is-in-the-pudding situation, so start bragging. Stats related to how you've helped your customers e. Specific examples of prominent customers who've seen these benefits. Details related to things like customer service availability, uptime for software , or materials used for physical products.
In some cases, the proof might be similar to the features—that's ok. Use this opportunity to be super descriptive, so you have specific evidence to point to that supports your theme. Now we're getting down to the actual language: what words do you use to talk about the value theme?
Without this North Star, it is difficult to act or communicate consistently. To ensure you have a firm grasp of this, download our Brand Heart workbook below to identify your purpose, vision, mission, and values. What niche do you fill? How are you different than your competitors? This information will influence every level of your messaging. To identify this, you need to conduct market research, as well as a thorough competitive analysis.
We like this template from branding pro Marty Neumeier:. Articulating this succinctly helps you ensure that your brand messaging is an extension of your positioning.
Once you have this locked, you can start on your messaging. Your value prop is simple: It explains both the functional and emotional benefits your product or service provides—the value people get from it. It specifies exactly how your brand solves a problem and, most importantly, why people should choose you. You can also think of this as the short elevator pitch to sell your brand. Many brands even have their value prop as the first blurb on their homepage.
Tip: First, identify all of your emotional and functional benefits, then pare it down to the most significant. Write a long paragraph that outlines what you want to say, then continue to iterate to distill it into a few sentences.
For more tips, follow our guide to create an awesome value prop. This is where your inner Don Draper can really shine. Your tagline is a short, snappy summation that combines both your brand positioning and value prop.
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