WEBITMD NEWSLETTER VOL.12

YOUR DIY MESSAGING STRATEGY GUIDE

The internet is noisy, folks. On average, your customers see over 4,000 advertisements, emails, and messages every day.

How can you make sure your brand is one of the few that actually stands out from the crowd? The answer lies in your brand story.

STEP ONE: BRAND PURPOSE 💜

Just like people, every brand has a unique set of guiding beliefs. Collectively, these make up your brand purpose. 

The key elements of your brand purpose are typically found within your mission, vision, and core values. Don’t have those solidified yet? No problem. Here are some questions to get you started:

• Why does your company exist?
• What problem(s) are you trying to solve?
• What future are you helping create?
• What are 3-5 values that will guide you along the way?

STEP TWO: AUDIENCE  👪

To create a brand story that resonates with your audience, you need to understand who they are and what they care about. 

Write down the following information about your customers to create your buyer persona(s):

• Job title/role
• Demographic information
• Pain points
• Purchase triggers
• Common sales objections
• Role in the purchasing process

Pro tip: Loop in folks from sales, customer success, and other customer-facing roles at your company to complete this section.

STEP THREE: POSITIONING 🎯

Now it’s time to define how you’ll position yourself within your market. To get started, answer the following questions about your business:

• Are you looking to fit into, disrupt, or create a niche?
• What are your strengths, weaknesses, and opportunities as a business?
• How are your products/services unique? How are they similar to existing options on the market?
• How is your industry changing? How will you adapt?

Next, fill out the information in the chart below about your top competitors.

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