Tip: You’re going to want to grab a piece of paper and a pen for this one! LOL
Write out these main questions and start to jot down bullet point answers. Don’t worry about making a ton of sense and don’t worry about length. Just write down what comes to mind. No answer is set in stone and you can always change your mind later. For now, just brainstorm and write.
1. What is your product, service or message?
First thing you want to consider is what exactly you’re offering to the world or your community. What are your products or services? Write it out… Are you done? Ok – now I want you to narrow this down. Consider the top 3 things you have to offer. We all want to please everyone and do everything, but consider what you’re best at and get your message down to one sentence or a few main ideas, so that the next time someone says “what do you do?” you have a few words to offer them. Not a 10 minute speech.
2. What’s the tone of your brand?
How do you want people to feel when they interact with your brand (whatever form that might be: website, business card, poster, email…etc.)? What do you want them to take away from you? Start there. Go ahead – write out a few feel-y words. Now narrow it down to 2-3 specific feelings. Once you can say “I want my audience to feel X, Y & Z” then start to hash out what type of tone you need to accomplish those feelings. When I say “tone” I mean what approach do you need to take with your communications to elicit the particular feelings you want your audience to remember? If you want them to feel inspired, then your tone might be inspirational. If you want them to feel grounded, then your tone might be calm. If you want them to feel relief, then your tone might be helpful. See how that works?
Your turn! Write it out. Stick to 2-3 brand tones to keep the message clear & concise.
3. Do your assets work towards communicating these tones?
Think about whether your logo, colour scheme, font choices, website, social media profiles etc. all represent these tones you’re striving for. If you don’t already have any brand assets, consider having this discussion with your designer so that you’re both on the same page about what you’re trying to communicate and what you want your audience to take away from any and all interactions with your brand. For this section, write out all the channels you are using (or are considering using) to communicate your brand to the world (think social media, website, email…etc.). How are you reaching your audience? Then list the ways these tools are helping you elicit those feelings you want people to experience when they hear about your brand.
4. Who are you trying to reach?
List characteristics of the exact person you want to work with, sell to or engage in conversation. Who is it that would truly benefit from what you have to offer? When you can really identify the ideal client or customer, you can start to determine how to go about opening a channel with them. It’ll make marketing your product, service or message much more authentic and effective. Sure you can cast a giant net out there and see what you pull in, but when you get specific and use the right communication methods for your audience, you’ll have much more success in engaging interest.
5. Are you using the right vehicles to communicate your message or promote your business?
If you really want to be selling a product from your online shop, should you really be posting that flyer in your local grocery store? Think about who your ideal client or customer is, and research the best ways to reach them authentically (as in… don’t be cheesy or pushy).