Did you know Napoleon Bonaparte demanded three things from each of his couriers? Be clear. Be clear. Be clear.
There’s a reason why arguably one of the most influential leaders in history placed such a value on clarity: the success of your future is directly tied to the clarity of today.
When it comes to your brand’s identity, clarity is an invaluable asset. There are four major factors to building brand clarity.
Identify your core
Too many brands chase a variety of opportunities without considering how it meshes with their core identity. Jim Collins’ Hedgehog Concept is a classic tool for helping brand’s clarify their core identity. Know what you can be the best in the world at, know what drives your passion, and know what feeds your economic engine. In the middle of those three is where you need to be as a brand.
Know your audience
Know who you’re speaking to, and what they want and need to hear. If you’re speaking to angel investors, know your facts and research back and forth. If you’re speaking to potential clients, know the needs they’re facing and your best way of meeting those needs.
Communicate value clearly
Why should your audience buy what you’re selling? Your answer can’t be because you spent countless hours developing your product. A hamster spends countless hours running… and going nowhere. Brand clarity is being able to clearly communicate the value of your product. Use simple words. Use short sentences. Be clear. Communicate value.
Hone your message
I could talk all day about how great my company is, all the features and details of what I have to offer, and on and on… but you don’t have all day to listen, nor would you necessarily want to listen.
Building brand clarity is about honing your mission, mantra, business concept, whatever you need to communicate down to an easily-expandable message. This is more than having your elevator pitch; it’s your elevator pitch on steroids. Know your message so clearly you can go thirty seconds, five minutes, or half an hour at the drop of a hat.
Your audience’s level of clarity is in direct relation to your level of clarity. If it’s even a little fuzzy to you, then it’s measurably more unclear to your audience. Focus on these four factors and bring clarity to your brand’s future success.