I believe it was the late marketer/author Marc Gobe who said it best, “A brand lives in how its communicated.” The converse of that is also true, that brands die because of how they are communicated. And for many, it is a slow death. The cause, old conversations that don’t reflect your company’s value proposition of today.
No Passion in Old Conversations
Often I work with organizations that are living off old conversations about their product/brand. You can tell because when a person speaks about their product/service its flat, i.e. no passion or engagement.
It’s a jungle out there and you’ve got to discern the value of your product/service within thirty seconds and then in seven minutes for the long version. (You can go to eleven minutes but that’s pushing it!)
Aligning Voices Doesn’t Kill Creativity
Its critical for an organization to be in “one-voice” with their value proposition. I don’t recommend this lightly, nor do I recommend it to thwart anyone’s creative flair.
I recommend it because that’s what resonates and becomes viral/sticky in the marketplace. Hey…it works!
Five Questions to Create Your Value Proposition
Listed below are five questions to answer to begin your journey to creating a unique value proposition clients will appreciate and want to know more about:
- Why are you here?
- What are you proudest of and why?
- When someone says “Basically you guys are all about the same…”, how do you respond?
- Take your best three clients out separately to dinner and ask them why they do business with you?
- What DNA points neutralize your three top competitor’s offering?
Try these out and let me know.
Next week we’ll look at how to shape and enhance your brand.