Are your branding strategies working for you … or against you? It could be that inconsistent messages are sabotaging your business success.
Peggy and Sarah are mother and daughter. As the saying goes, the apple doesn’t fall far from the tree. Both are attractive women with a passion for dressing fashionably and keeping their bodies, hair, and skin in tiptop shape.
For years they toyed with the idea of starting an online beauty product business together. When Peggy retired, they decided to go for it.
They quickly realized that being from two different generations meant they’d attract two different generations of buyers. For example, Sarah’s copy for their website appealed to young women, for example, while Peggy’s drew Boomer women.
At first they considered that an advantage. But time made it clear that their business wasn’t finding its wings. They had traffic, but conversions were low.
“It’s not the products,” they agreed. “We only carry the very best.”
Could it be their pricing? Too high? Too low?
A business consultant supplied some invaluable input:
- They were giving out mixed messages. For example, some promotions spoke of maintaining the vibrancy of youth, and others about recapturing it.
- The colors on the website lacked congruency. Bright and flashy here, soft and tender there.
- Communication tone was inconsistent. Depending on which one wrote their content, it vacillated between light and funny (Sarah) and sophistiated and cool (Peggy).
It came down to a lack of consistent, compelling branding.
Putting their heads together, they decided to focus on anti-aging products for affluent Boomer women. They went with muted colors, and Peggy began writing all their content.
Conversions rose sharply … thanks to the insights they’d gained from a seasoned professional who was able to point out what they couldn’t see.
Could inconsistent messages be sabotaging your business? If you think this might be at the root of your problems, isn’t it time to take a closer look?
Consider: Why are you putting out inconsistent messages? Chances are, it’s because you’re either at odds with yourself or, as in the case of Peggy and Sarah, your team members are at odds with each other’s thinking.
Some outside input can help to pinpoint the source of the confusion. For a powerful message clarification tool, schedule a complimentary 15-minute session with me at meetme.so/ChiwahSlater.
To your business success and life fulfillment,
Founder, AWriteToKnow.com Founder, PetWrites.com Google+: https://plus.google.com/u/0/+ChiwahSlater Facebook: http://facebook.com/chiwah.slater LinkedIn: http://www.linkedin.com/in/chiwah Twitter: https://twitter.com/PetWrites Pinterest: http://www.pinterest.com/chiwahslater YouTube: https://www.youtube.com/channel/UCQvxaLnSFpXmtjWBd1fFEUw