Stand Out, Speak Up: How to Describe Your Brand For Maximum Impact
Do you know what makes your brand as unique as a fingerprint?
It’s not just about your catchy brand colors or any clever taglines you can create.
A strong brand identity comes from knowing how to articulate who you are, what you offer, and why it matters.
In short, you need to have the biggest impact in the least amount of time if you want people to notice you.
And when it comes to explaining your personal brand, trying to break down the essential elements of who you are in a few short sentences might leave you feeling robbed of an opportunity to really shine and share who you are with the world.
So, how can you express your brand’s unique identity in the best way that will capture different people’s attention and keep them wanting more?
With the right words and a little bit of creativity, describing your brand doesn’t have to be an uphill battle.
In fact, let’s dive in together and craft a message that clearly explains who you are and why your target audience should care.
- Stand Out, Speak Up: How to Describe Your Brand For Maximum Impact
- Define Your Unique Value Proposition
- Identify Your Target Markets
- Define Your Employer Brand
- Communicate Your Company’s Mission Statement
- 173 Right Brand Adjectives To Build The Emotional Connection You Crave
- Adjectives Brainstorming Exercise
Stand Out, Speak Up: How to Describe Your Brand For Maximum Impact
So, you’re trying to describe your brand for maximum impact?
Well, let me tell you, it’s like describing your crush to your best friend.
You want to make sure they understand all the amazing qualities, but also make sure they don’t steal them away.
First things first, let’s talk about finding your brand’s “why”.
Why do you do what you do, besides the fact that it pays the bills and you’re saving up for that feeling knowing you made it because you’re now able to go on your dream vacation?
(Hello, Southern France).
Once you’ve figured that out, it’s time to get creative with your adjectives.
Don’t just settle for “great” or “unique”.
Really dive into what makes your brand special and use words that reflect that.
And don’t worry if nothing is coming into your mind right now.
You’ll find a list at the end of this post that will help you use relationship building words (because everyone loves building an emotional connection with their audience).
And one last thing you need to remember (otherwise you can kiss goodbye your marketing efforts) don’t forget to inject your brand with personality.
People want to connect with something that feels human, not robotic.
So, go ahead and give your brand a strong personality and show off your own abilities.
Your brand message should be something that leaves a lasting impression on a personal level with your customers and gives your audience a reason to choose you over competitors.
Remember, there are billions of people on planet earth and your target audience is only a fraction of it.
So, make sure the message you create resonates with them by understanding who they are, what they’re looking for and why your brand is the best choice to provide it.
Define Your Unique Value Proposition
Picture this: You’re at a party and someone asks that cringe worthy run-and-hide question, “So, what do you do?”
You need to answer with confidence and clarity to truly stand out as a small business owner.
That’s where your unique value proposition comes in!
It’s a clear statement that defines what makes you special, unique, and different from all the other folks in your industry.
And do yourself a favor, don’t just give a one-sentence conversation ending statement.
I’ll give you an example, but let’s call our friend, Bob.
How the conversation could go:
Bob: “Hey great party. What do you do for work?”
You: “I design websites for companies. What do you do.”
Bob: “Oh cool. I work in marketing.”
Do you see how leading with this kind of answer doesn’t serve you or the people you’re talking to?
Now, we are going to change things up a bit and you’re going to give Bob a different answer.
How the conversation needs to go:
Bob: “Hey great party. What do you do for work?”
You: “Hi Bob! Thanks for asking. Do you know anyone who uses a website for their business?”
Bob: “Yea, practically every business.”
You: “Yes, otherwise they’re a sinking ship before they leave the port. What I do is design posh websites for businesses that are mobile and user friendly. It keeps their ideal customers happy and their profits climbing.”
Bob: “That’s amazing. I work at our marketing department and I know our customers are not thrilled with our company’s website. Let me introduce you to my manager. He’s here at the party and would love to meet you.”
Do you see how leading your answer with a question makes the conversation stand out more?
The first time you try this communication style it might feel a little uncomfortable and that’s okay.
Creating a powerful brand and learning how to talk about the transformation you give takes practice.
But once you get your unique value proposition down, people will be more likely to understand what you do, and how they could benefit from your services.
And as a bonus tip, starting with a relatable question will draw people in and make them want to continue the conversation.
Let’s be real for a minute, there’s no shortage of people doing what you do, but what sets you apart is your secret sauce.
Whether it’s your innovative approach, your extensive experience, or your charming personality, you know you’ve got something that no one else does.
Your unique value proposition is finding the middle ground between what your customer needs and cares about AND what you do really well.
What your customer wants + what your business does well = unique selling proposition.
Identify Your Target Markets
Did you ever play the classic game of “Where’s Waldo?”
Of course you did, because you’re just cool like that.
Well, when it comes to finding the right people for your business, you are basically playing this game again, but in real life.
It can be tough trying to pinpoint who exactly is going to be interested in your product or service.
But if you try to speak to a lot of people, no one will stop to listen.
Don’t be afraid to limit the group of people you want to reach.
Because if you provide incredible value to those in your specific market, other’s will come and stay, even if they don’t identify with your group.
Think about it like this, who is the most likely to actually open their wallets and give you their hard-earned Benjamins?
Are your customers overworked executives, exhausted parents, coffee connoisseurs?
Once you figure out who your target market is, you can craft messages that are tailored specifically to these people.
You’ll be able to market to them in a way that speaks their language, solves their problems, and keeps them coming back for more.
Define Your Employer Brand
When someone is gossiping about your company, what are they saying?
Are they ranting about the disorganized mess of your onboarding style?
Or are they use words like “appreciate,” “success,” or “brilliant,” to describe the experience and results they had with you?
That my friends, is your employer brand.
The simple explanation is how you treat someone (your ideal client or your team members) from the very beginning of a relationship to the end.
You can also look at it as the impression your company leaves on everyone who interacts with it – from current employees and potential clients to the customer service value you provide.
And it’s not just about having a cool logo or a snazzy website (though those things certainly don’t hurt).
Your employer brand is about the power of brand personality – the core values you hold dear, the way you treat your employees, the goals you strive towards.
So, take a step back and think about what you want to be known for and how you will reflect this in your business.
Once you know this, you have your employer brand.
Simple as that!
Communicate Your Company’s Mission Statement
If you’re not communicating your company’s mission statement, then what even are you doing?
It’s like showing up to a potluck without bringing your grandma’s famous eight-layer dip.
Your mission statement is like the North Star, guiding you and your team towards success in your business decisions.
But let’s be honest, crafting a mission statement isn’t always a walk in the park.
And you don’t want to just slap your any ol-statement on your website or marketing campaigns and call it a day.
You need to communicate your company’s purpose, vision, and values to your employees so they know what they’re working towards, to potential customers so they know what you stand for, and place them in your marketing materials to tell your brand story.
How do you do this?
By creating a culture statement that encapsulates the essence of your company.
For starting points this should include what values you stand for, how you work together, and why working at your company is an awesome experience.
Once this is crafted, make sure to communicate it everywhere – in your social media presence, on your website to build brand awareness, and during client or customer meetings.
Plus, it’s a great way to showcase your company’s personality.
173 Right Brand Adjectives To Build The Emotional Connection You Crave
Okay, I know you’ve been waiting forever and a day for this list of brand words for your ideal audience, and I promise your patience will be rewarded.
The key to building an emotional connection with your target customers is finding the right brand adjectives that accurately reflect who you are and what your company stands for.
You want to create well-defined personality traits and brand equity that your customers can relate to, such as being trustworthy, reliable, helpful, compassionate, understanding or friendly.
You want to create words that will engage them on a more personal level and make them feel like you understand their struggles and empathize with their wants and needs.
These could include words like modern, innovative, creative, practical or luxurious.
So, without further ado, here’s a list of adjectives you can use to showcase your employer brand.
And feel free to use this adjectives in your social media posts to help build your visual identity or in your copywriting to strengthen your brand’s personality:
Adjectives Brainstorming Exercise
Adjectives are like spices.
They can take a plain and boring sentence and turn it into a mouth-watering delight.
But like any good chef, you need to know which spices to use and how much to put in.
That’s where this adjective brainstorming exercise comes in handy.
It’s like having a spice rack full of delicious-sounding words just waiting to be sprinkled onto your writing.
So whether you’re a seasoned writer or just beginning to dip your toe into the world of words, this simple exercise will help you add some flavor to your sentences.
Trust me, your readers will thank you for it.
1 – When people think of your company, I want them to feel __________
2 – What I talk with a potential client, I want my tone of voice to be ______________
3 – My team is ____________, taking on any challenge that comes our way.
4 – When I explain the value of my services to a customer, I want them to feel ______________
5 – When people think about my brand, I don’t want people to feel _____________, ____________, or ___________.
Understanding how to express your solid brand identity is the perfect way to tell your story, stand out in the crowd, and build a strong connection with emotional response from your customer base.
With the right words and a bit of creativity, your message will be both captivating and shareable.
My suggestion for you now is to take your brand values and let it guide people into a storytelling welcome sequence that resonates with them.
You can download my free storytelling welcome sequence template to help you with that.
Get started by signing up for our free storytelling welcome sequence and watch the eyes of potential customers light up like a Christmas tree when they see your brand name in their inbox.
Hi, I’m Micah Klug – the fairy godmother of storytelling because sparks fly when you tell the right stories to the right people.
You see, I’ve been involved in a lot of different businesses both throughout my career as a former Facebook ads agency owner and content creator for my parenting website.
I created an EPIC guide that will show you how my parenting website achieved a 415% increase in organic website traffic (26K pageviews to 134K pageviews) in just one year.
You can grab this free case study here: https://micah-klug.ck.page/fcd9440366