4 lessons learned in brand messaging

I am very proud and excited to have recently launched the newly designed U7 Solutions website! This new look much better represents what we are about and what we offer. Not only is the site modernized, but the messaging and information structure has been overhauled as well.

New sitehttp://www.u7solutions.com

This change was not easy and took us several months to complete. There was lots we had to learn and many tough questions about our business model that we needed to answer, but it was all worth it in the end!

The journey to nailing down your brand messaging strategy is one I highly recommend that every business owner go through. Throughout this experience, we seeked input and help from many experts. Here are four key lessons I learned along the way:

1. Write in the words of your target customer

We spoke with a few marketing specialists over this time and they all pointed to the importance of the writing style and the choice of words. Solidify your understanding of who exactly is your ideal target customer and then figure out exactly who you want to sell your products and services to. Then write your copy in their words, and from their point of view.

2. Answer their questions

We spent some very valuable time with Anne-Sophie Dumetz, who now mentors parent entrepreneurs. With her experience in client-focused communications, Anne-Sophie helped us realize that we needed to change our writing and marketing habits. Our old website focused way too much on the the "what" we did instead of answering the real questions a visiting and prospective customer would have such as:

  • Why should I choose to do business with you?
  • What do I get with your products or services?
  • How do you work, what is your process?
  • What are other people saying about you, is anyone having success with your products or services?

Once we clued in to this concept, that's when we really got momentum and were finally able to pull together a new information structure for the site.

3. Make them care

It's just as important to write well. Conveying the right messages can be done in many ways but if you can do it in a way that keeps the reader interested along the way, you'll have more success.

Keeping things simple and to the point helps, but continuously asking yourself this question will help even more: "Will my customer care?" That one I learned from listening to a talk given by Dennis Van Staalduinen (aka DenVan) at Social Capital Conference 2013. He's a professional story teller and his message was pretty clear and compelling: "Make me care."

4. Create your own scene

I learned another very valuable lesson in speaking with Anastasia Valentine from Sandbox PM at one of her great workshops, this one on Public Relations held at Hub Ottawa, where she said: "Create your own scene." My interpretation of this advice is to get out there, meet people, talk about what you do - in person and online. Create a buzz. Help people and thank people. Attend events and hold your own events. That's marketing, everything is marketing.

Marketing is not something that just comes naturally to most of us so enlisting the help of experts is definitely a worthwhile investment. If you have any thoughts to share on this topic, I'd love to read them!

P.S. I'd also like to thank my good friend Alain Villeneuve from RedCap Photography for the awesome photography on our new home page. The images are powerful, captivating, and convey the message we aim to share.

Comments

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