One of the most important things to making a business successful is solidifying your brand. This means making your brand more recognizable and developing strong, lasting relationships with your clients that will help to perpetuate future success, both in repeat business and in word-of-mouth referrals. So how does one effectively develop and deliver their brand message so that it accomplishes these goals? Here are several tips on how you can come up with that perfect message that will really get results.

Take a look around you first. Check out your competitors. What is the message that is working for them, and how are they delivering it effectively? Obviously you can’t (and wouldn’t want to) copy them, but doing a quick competitive analysis can help provide the inspiration you need and get your creative juices going. Identify things that you like about their message, and things that you don’t and work from there to develop your own.

Next, spend some time getting to know your customers. Understanding what your target audience wants and needs can help you define and position your business for success. After all, you’d be nothing if it weren’t for them, right? Learn about how people are using your products or service. This will help you to identify new opportunities and further hone your message so that it really makes the mark with your clientele.

Now that you have some insight about your competitors and what your customers want and need, you can use that information to begin to develop your message. To begin, ask yourself the following questions:

~ What does your business stand for?

~ What pain points do you address?

~ What problems do you solve?

~ What makes you stand out from your competition?

The next step is defining what your tone and voice will be. What you have to say is just as important as how you actually deliver it, so this is important. Once you have the tone and voice hammered down, make sure that all of your communications reflect this, from web content and blog posts to social media activities to print advertising. Wherever you plan on sharing your message, make sure you do it consistently across the board.

Finally, once you’ve got your message and tone ready to go, it’s time to start using it. Just remember, these things are not set in stone. As with anything in business, your brand message should be fluid and scalable. Measure and tweak it as needed until you feel comfortable and begin getting the response you desire.