3 Ways to Test Your Brand Clarity
When clients come to me for help with finding new customers I start with assessing their business’s brand clarity. I use a checklist as well as my own “gut check.” Here are the top 3 questions I want to see easily identified in their copy.
- Can I clearly see in my mind’s eye who their best, most ideal customer is?
- Can I quickly see that their products or services are marketed specifically to those ideal customers?
- Can I tell without searching for it exactly what the business is about?
Use these questions are your biggest win toward total brand clarity. Why should you spend time on these questions? Because the results of your time spent will allow you to grow using call and response marketing.
What is Call and Response Marketing?
You’ve probably been around it most of your life. The first time I ever learned about call and response singing was a long time ago in church. The priest in our Episcopal church would sing the first verse to a Psalm, and the congregation would sing the second line in response. The priest sang out, and people who wanted to worship sang back. He called, they answered.
Years later, I sat with Krishna Das at meditation retreats and spent the entire night doing call and response chanting. Krishna Das would sing the first part of a chant and all of us in the meditation hall would sing the second part of the chant in response. He called, we answered.
A few years ago I was in St. Petersburg, Russia and entered a Russian Orthodox church. Sure enough, the leader was singing, the congregation was responding. He called, they answered.
It dawned on me as I was thinking about brand clarity that great marketing is call and response. You put out a call that you are offering a certain thing. Those who respond back to you are in your fold, so to speak. You call out, they answer. You make an offer, they buy from you. Call and response. The great thing about call and response marketing is that people self-identify as prospects for your business. Click To Tweet
How To Be Successful at Call and Response Marketing
To use call and response and be successful at it you need two things:
- Your call (brand clarity) must be crystal clear
- It must also be loud enough to be heard.
Here’s an example. If you call out “cosmetics” you’ll get a limited and weak response. But if you clarify your brand more specifically, and call out “Mary Kay lipsticks for this summer” the response you get will be from prospective customers who want exactly that. It gives your customers a starting point. It doesn’t mean you will only ever sell that customer lipsticks. Later on, she likely will respond to other offers you make.
Here’s a second example for a service-based business. If you call out “wellness coaching” you might get a response from people, but it will not be a large response. If you clarify your brand and call out “wellness coaching for injured weight lifters” you will get a much bigger response from exactly those people who want that and nothing else.
My call is “work with me to get crystal clear on your brand, so that your offers sell more quickly and you make more income.”
What’s your clarity call? What is the exact response you want?
List Building and Brand Clarity
If you are not creating an email list of interested prospects you should be! But there’s a right way to do it, and a wrong way. You don't want just anyone on your email list - you want people you have called to who have a strong interest in what you offer. Click To Tweet
To build a responsive email list requires that you be clear about exactly the type of prospect you want on that list. In my List Building for Success and Impact e-course, I teach you how to check your brand clarity, so that your “call” (your opt-in offers) will get the exact type of potential customers you want.
Brand clarity builds your business. It makes your decisions quicker and easier. And more than anything, it effortlessly markets your business, always working for you.
Related article: List Building Tip – How to Add Subscribers by Teaching What You Know
Do you have a clear statement of who you are and what you do? You’re welcome to leave it in the comments below and I’ll review it for you.
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