Do you want to learn how to craft a compelling core message that cuts through the noise and lands in the hearts of your ideal customer? I’m going to teach you exactly what to say to your target audience so they easily understand your brand and believe your brand is the best for them.
Journey Preparation Overview: Building a Brand That Matters
- Brand on Purpose
- Target Audience Identification
- Differentiate or Die
- Humanize Your Brand
- Crafting your core message
- Develop a storytelling framework
- Strategic Design
Communication is simple right? A simple message is an effective one. If you have an established business you are most likely complicating your brand’s communication due to any of these common mistakes.
- Adding fluff
- Not having a clear message
- Communicating too many messages at once
- Changing your message too frequently
Your core message is not one message that is a paragraph of text that you use over and over throughout all of your brand touch-points. This is a very common misconception and I don’t want you making this embarrassing mistake.
I need you to make another mind shift today. Instead of thinking of your core message as a singular message, I want you to think of your brand’s core message as an underlying consistent theme within your communication.
Just like yesterday, I want you to think of your brand as a person.
Let’s say you and I meet at a business function of some sort. I shake your hand and introduce myself.
“My name is Mitch! Let’s grab a coffee next Monday!”
Do you agree to meet for coffee?
Of course not!
I need to let you know who I am, hook you in by quickly telling you why I’m relevant to you, why I’m different and communicate my unique value in order for you to evaluate if you should invest more time in me and grab a coffee.
I do exactly all of the above and we proceed to exchange our contact info and schedule our coffee meeting for the following week in our calendars.
Fast forward a week.
Today is the day. We are drinking coffee at one of my favourite spots that has a great vibe and all of the baristas and the owner know me so well. The owner brings over 2 homemade chocolate chip cookies on a plate and places it between our 2 coffees with a big smile as she says hi and welcomes you to her coffee shop.
“Try these cookies, they came right out of the oven,” she says in a warm motherly voice
You are pleasantly surprised by the owner’s nice gesture and it makes you feel warm and special inside.
We engage in a great conversation as we get to know one another. I learn more about you and your business by asking some questions. I can tell you have never been asked these questions before but you seem to enjoy the challenge in digging deep for the answers. After answering a few questions you state you’ve never thought of your business like this ever.
The gears are turning and you are having that aha moment but I bring you back to our conversation.
I go on to tell you more about my beliefs, values where I’m heading and what I’m committed to do in order to achieve what I aspire to be. You are leaning into the conversation and feel my passion and energy oozing out of me. What I’m talking about resonates deeply at your core and you feel invigorated as I continue to explain why I do what I do. You share many of my beliefs and values and start realizing that I’m very much just like you. Your energy level matches mine and we have an innate feeling that we are two like minded people who are starting to bond over a delicious cup of coffee.
We could both sit and drink coffee all day long in an ambiance that makes you never want to go home but we are both successful people running our businesses and have to attack the rest of our daily goals.
My secondary core message supports my primary core message by giving you the reason why you feel I am the best for you. Keep in mind that I have not pitched you anything, I have not told you about my process or made any sales pitch. I have a value mindset. I am committed to winning the value exchange. My goal is to provide more value to the other person in every interaction I have. My mantra is ‘built to serve” and I always figure out a way to serve by providing value in any way that is relevant to the other person. I believe if I present even a taste of the unique value I have and support that unique value with the reason why I do what I do the person on the other side of the table has all of the information necessary to to make a decision if they want to join my brand.
Fast forward a couple days and the new perspective you have along with your new mindset about branding allows you to see your business through a different lens. Your new mindset empowers you to understand and make sense of your previous efforts and the current state of your business like never before. It feels like your mind has expanded as you can imagine the new possibilities and feel in your heart the potential you have. You are someone who takes action and you don’t procrastinate applying the nuggets of wisdom I shared with you during our chat. Over the next week or so you lean into wanting to change your business for the better and feel a sense of personal growth and know this is only just the beginning of a significant transformation.
You already know where this is heading…
You feel compelled to join my brand because you believe I hold value that will improve your life and you feel I am the best for you. Period!
You too can craft compelling brand communication that creates the exact same impact if you learn exactly what to say to your ideal target audience.
I want you to pack my Core Message Framework Tool that will help you formulate your brand communication with an underlying consistent theme that you will use across all of your brand touch-points.
Action Steps:
Core Message Framework Tool (Link)
