Millennials and Generation Z likely make up the bulk of your customers, but some marketers don’t know how to appeal to them. According to Kantar Consulting, your target customers hold a preference for brands that are socially aware, diverse, and care about more than profits.
How Brand Clarity Attracts Customers
Faceless corporations don’t have a place in modern capitalism. Most of your customers will spend time searching for your brand’s message, whether it appears in your tagline, charity, or images. If they come up short, they’ll lose trust in your brand and take their business elsewhere.
Every business owner wants to get their prospects engaged and willing to purchase. To do that, you need to go beyond the technical aspects of your site and focus on your messaging.
A successful and clear brand message will instantly tell your visitors:
• Who you are
• What you offer
• What you do
• How to contact you
• How to solve their problem
A well-informed customer can make better buying decisions. When a customer gets a product or service from a company they admire, they’re less likely to fill out a return request. They also experience higher customer satisfaction rates, both online and offline.
How to Easily Clarify Your Brand’s Message
1. Craft Your Brand Story Around Your Clients
Just because you create content, it doesn’t mean you’re effectively telling your brand story. But, as the marketing experts at StorySells.com say, “being stuck is expensive.” For example, nonprofits that don’t have a clear brand message are 56% less likely to receive donations.
To attract more eyes to your site and social platforms, make sure your brand connects with your target audience and potential clients by being personal, emotional, meaningful, and authentic.
2. Use an Easy-to-Understand Tagline
Although your customers are in your niche and likely understand what you’re offering, you can’t assume they’re caught up on industry jargon or know exactly what your product or service is.
You only have a few seconds to convince customers who aren’t familiar with who you are or what you do. That’s why it’s essential to make your message easy to understand by using clear, straight-to-the-point language. For example, “we help freelancers market their business online.”
3. Display Reviews, Testimonials, and Feedback
As stated, your customers are going to research your brand before buying from you. If they have to go off-site to do that, they may stumble upon your competition. To keep visitors on your website, use visuals to explain what will happen to them after they purchase your product.
Your customers will quickly connect with your brand if you solve a need. Video testimonials and on-site customer reviews will convey that your business can produce consistent results.
4. Include a Call to Action and Easy Navigation
Your customers probably won’t ask you about your sales or opt into a demo, even if they really want your product or service. If you make your customers work too hard, you could lose them. Remember, your brand is here to solve problems, so make your calls-to-action obvious.
If “easy-to-use” and “approachable” are other terms you’d use in your messaging, ensure your website is easy to navigate. That means reducing the number of pages on your site.
5. Establish Tone and Communication Guidelines
A brand’s “tone of voice” can ensure your message is delivered consistently. If you’ve studied the market and know your customer persona, you can easily align your brand to your persona’s preferences. Regardless of how you communicate with your customers, do so clearly.
With a communication guideline, you can outline standards you want your company to uphold. Small things like text length and spelling preferences can help build your brand’s identity.