I'd like you to complete a short experiment at your company today. Walk around to 5-6 of your co-workers and ask them 3 simple questions:
Write down each interviewee's responses. Then, when you're done compare them (maybe even put them in a spreadsheet). Did people use the same words? Did their answers vary widely? Note the trends.
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This exercise is a simple litmus test of how well you've defined your brand messaging. Consistent brand messaging matters because it's what allows you to create a consistent memory in the minds of your customers or clients.
It's also what will get them to take action. On average people need to hear a message 7 times before taking action. That's why consistency in how you talk about yourself in marketing communications, and face-to-face interactions is essential.
If you discovered that no one you talked to was on the same page, we recommend doing the following to start developing some consistency:
Keep in mind that the best context in which to answer these questions is a branding exercise that includes research with your target customers. But, if you don't have the budget to complete that type of project. this can at least get you to an initial point of consistency. Then, you can go back and use a more disciplined process to refine.
Once you've completed this simple exercise, let us know your findings in the comments. We'd love to discuss!