By Solomon Thimothy, founder of Clickx

Connecting with clients is challenging. No matter what industry you’re in or how long you’ve been in business, finding ways to build genuine relationships with your target audience is a battle every entrepreneur will face. In my experience, I’ve found one of the best ways to reach my audience is through building a strong brand message with which they can easily identify. 

As a brand, your messaging lets your audience, competition and industry know who you are, what you do and what you value. It differentiates you from the competition and gives customers a reason to be loyal. Your messaging also gives your brand some structure. It provides guidelines and organization for you to follow so you can create a seamless image that your customers can easily identify. 

Building a strong brand message takes time. It should be seen as a dynamic piece of your company image, meaning you’ll need to refine your message every so often. 

Here are a few things you should consider when it comes time to refine your brand messaging. 

1. Does it accurately reflect the image of the brand? 

Your messaging is a direct extension of the brand you’re building. Therefore, the messaging, tone and voice you choose to use should make your brand image come to life. 

When refining your brand messaging, take a look at how well it connects to the image you’re creating. Does it fit the character you’re trying to build, or does it feel like there is a disconnect? If your messaging sounds like it's coming from a completely different entity, you want to take a step back and find ways to accurately portray your brand image in your content. 

2. Does it fit my customer expectations?

The message you put out there should attract your target audience and convince them to choose your business over the competition. This means it needs to connect with them and appeal to their unique perspective and needs. 

If you find that you’re struggling to connect with the individuals you’re trying to target, your brand messaging might be off. Realign your brand message by taking a look at the tone and language that your target audience is connecting with and trying to work those qualities into your own messaging. 

3. Does it provide value? 

Your messaging is more than just using a casual tone and a few buzzwords. It should provide unique value to your target audience. 

To truly refine your brand message, consider what additional benefit it is bringing leads, prospects and customers. Does it help solve a problem or provide advice or answers? If not, it may be time for a new strategy. 

4. Does it have an underlying story? 

Storytelling is a major part of building a successful brand. Sharing your brand’s story through your messaging can give your audience something to connect with -- making them more likely to invest in your business as long-term customers. 

Use your brand messaging as a way to share this story. When refining your messaging, consider how each piece of content builds on the original narrative. Look for new opportunities to build your story and make it more relatable for your audience. 

5. Does it move the company in the right direction?

The direction of your brand is likely to change the longer you’re in business. While your messaging may reflect who your brand was, you want to be sure it accurately describes both who you currently are and who you hope to become. 

If it feels like your messaging no longer represents who you want your brand to be, it’s time to make a change. Refine your messaging so it sets the right path for your company. 

In Conclusion

Unfortunately, brand message is often overlooked. However, a strong brand voice can help you connect with your target audience and convince them to convert into long-term customers. 

Your brand messaging should always be changing. Adjusting your messaging to better represent your brand and connect with your target audience can make your marketing more successful and help you attract the right leads and customers. 

When it comes time to refine your brand messaging, remember these five considerations. By accurately representing your brand, providing unique value and sharing your underlying company story, you can create messaging that gets results. 

Solomon Thimothy is the founder of Clickx, a marketing intelligence platform that helps businesses and agencies with marketing attribution.

Published on: Sep 19, 2019
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.