4 Unique Ways to Discover Your Brand’s Secret Sauce to Improve Brand Messaging

One challenge that I often find early-stage entrepreneurs have is being able to communicate with customers about their business easily. Whether it’s a freelance marketer trying to stand out from the crowd or the new bakery in town, we’re simply not hardwired to talk about how good we are at what we do and why it matters. But, brand messaging is a powerful tool to connect with customers, new and old, in authentic and relevant ways.

If you struggle with finding the words to state why you’re clearly the right choice, you’re not alone. It took me a long time to figure out what my “secret sauce” was, but when I did, the game changed. So, whether I’m consulting a branding client on their marketing or considering my next freelance travel writing assignment, I know why my brand (aka me) is the obvious choice. I want that for your brand or business, too.

Here are a few creative ways to improve your brand messaging by tapping into the wealth of information you may be overlooking.

Why Is Branding Important For a Business?

When most people think of branding, logos, colors, and other visually centered elements come to mind. However, for a moment, let’s consider that beyond the looks of a brand, what resonates most with customers is how you make them feel. After all, as serial entrepreneur and best-selling author Kristopher Jones articulated on Forbes, “Your brand gives you personality.”

Now, the point of brand storytelling isn’t to brag about the amazing things you do. It’s about clearly articulating the purpose your business serves and the people whose lives you want to improve as a result. This could look like giving clients time back to work on bigger projects as a virtual assistant or starting a mobile massage business to provide convenience to your customers. No matter what line of business you’re in, you will have to tell someone else at some point. Ideally, your message and products or services are so solid that it will be easy for others to do the same.

At its best, a strong brand message that resonates with your audience will:

• Help more people easily recognize your brand
• Build trust (and eventually loyalty) between you and your audience
• Make it easier for others (employees, brand ambassadors, customers) to share the brand’s vision
• Improve the authenticity of your marketing efforts

Branding has the power to set the tone before you do, which often includes the language that people interact with around your brand. Creating a brand story or marketing materials doesn’t have to be a daunting task. Let’s look at a few ways your existing network and resources can support you in creating impactful and relevant brand messaging content for your business.

4 Ways to Identify Gems to Create Stronger Brand Messaging

As a business owner who may be limited in resources, tackling your brand message in-house is a normal and budget-mindful decision. However, without scouring competitor sites, some business owners find it hard to identify the key elements that create strong written messaging. Thankfully, there are a few tricks I’ve used for years that have offered amazing clarity and insight for myself and others.

Quick Takes on Finding Out the Secret Sauce of Your Business

• Ask Family and Friends
• Talk To Existing Customers
• Interview Potential Ideal Customers
• Tap Into What People Have Already Said

Ask Family and Friends

When first starting your brand, it’s not always easy to find the people you want to serve. The internet has certainly made it easier, but cold DMing people is a tough gig and might get you blocked. Instead of reaching out to random people on the internet, although I’m not knocking it, sometimes the people in your own backyard have the answers.

Maybe you’re good at organizing the details of family functions or people always come to you for help on special occasions. There are reasons people decide to ask you for support over others. Even if it typically means you’re the reliable one, that’s also a skill that holds value. The next time you’re with a trusted friend or family member, ask them what makes them call on you for support.

Talk To Existing Customers

One of the best ways to find out what’s truly working is by talking to people who already support your business. You may believe your top value as a housecleaning business is making sure your customers are living in safe, clean spaces. However, what customers might really love is the fact that you offer services on Sundays when others are closed. Or, they value the time they get back to spend doing other things.

For clients you have a strong relationship with, ask them to identify what they view as your best skills. It’s also good to know where they were when they decided to hire you versus where they are now that they have worked with you. The gold is in the transformation; that’s where people find hope for better – life, sleep, happiness, or anything really – through your brand.

Interview Potential Ideal Customers

One of the great things about being a newbie is not having preconceived notions about what to expect. Sure, you’ll have certain parts of the business that you want to focus on, or niche down into, but staying open is a great way to learn what people value the most.

One of the best exercises I did during one of several re-brands was reaching out to people in my network who weren’t my customers but could be under the right circumstances. During a recorded virtual video call (highly recommended!), I asked each person questions similar to my actual clients. However, instead of asking questions geared toward a client relationship, you want to ask the person:

1. If the perfect product or service existed to solve X problem, what would your ideal solution look like?
2. What have tried previously to solve X?
3. What would your life/business be like if the ideal solution to your problem was implemented?

While you’re asking seemingly simple questions, you’re really getting to the good stuff. These questions are a great starting point for discovering pain points, spotting trends in ways people have tried to solve them, and how customers envision life improving based on the ideal product or service.

Tap Into What People Have Already Said

Every email, LinkedIn post, and social media comment holds nuggets of wisdom that deserve more attention than they get. If someone shared kind words about the lessons in your latest webinar, those are gems. When customers comment under your latest product drop that they love the way your brand makes them feel, the gems are there.

For example, after I hosted a branding webinar through the Verizon Small Business Digital Ready program, one attendee sent the most lovely message that’s oozing with brand messaging gold. Here’s what it said:

“I was in the audience at the Verizon Small Business Digital Ready event on Tuesday, where you shared valuable insights on “branding.” Your presentation was incredibly informative and engaging, and I want to extend my sincere gratitude for sharing your expertise with us.”

“Your depth of knowledge and clear articulation made the topic of branding much more accessible, and I left the event feeling inspired and equipped with practical strategies to implement in my business endeavors.”

Not only is the value I provided during the webinar clearly articulated but the change–in confidence and capacity– is also shared. It’s not every day that you’ll get such valuable feedback, so when you do, make the most of it.

These 4 methods for information gathering can uncover interesting feedback you might not expect. However, you’ll begin to form the words, feelings, and emotions of your customers and be able to create messaging that speaks directly to that.

If you’ve tried to DIY your brand messaging before, I’d love to hear what helped you in the process. Drop a comment below to help the next early-stage entrepreneur discover their brand’s secret sauce!