5 Reasons your Brand Message isn’t reaching your ideal clients.

Most businesses struggle to get their message clear, and get it heard. Here are five main reasons why your brand message might not be getting through.

1.

Clarity is King

If you're not clear in your own mind, what exactly it is that you do as a business, the problem you solve for your customers, and how you can help them to thrive,

then you’ll most likely be losing out to your competitors.

If your brand message isn't crystal clear to you, it won’t be for your prospects either.

2.

Can’t see the wood for the trees

You might find yourself overwhelmed by the sheer amount of information, ideas and thoughts you need to get across to your prospects.

When you’re in the business day in, day out, you're simply too close to everything and you know too much - which can make it difficult to navigate the noise, and find clarity in how best to get your message across.

That's when an external, independent, objective someone can help – coming in with a fresh pair of eyes, to see things that you might have missed, plus they’ll have the right process to systematically work through everything and discover your value proposition, positioning and messaging.

3.

Your customer is the hero of your story, not you!

Your messaging to prospects fails to address the problems your customers identify with, and need help with.

Many businesses fail to get their message across, simply because their message is a bit me, me, me - look at how experienced we are; look at how big we are; check out our company axe-throwing away day!

Of course this information can be useful, but your customers are more interested in what you can do for them. How will you help their business to thrive?

4.

Too much information

As businesses, we often have way too many things we want to tell our customers. However, if we don’t spend the time to organise our narrative to make sure we are delivering the right flow of messages, we simply won’t get heard.

It’s no good just vomiting it all out and hoping they’ll get it. Your job is to make it easy and seamless for your prospects to understand what you can do for them.

What’s needed is a well-planned out messaging hierarchy that helps get your brand narrative across, in a logical way that is quickly understood.

Before communicating anything, prioritise your messages so that you’re crystal clear about what you open with (value proposition), followed by a clear, coherent and easy to understand flow of information, that cuts through and gets quickly understood.

5.

Attention spans are shor …

Technology is rewiring our brains. Attention spans are dwindling. We simply don’t have the luxury of time to get our message across. We are competing for our prospects’ attention against a barrage of content coming in from all sides.

Often, we have mere seconds to engage our customer and to draw them in, before they scroll down or click off, so we must communicate the way they snack on content.

Your job, is to interrupt the conversation that's already going on in the minds of your customer, and to do that quickly and with brevity. 

This means organising your message and cutting the fat – jargon, filler words, unnecessary detail – basically taking out anything that doesn’t support or give context to the specific message you are trying to communicate.

 If you can get the all of the above right, you’ll get heard more often and more clearly.

“The two most important elements of good clear brand messaging are clarity and brevity.”