How To Talk About Your Company’s Brand
If you’re in any kind of sales role, you know that engaging your prospects and effectively communicating the value of your brand and products are must-do’s.
Are you pitching the “Same Old Thing”?
Whether you give a presentation, meet face to face, or use online messaging, there’s a high probability that a variation on one of the following statements is “appearing” somewhere in your pitch:
- “Our company is focused on your needs.”
- “We have many clients just like you.”
- “You’re not alone.”
- “Our approach is unique.”
- “Our goal is to make your dreams come true.”
- “That’s right up our alley.”
- “We’re the best in the business.”
- “We can help anyone who has a business.”
- “We will get to the root cause of your problem.”
- “We’ll partner with you.”
- “We don’t sell products; we take you through a process to help you make the right decision.
Unfortunately, these statements don’t offer a reason for the customer to believe in your brand or your product. They’re simply unsubstantiated claims. Compounding matters, your competitors are using similar phrasing in their own pitches.
Selling with claims about quality and service isn’t new, but due to our expanding ability to publish, distribute and access information, the popularity of claims are being used has risen dramatically. Whether you look locally or nationally, the result is more prospects and buyers who are confused by the choices.
A New Reality
Your prospects are looking for solutions and answers, not claims, in order to make more informed decisions about products and services.
To cut through the sea of sameness and demonstrate real value, brand language should be focused on what your product or service can do for prospects, leads and customers in clear and succinct terms.
Change Your Language, Improve Your Results
Here are three exercises that will help you develop brand language that engages your prospects and stands out from the competition:
Exercise 1: Learn how to communicate your brand as a solution and not a claim.
- Ask yourself what problem your product or services solve for your customers? Example: If you’re selling business insurance, your products may lower your customer’s risk while they conduct business.
- Ask yourself what your product or services allow your customer to do more easily or efficiently? Example: Your insurance product may allow your customer to go after bigger clients or projects with less worry.
- How does a product or solution make this happen? Example: Your product shifts the burden of responsibility to the insurance company, which allows the client to leverage their activities.
TIP: Using the examples above as a guide, develop your own solution-oriented answers to questions about your brand. Distill the results into an overarching brand message you can communicate in 5 to 10 seconds. Test your concepts on your team and a handful of loyal clients. Make adjustments until the message and your delivery flow smoothly.
Exercise 2: Get to know your customers’ real needs, expectations and desires.
Being able to address your prospect and customer’s needs means having an intimate knowledge of how they interact with your product or service.
Instead of making assumptions, you should develop “buyer personas” — a demographic and psychographic profile of your existing and ideal customer types to gain this understanding.
Your persona profiles should include detailed information, such as:
- Demographics: age, residence, family, etc.
- Job description and responsibility
- The daily pattern of their professional or personal life
- Challenges that indicate a need for your product or service
- What they value in terms of a solution to the challenge
- Where they go for information about your product category
- Expectations and common objections they have about the product or service
- Common objections they have to using your product or service
TIP: Compare these findings from the exercise above with your current brand messaging. Chances are, you’re missing out on opportunities to create new understanding and buy-in.
Exercise 3: Translate product and brand facts into meaningful statements that circle back to customer needs and expectations.
Many presenters recite facts about how long they’ve been in business or what certifications they’ve earned. More important is how these accomplishments benefited their customers.
Example 1: If you’re in a B2C business, the number of years you’ve been in business is less important than how many customers you’ve served, and how many are repeat business.
Example 2: If you’re in a B2B business, dropping ten client names may be less important than what you’ve done for the most well known of the group.
Example 3: If you’re a surgeon, your medical degrees and awards are less important to a patient considering treatment than the number of successful procedures you’ve performed, and the speed at which they can return to their normal activity.
As an exercise, list four or five key business accomplishments and then translate them into how they truly made a difference in terms of your customer expectations, needs and desires.
Putting it all together
Once you’ve worked through the exercises above and are satisfied with the results, begin to incorporate the language into presentation opportunities, face-to-face meetings, introductions and an “elevator” speech. You should also consider adapting versions of that language to online and print marketing, social media where appropriate.
Use the links below to download a guide or worksheet, and visit our Resources page for other guides and tips.
Don’t want to DIY? Vortex can help you develop brand language that will generate better response. Contact us today to get started.
About the author: Tom Weinkle is a founder and partner of Vortex Communications, a graphic and website design firm who offers brand agency services, graphic and WordPress web design, build, troubleshooting and training services along with search optimization, social media and inbound marketing services. Based in Miami, Florida, Tom has over 25 years of experience in branding and visual communications for the healthcare, medical, law, accounting, software, financial services and banking industries.