How to Use Brand Clarity to Improve your Marketing Message

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What is Brand Clarity?

Brand clarity refers to the way your brand works in general. It covers every little detail of your brand, including design and customer experience. Your brand strategy, brand story, brand attributes/values, brand personality, brand positioning, and target demographic are all included.

So, how can you use brand clarity to boost your marketing message as a small business owner?

It’s not as difficult as you may think! So, today’s post would be concise, sweet, and to the point.

In a few simple steps, here is how to use brand clarity to improve your marketing messages.

First and foremost, this is the most crucial phase in any marketing endeavor; you must establish what your customer truly desires. You should be aware that they may not want what you think they want.

You can’t blame them though, it is all about their true desires.

Yep.

So, what exactly do I mean when I say “their true desires”

Let’s start with the obvious issues.

Your customer has a little concern that needs to be addressed. Yes, they have a problem that has to be solved, but there are other reasons for them to purchase based on their underlying motives.

For example, let’s pretend you’re a wedding planner. Aren’t you a fantastic wedding planner? Yes, of course. The obvious issue is that someone expects you to handle all of the logistics and organize a fantastic wedding.

Or perhaps you work on house renovations. On the surface, the issue is that someone wants to remodel their outdated property, or perhaps they require an expansion.

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These are only the superficial problems. Trust me, there are underlying issues that you need to figure out yourself.

You’ll be missing out on a lot of extra business if you solely frame your marketing message to fix your customer’s surface difficulties. You would also fail to create a “true connection” with the customer.

Understanding the underlying concerns of a prospective customer.

two women taking to each other while holding pens

It’s your responsibility to figure out what’s going on behind the scenes with your prospective customer. Because finding and solving their deeper problem is really what will motivate them to hire you or buy from you again. In order to disclose the inner problem, you’ll have to ask even deeper questions from your customer.

Customers will be more engaged if you grasp this fundamental concern and work to structure your marketing message around it. This internal issue should directly relate to your marketing message. 

Why? Easy…

Here’s an example; When a client approaches us for a website design project, instead of sending an invoice and plunging into development right away, we would first probe into the client’s motivation to build a website by asking deeper questions like:

  • Why do you think you need a website?
  • Have you considered a web maintenance budget?
  • Do you have a marketing budget to push the website after launch?
  • What are your other plans for drawing traffic to your website

After many years of following this website design standard operating procedure (or SOP), we discovered that while some people just build websites for the sake of having a website, what most people want, however, is that their website become a lead magnet for them. To this end, we’ll needed to know how the customer intends to publicize or promote their website after launch or relaunch.

As you can see, by asking all these questions, the customer would naturally be convinced that we have all their best interest at heart. There is no better connection than this! Asides from that, this realization has also helped us achieve brand clarity, and it has helped improved our brand message during advertising campaigns.

While our competitors are focusing their marketing efforts on superficial concerns and the numbers. We talk to our prospects about their inner issues, that is why they are much more likely to patronize our services again and again.

So forging our standard operating procedure illustrated above for your business, you’ll definitely beat your competition and encourage repeated purchases or patronage if you always construct your brand’s marketing message around your potential customer’s underlying difficulties.

Understanding your customers’ problems can help you stand out.

If you want your marketing message to stand out from the crowd, you need to get to know your customers on a deeper level and figure out what it is that you can offer that will truly satisfy them. That’s when they’ll decide whether or not to collaborate with you.

They want you to repair their external problem, but what they actually want is for you to solve their inner concerns.

That, in a nutshell, is the key to brand clarity and of course, effective marketing. By diving a little further, you can have a better understanding of your customer. You’ll discover what genuinely inspires them, and you’ll win every time if you position your marketing by concentrating on their underlying issues.


Do you want to give your company’s website a new face? Take a few minutes to complete our web design questionnaire and we would take care of the rest! We can also propose a few things you can do right now to boost your branding and marketing by examining your brand, so feel free to talk to us.

Sign up to our mailing list if you really want to learn more about our branding and marketing strategies.

Thanks for reading!

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