how to create a brand messaging system that speaks to your audience_

[two] - ‘YOU’ NOT ‘I’ - FOCUS ON THE BENEFITS_

We all as humans are fundamentally self-focussed. That’s a potentially controversial sentence so to clarify, that doesn’t mean that we are selfish, but rather, we are programmed evolutionarily to see the world from the perspective of “me”.

This is critically important when considering your brand messaging system because by focussing on “me” which in this case is your business and the products/services you provide, you will fail to really make an impact on your customers. The reason being, that their thinking is also focused on their own “me”.

An effective brand messaging system reframes this focus from “me” to “you”. Here is a formula to use when reframing your product or service features into benefits.

‍1 - Note the key feature you want to highlight.
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2 - Ask yourself “why is this good?” to identify the benefit.
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3 - Contrast the current solution with your better solution.

‍Once you have these three points figured out, you can then reorder them to have a more effective impact on your customers. Here is an example taken from one of our past clients:

‍2 - Energy that earns you money.
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3 - The average UK household spends £575 per year on gas utilities to heat their home.
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1 - SMART REFLECTORS not only provide free heating for your home but you can also make a profit from the excess they produce.

‍You can see here that we managed to achieve the goal of highlighting the features of the product, whilst also demonstrating why it’s better than the current solution a customer may be using, and all the while focussing the message on the customer's “me” perspective.