Shouting the loudest isn't necessarily the best way for your business to grab attention. In 21st century, customers value sincerity the most.
Photo Credits: Patagonia
When connecting to your customers, or sending your brand message, a more subtle and sincere approach will enable you to stand out from your competitors and will create a more robust, enduring brand position for your business.
Many brands deliver heartfelt messages, drawing from themselves like a community, love, or friendship. But that does not mean their brand message is truthful or sincere.
Sincerity is about the intention and behaviors behind the message.
In today's world, customers tend to distinguish sincerity better than ever - so be careful!
Ask yourself:
- Do we have a clear brand message?
- Are we sure about the brand's identity?
- Are we aligning our message with the right social channels?
It's important to decide what you are, who you are, what makes your business truly unique, and then excel at it and be able to communicate it succinctly and sincerely. Discover what your clients and customers love about your brand and what sets you apart from your competitors - and shape your brand communications around it.
So many "Unique Selling Points" actually lack uniqueness because they are emulating a competitor's brand position. Be "real", be authentic, be you and it will be relatively intuitive to shape a brand personality and messages that have a stand-out factor and immediately resonate with your target audience.
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