Often during startup or rebranding, entrepreneurs find that what started out as a simple message became muddled by the business of trying to sell the concept and piecing together all of the parts of the puzzle that make up a successful small business. Somehow a great idea became over-complicated along the way. Here are some tips on getting back to the basics to deliver your message clearly and distinctly, connecting you with more of your potential clients from the very start.
The solution? Test, test, test. When you implement something do a reality-check. Ask your friends and colleagues to take a look for you. Ask for feedback. Does it make sense? Does it work the way that it should? Is all of the information visible? (Not in this example of course) do the links work? Having a second, and third and fourth and sometimes fifth set of eyes can be an invaluable asset to any business, small large or moderate.
2. Simplify: There is a huge difference between being creative and coloring all over the walls. You might want to add a splash of personality or some artistic touches here and there, but be careful of too much clutter overwhelming the brand. No matter what the medium you want to have a very clear and distinctive focal point – so less is best. Avoid overcrowding. The eyes love white space. There is a reason why print ads with a lot of white space are pricier.
Keep your message clear, concise and always, always consistent. Having a consistent look across all platforms builds trust. It fosters a sense of consistency which is important. With a consistent message backed up with state-of-the-art performance, potential customers become raving fans!
3. State your purpose: Too often this part gets lost in the details. This is not sales copy; you’re not winning friends and influencing people. It’s simple. What do you do? Narrow it down. Bullet points are best. Stick to as few words as possible and stay focused on the brand. Somewhere towards the top of whatever you are distributing (your website, business cards, a flyer) have a simple statement that tells the recipient/reader EXACTLY what it is that you do.
Think about your target customer and fitting their needs then come up with (in as few words as possible) three statements about what you do:
Follow these simple steps and you will be well on your way to a more clear and concise brand that delivers a distinctive message to your target customer every time. And if you need help navigating various media types, you can always enlist the aid of your virtual assistant or social media pro.