How do you capture fleeting work-related ideas? I use the NOTES app to capture cleverness before it leaves my head. Here’s the entire content of one recent NOTE:
Product consideration first.
Brand equity will follow.
That’s it. That’s ALL I wrote. Let’s break it down:
Product. Consideration. First.
I.e. you 👏 need 👏 to 👏 tell 👏 your 👏 clients 👏 about 👏 your 👏 benefits……
Brand. Equity. Will. Follow.
…….before 👏 you 👏 can 👏 expect 👏 to 👏 nudge 👏 them 👏 to 👏 action.
If you can’t tell me about your Brand Benefits, read on:
Your Brand Benefits are a delicious piece of your brand strategy. Brand Benefits answer the questions: what emotional or functional needs does your work meet? For who? And how?
To figure out what benefits you can articulate to your clients, here are 2 QUESTIONS to ask yourself about your work:
-
Does your work provide customers with a positive feeling when they buy or use your service? What specific positive feelings or human needs does it provide? How? When?
-
Does your work remove or mitigate a negative feeling or experience when they buy/use your service? What negative experience specifically does it remove or mitigate? How? When?
In my experience, answering these questions by yourself can lead to robotic answers that don’t grab your client’s attention. With the help of an outside perspective (and branding expert) you’ll end up instead with ‘Hey! That’s me!’ reactions from your ideal clients.
I’d love to help you articulate your Brand Benefits and every other piece of your Brand Strategy so everything’s pulling in the same beautiful direction in 2022 and beyond.
About Be Understood Branding
Every couple weeks, I share Brand Strategy best practices via my newsletter. Learn more about Be Understood Branding and subscribe here.