True Brand Clarity Is How to Grow a Business
Krista Mollion
🔵 Fractional CMO + Agency Founder 🔵 I Teach Pod-Free Organic Brand Growth 🔵 Monthly Subscriptions for Busy CEOs Looking to Grow (Cancel Anytime) 🔵 DM 'unignorable'
It’s The Secret to Popularity and Profitability
To build a successful business, you may be missing this key ingredient to your sales: brand clarity. Good brand clarity will make everything you do will wow and impact the audience.
Most business owners start off by saying they already know their brand or that branding is something you can just hire someone to deal with for you.
Nooooooo……
Brand clarity is a massive problem.
Only you as a business owner can define your brand.
And it isn’t as easy as you may think.
You have to really drill down into your service and be very specific whom you serve and what you can help them with.
Too often, businesses try to be ‘a jack-of-all-trades.’
You can’t help anyone.
You shouldn’t offer everything.
The riches are in the niches.
Two books I love that teach you brand clarity are respectively by Ann Hadley and Donald Miller.
Check out my customer avatar worksheet to get really clear on whom you serve.
It takes time and effort to define your story.
You may have an ‘aha’ moment only after serving many clients to better understand their pain points and specialize in the one you solve best. Pivoting is ok.
How do you know the difference between good and bad brand clarity?
Bad brand clarity means you claim to help everyone do everything. You are broad and neutral. Your content stays high level and uses words that make you sound smart but make your articles boring and flat. You don’t touch the audience emotionally at all. In fact, they skim past content like that all the time. There is absolutely nothing different nor memorable about it. The outcome? The audience takes zero action.
Try this exercise: go to a social media platform like Facebook and look up businesses in any category. Which business does a great job of telling you what they do and convinces you best that they are the one you should hire?
In a competitive market, brand clarity is everything before the person scrolls away.
Good brand clarity means you are specific about whom you help and which niche you specialize in. Your content goes deep and evokes an emotional response from the audience. You succeed when you stop the scroll. In fact, the best copy makes the reader tag a friend, share on their page, or forward your content to a friend. Of course, true success means you receive a spike in traffic to your website, checking your profile, and indirect inquiries or online sales.
Don’t overlook this important element in your business. It may be the only change you need to hit your desired sales numbers.
Personal Trainer / Soldier / Athlete
5yI agree! On the internet, there are so many people talking about so many things in general! You're completely right!
Strong brands win. I help solopreneurs do it all the time. I'm the Brand Builder.
5y"You succeed when you stop the scroll." LOVE. IT. 😊😄😃 Thanks for sharing Krista Mollion!
Business and IT Partner for DOers & Leaders | Accelerating digital transformation and technology for Business results across people, processes and technologies! — That's What I Do!
5yThank you for sharing... sadly bad brand clarity is quite prevalent... Good brand clarity is really marketing excellence
Social Media and Communications Manager
5yI agree! Brand clarity is everything if you need something to sell. However, like everything else, it’s much easier said than done!
Helping CEOs conquer Brand Leadership. 🚀 Over $9.8B in sales 🚀 2X #1 Amazon bestselling author. New book: "RICH BRAND POOR BRAND" 🚀 Slayer of the Mundane
5yFABULOUS article Krista and thank you as well for the shoutout. Truly appreciated and I commend YOU for sharing these insights so graciously. Keep it shining you star! ;-)