Why Customer-Focused Communication Strategies are Important
Can you articulate your organization’s purpose (its cause and the reason that it exists), what it does (its mission), and why it matters (what difference it makes)?
If not, you’re not alone.
We live in a world where we find it easy to change our focus and message to adapt to the circumstances and opportunities around us.
Doing so creates confusion in people’s minds; it is imperative that your brand remain focused.
- Your marketing should be simple and repeatable (especially if you have a small budget)
- Small budget= simple marketing
- Small budget = clear brand and messaging
The mission-driven organization creates a culture of purpose-driven communication when it focuses communications on one brand and one purpose—and shares it with one voice.
Many organizations struggle to create communication and design touch points that focus on the customers. Your narrative and stories must be focused on your target audience, through touch points that the audience will connect and interact with.
When your brand focuses on features and benefits, your customers stop listening. People want to know how your brand is going to solve their problem.
Your employees and customer service reps need to understand your brand or company purpose, and be able to share why that purpose is part of your brand story. But it’s important to remember that people buy your products and services because it helps them live a better life or solve a problem, not because of your brand purpose.
The only why a customer is interested in is, “Why didn’t you tell me sooner that you could help me? I would have bought your product sooner and you could have saved me time and frustration!”
When brand storytelling and marketing are be designed to meet the needs of the audience, it achieves two goals: Messaging tells people what they want to hear from your brand, and your brand earns trust and the privilege to share its message with customers.
It’s a fair exchange. You get peoples’s attention by sharing about how your brand can give them what they want, and by providing information that will benefit them. In the process, they learn more about how your brand can help them live a better life or provide a solution to a problem.
The Aespire Brand Clarity Credo guides leaders to align the four dimensions of communication and culture so your organization thrives.
To begin or nurture a relationship, you need to know your audience. Your brand voice should be speaking the language your audience speaks. Your voice needs to be heard where they are listening.
You must have a sustained and deliberate commitment to telling an effective story with a unique voice. Your brand must remain focused on the audience it is trying to reach, speaking the language of that community.
To communicate effectively, you have to eliminate possibilities in order to create opportunity. Think about what you want your audience to experience (i.e., the consumers or stakeholders you want to reach) and then build your marketing around the needs of that audience.
Eliminate what is trendy in favor of what is effective. When you eliminate complexity and focus on marketing made simple, everybody wins.
Focus on what you have capacity for, and implement it with excellence.
If you are true to your goal of lasting impact and growing revenue, then you must take a long-term view to your brand, design, and communication planning.
What will it take for you to stay focused?
Whatever it is, make it easy for your audience to connect with your organization.
Do you have a hard time explaining what your company does or why your brand matters to people?
If you struggle to grow your business, you’re not alone. Aespire can help you create a clear message and brand that helps you grow your business. Contact us today for a consultation with a StoryBrand Certified Marketing Guide.
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