Inconsistent Way the Business is Described

by Anthony Perl | 31-May-2018 08:00:00 | Business, nonprofit, Not-for-profit | 0 Comments

Making your business memorable through words

Do you know what you are doing?  Do you know who you are doing it for?  Do you know how you want your brand positioned in the market (e.g. discount, affordable, luxury etc)?  Can you tell other people and while keeping it relevant, engaging and ultimately memorable?  Do you consistently deliver this message across all your materials and in conversations?business-described

If you are answering no to any of these, you are doing your business a major disservice, limiting your ability to maximise its potential.  

Being consistent matters

This is the mistake I see businesses making time and time again, inconsistently portraying their brand. This is your business we're talking about here. The slightest mistake could lead to misunderstandings and might even drive potential customers away.

Here is what you need to do

  1. Be able to define your business in one to three sentences.   
  2. Have an expanded version.  
  3. Make sure you and your staff recite it accurately, maybe not word for word, but close to.
  4. Make sure the definition written in the same way on any brochures, on your website, on social media and in presentations.

Be engaging

It is a primary element, but if you can’t offer a memorable statement about your business and what separates it from the rest of the market, then you need to work on this fast. If you start out with something unremarkable, like “I have an accounting practice”, then you are missing opportunities.

The goal is to be both memorable and create an emotional connection with the people you are targeting.

Sometimes the best way to be consistent is also to be brief. Here for example how a few well known brands define themselves.

NIKE, Inc. fosters a culture of invention. We create products, services and experiences for today’s athlete while solving problems for the next generation.”

Commonwealth Bank is a leading provider of integrated financial services. We provide retail, business and institutional banking and wealth management products and services.1 in 3 Australians call us their main financial institution.”

If you go through any materials for these two brands, you will see a consistent approach to the language they use. It may not always be the same exact words because you have to adapt to different scenarios, but you can bet the meaning is the same. It takes time to get your wording right, but it is worth working on and reviewing annually. Include all your staff in the process and sometimes, utilising an independent person to manage the process can help you focus.

Invest in getting it right

Give yourself some time to practice and come up with short and long definitions for your business. Be able to deliver them consistently.  

It's important for you not to rush the process and don’t be afraid to seek independent professional advice from experts.

Inconsistent and unclear definitions are only one of the 10 basic mistakes that we have recognised over the years. If you want to know about the rest and how to prevent them, download the free eBook to help your business reach a brand new level.

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