Brand Clarity – How to State Your Mission So That You Are Engaging Prospects

Is Your Mission Clear Enough to Spark an Emotion in Your Prospects?

Bold statement – most small business owners open their business without having solid brand clarity. You might think that’s a little crazy. However, the desire to get started and share what we are passionate about causes us to forego the work of testing out our mission statement – or even creating a mission statement at all. We are aimed more toward “doing” than “planning.” When it comes to brand clarity and crafting your mission, though, the time you put in on the front end is worth it. Your marketing and advertising will yield easier and faster results. 

Here’s the thing – while you may have a perfectly clear idea in your own mind about who you are and what you offer, that’s not good enough. You have to carefully define your mission and your messaging so that you call to your best customers (or clients) and you repel those who aren’t going to buy.

Every minute you spend on brand clarity – getting clear about your mission and honing your first message about who you are and what you do – saves you hours of time in wading through prospects who won't buy, and brings you more sales success.

Brand Clarity Both Attracts and Repels Customers

Clarifying your brand with a succinct, clear mission statement helps potential customers (or clients) find you. It also gives you more status, because you are stating boldly what you are expert in, and telling prospects exactly how you can help.

Here's an example for you. What if a guy at your local gym walked up to you while you were on the treadmill and said, “Hi, I wanted to introduce myself and let you know what I do here. I’m the swim coach.” What would your reaction be? You'd probably think “that's nice.” But what if, instead, the guy walked up to you and said, “Hi, I’m the swim coach here, and I wanted to reach out to introduce myself. I see that you spend time here on the treadmill. I teach treadmill users how to jog in the pool, which is easier on your joints but gives you more resistance in your workout. And you do it without getting your hair wet or ruining your makeup, too.” Wouldn’t your reaction be different? 

When you’re crafting your mission, write it down and then ask yourself, “What’s so great about that?” Keep asking until you get your mission down to something that is so clear and succinct that the energy of it engages those who are looking for what you offer.

Here are 5 tips to get you started creating brand clarity with a succinct, emotionally engaging mission statement.

• Write down your current mission statement if you have one already.
• Ask yourself “does this clearly state who my best customer or client is?”
• Does my mission statement identify the problem I solve?
• Is my statement emotionally engaging?
• Is my statement simple enough that someone could remember and repeat it to a friend?

You can hire me to help you with brand clarity and setting up your best marketing, using my 4 step process. Just email support@confidentmarketer.com to get started. My mission is to help you with three things:

• Brand clarity
• A mission statement that is clear and emotionally engaging
• The ability to simplify your marketing and gain clients more quickly.

If you’ve got brand clarity you easily engage the energy of your prospects. To take your branding to extreme clarity and make your marketing faster and easier, contact me and we'll get started.