Mixed Signals: Is Your Brand’s Message Clear or Confusing?

by | Apr 3, 2024 | Newsletter

Ever feel like your brand’s message is as clear as a foggy night in London?

You’re not alone. Many entrepreneurs struggle with articulating who they are and what they do. I’ve found this to be especially true for clients whose body of work is technical or is original, and you feel like you have to educate people – All. The. Time.

Coming up with the right message and marketing strategies can sometimes feel like trying to mix a cocktail in the dark – you know all the ingredients are there, but you just can’t seem to get the blend right.

This week, we’re exploring the common pitfalls when articulating who you are and what you do.

From unclear messaging to attracting the wrong crowd, here are seven common challenges you face when crafting your message and what you can do to overcome them.

1 Unclear Messaging

Duh. Of course, this is number one because when your message is as clear as a smoky old fashion, potential customers are easily confused. When people are confused, doubt seeps in about whether or not you can help them, which leads to missed opportunities and a diluted brand impact.

The solution?

Sharpen and simplify your message. Sounds simple, but in practice, it’s difficult because you’re too close to what you do.

However, once your message is clear, doubts slip away, and you become the obvious choice, cutting through the noise like when you find your people in a crowded bar.

If this sounds like you, here are your actions to improve:

  • Identify your core message – what’s your brand really about?
  • Eliminate jargon and complex language.
  • Test your message with a small audience for clarity.

2 Attracting the Wrong Audience

This item is a symptom of number one: incorrect messaging leads to attracting the wrong audience.

The key here is to recalibrate your message to align with your true audience so your brand resonates with prospects who share your values and need your offerings.

If this sounds like you, here are your actions to improve:

  • Define your ideal customer profile.
  • Select the platforms (1-2 max) to reach this group.
  • Tailor your messaging to address the specific needs and values of this audience.

3 Alignment Issues

Sometimes, your challenge with messaging comes down to alignment. When your message, offer, and marketing are out of sync, you inadvertently create a disjointed brand experience.

This happens for a number of reasons, from being muddled about what to do next or creating too many assets or funnels that don’t convey the right/same message.

The good news is once you nail your message, you gain alignment, coherence, and consistency across your brand, which makes your message smooth and memorable.

If this sounds like you, here are your actions to improve:

  • Conduct regular audits to ensure your brand message is still aligned.
  • Create a brand style guide for consistent communication.
  • Train your team on the importance of a unified brand voice.

4 Generic Appearance

When you try to appeal to everyone, you lose your unique appeal, like a classic drink that’s watered down. I see this a lot from clients who have gone to an agency for a copy or a website before coming to me for help.

To stand out, you need to shift away from standard industry messaging (agency speak) and infuse your brand with distinct and memorable elements.

You need to take a stance. What do you believe that others don’t when it comes to your industry, business, or brand?

If this sounds like you, here are your actions to improve:

  • Identify what sets your brand apart from competitors.
  • Incorporate unique brand stories or values into your messaging.
  • Determine your stance.

5 Unclear Offer

An unclear offer is like a confusing drink menu – it leaves potential customers unsure and hesitant.

An unclear offer is worse than an unclear message.

I often see light bulbs turn on when helping clients clarify and create their offer. One client, Kevin, even gasped, then exclaimed, “OMG. We’ve been selling this wrong all along.” He was selling franchises.

In the previous three years, he had sold exactly zero. In his defense, a franchise is not an easy thing to sell. The good news is after getting clear about his message and offer; he sold three within nine months.

Denise, who was selling multiple small-ticket items, created one high-ticket offer and sold three of them before we ended our engagement!

That’s the power of a clear and focused offer.

By focusing and articulating your offer clearly, you guide customers smoothly to a decision, much like the bartender who recommends the perfect drink.

If you need help dialing in your offer, here are your actions to improve:

  • Simplify your product or services.
  • Create one high-ticket offer that is easy to understand.
  • Highlight the benefits and outcomes for your prospects.

6 Feeling of Something Missing

Have you ever had that nagging feeling that something’s missing in your messaging or maybe your offer or your business? You’re not sure what it is, but you feel it in your gut, like a cocktail missing a key ingredient. What is that thing?

When this happens, it’s usually a combination of things, but your message is where you feel it the most.

That’s why The Brand Messaging System™ is a structured process; to systematically ensure every aspect of your brand communication is covered, from audience to offer to your website, emails, and content.

But if you’re not using The Brand Messaging System™ here are some actions to take to scratch that nagging itch:

  • Audit your current messaging for gaps, inconsistencies, and lack of alignment.
  • Use a system, not a webinar or one-off workshop, to develop a comprehensive messaging strategy.
  • Regularly review and update your messaging playbook. You have one, right?

7 Difficulty in Communicating Value Online

Without following a defined process, communicating your brand’s value online is as challenging as capturing the essence of a fine wine in words.

This happens because you don’t see the value you provide through your client’s eyes, only your own. This is a common phenomenon called “The Curse of Knowledge.”

The Curse of Knowledge happens when we gain a certain level of expertise, and our brains tell us everyone else already knows what we know. As a result, we get muddled when it comes to communicating our value.

This is where using a structured process helps you craft messaging that resonates with your audience and effectively conveys the value you provide.

If you feel like your value is getting lost in words, here are some actions to take:

  • Focus on the unique benefits of your products/services for your clients. What do you enable them to do?
  • Listen to customer testimonials. What do they say was the benefit? How are they better as a result of working with you? Their words. Not yours.
  • Use storytelling to connect with your audience emotionally.

Wrapping It Up: Your Blueprint for Clear, Compelling Messaging

Clear and compelling messaging is the secret ingredient to a standout brand. Like a masterfully crafted cocktail, your brand needs the right balance – clarity, alignment, uniqueness, focus, and a strong connection with your audience.

Remember, the goal isn’t just to communicate; it’s to resonate. Whether you’re refining your offer or realigning your brand’s core message, every step you take should bring you closer to a brand that’s as distinct and memorable as your signature drink.

TLDR;

Define Your Audience: Tailor your messaging to speak directly to them.

Audit Your Messaging: Review for clarity and directness.

Fill the Gaps: Ensure nothing crucial is missing in your messaging.

Find your Differentiator: Stand out from the industry crowd.

Clarify Your Message: Ensure consistency in your brand’s presentation.

Distill Your Offers: Make it easy for customers to say ‘yes’.

For a comprehensive solution, The Brand Messaging System™ provides your ultimate guide to crafting a message that speaks volumes, connects deeply, and turns your business into a brand as iconic as the classic cocktails we love.

At least, I think it does, and so do my clients.

Have you ever hummed a song you hear often but don’t like? I do this on some of our longer drives in the RV.

The more you hear the song, the more familiar you become with it, and eventually, without a conscious thought, you’ll begin to like the song, “It’s growing on me,” you’ll say.

And that is how the Mere Exposure Effect works.

You hear the song enough, and it burrows a hole right into your brain, and before long, you’re dancing in the driver’s seat.

The good news for you is that brands work the same way.

You can use this sneaky little psychological “trick” to grow your brand and business. If your audience isn’t engaging with your content or converting into customers, it’s likely because they haven’t seen your brand enough to develop a connection yet.

Read the highlighted part of the last sentence again.

Let’s get this out of the way. Many founders, especially those of you running solo businesses and even executives, do not want to “market” themselves because you think it’s being brag-a-docious.

Well, I’ve got a question for you. If you don’t put yourself out there and market your business or brand, who will? Answer: No one. If you’re not marketing your business or brand, your audience will gravitate toward those who advocate for their business or brand.

The Mere Exposure Effect works on a simple principle: the more your audience sees you, the more they’ll trust you.

BTW—if you’re struggling with this, The Brand Messaging System™️ will not only help you clarify your message, but it will help you understand how to repeat your message across the right platforms.

That’s the magic of the Mere Exposure Effect. And it’s available to you.

The Psychology of Familiarity

The Mere Exposure Effect isn’t just a fancy term for “I’ve seen that a lot.” It’s the reason people feel comfortable with things (and brands) they’ve been exposed to repeatedly.

It’s like going to the same bar enough times—the bartender eventually knows your drink, you know the managers, and then “suddenly” it feels like home. Like Norm from Cheers. The brewery we frequent in Golden, New Terrain, feels like to us.

Why This Matters:

Simply put, familiarity builds trust. In a world overflowing with ads, content, pitches, and people, you will gravitate toward what feels familiar. The repeated exposure builds trust. You want your audience to think of you as that bartender who always gets their order right—reliable and just there.

How it Works:

Every little exposure—whether it’s your logo, tagline, or a killer piece of content (even with low or no engagement), slowly chips away at your audience’s uncertainty. They may not notice it immediately, but they start to trust your brand over time.

This is why it takes 5-7 impressions before people remember your brand.

How to Use the Mere Exposure Effect to Your Advantage

First, you don’t need to be a massive brand to use this effect; you can be a very small brand, just getting started. The trick is consistent and strategic repetition, something I work with my clients on in The Brand Messaging System™️, to make your audience familiar with your brand without being overwhelmed.

Here’s how you can start using it today:

1 – Identify Core Messages

You knew this one was coming, so let’s not overcomplicate things. Pick 2-3 core messages that you want your audience to associate with your brand.

For The Distilled Brand, I tend to think about “clarifying messaging,” “distilling complex ideas into memorable messaging,” or “communicating your value online.”

These core messages become your go-to ingredients, like the bourbon in an Old Fashioned—foundational, reliable, and always on hand.

Pro Tip: If you’re thinking, but I’ve said this before, good. That’s the point. The more you say it, the more people believe it.

2 – Repeat Your Core Messages Across Platforms

Start spreading your message without feeling like “that guy” who talks about his cat in every conversation. The trick is to keep it fresh, for example:

On LinkedIn: I might drop some knowledge on the importance of clear brand messaging.

In Email: I might share how a client nailed their offer after simplifying their message (which happens often).

On the Website: I’ll hit readers with the same value prop—again and again.

Consistent Visuals: Repetition isn’t just about words—visuals need to stay on brand too. Keep your color schemes, logos, and fonts consistent across platforms. It’s like wearing your signature style, think Steve Jobs; Jeans, black turtle neck. People will start to associate it with you without even thinking about it.

Pro Tip: If you feel the urge to switch things up just because you’re bored, resist. Consistency breeds familiarity, and that’s what we’re after.

Create a Content Calendar for Repetition

If low engagement or conversions are slowly killing you, don’t worry. You don’t need to do more; you need to show up consistently and stay on message. This is where I see people get in trouble with their content; they get bored and start talking about other things. If that’s you, stop doing that.

Instead, put together a plan for your content so it stays fresh but familiar. Here’s a hyper-critical four-week example calendar for The Distilled Brand®:

Week 1:

LinkedIn: Publish a post about “How simplifying your message can change everything.”

Newsletter: Share a client success story where clarity made all the difference. Basically, it reinforces your post.

Week 2:

Instagram Story: Do a behind-the-scenes look at a workshop or a peek at your process.

Blog Post: Write about the impact of a clear message on sales and engagement.

Week 3:

LinkedIn: Publish another post. Maybe this time, the topic is posed as a question, “Is your message as clear as an Old Fashioned? If not, it’s time to simplify.”

Lead Gen Post: Offer a free resource, like a downloadable guide, to help your audience clarify their messaging. (This is where you build that trust and get some leads.)

Week 4:

Podcast Appearance: Talk about how simplifying messaging has changed your clients’ lives. Don’t be shy—share those wins and repeat your core message again.

Keep in mind this is an example. The platforms and mediums you choose must align with you and your audience.

Track What Works

Like someone keeping track of your drinks at a bar, you need to keep track of what resonates so you can begin to fine-tune your message and keep serving up content your audience loves.

If your posts about clear messaging, for example, are driving conversations—double down on that and weave that same message into your emails and website.

Metrics to Watch:

Engagement: Are your posts getting likes, reactions, comments, and reshares? If not, you may need to tweak your message. Review your post topics are working and double down on those.

Conversions: Track the number of clicks, sign-ups, or sales after implementing the mere exposure effect to see if repeated exposure to your core message is driving conversions.

Brand Sentiment: Are people mentioning you or your brand in their posts (positively, of course). If so, you’re doing your job.

Refine Based on Data: Data not Boredom. The beauty of repetition is you can keep testing. If your message about “clarity” works wonders on LinkedIn but falls flat in emails, tweak the way you present it in different formats.

Don’t overthink this. Repetition works best when you keep it simple, track what’s working, and adjust when necessary. Like Kaizen principles or perfecting a cocktail recipe, it’s all about small tweaks over time.

The Key: Put yourself out there again and again.

Last Call: Your Action Plan for Memorable Messaging

Before we close the tab on this week’s newsletter, here’s a summary of what you need to remember:

Define your core message: What do you want to be known for? Write it down and stick to it.

Be consistent: Repetition is key—whether it’s your message, visuals, or content strategy. Stay the course (as long as you have the right message, which is the topic of next week’s newsletter).

Track and refine: Keep an eye on what’s working and adjust your approach based on engagement and results.

Final note. With The Brand Messaging System™️, I help you craft your core messages, then build a strategy for you to amplify them across all your platforms—making it easier for the Mere Exposure Effect to work its magic.

The right kind of repetition doesn’t just get you noticed; it makes you unforgettable.

Now go out there and start repeating yourself like a pro, and if you need help, schedule a call. Let’s look at how you can leverage the mere exposure principle to maximize its effect on your brand or business.

Whenever you’re ready, here’s how I can help.

The Brand Messaging System™️: For founders and business owners who want to articulate your value so clearly that your audience knows who you are and what you do without guessing. Imagine not worrying about what to say when asked, “What do you do?” Or not worrying about needing to get another job because your leads have dried up. If that sounds like something you need, the BMOS may be for you. Schedule a call, and let’s chat.

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