This ten-question audit will help you figure out if your brand communication is costing you money.
This ten-question audit will help you figure out if your brand communication is costing you money.
The questions in this audit are based on proven brand communication principles from across industries.
1) Is your offering clearly communicated?
Does the copy on your website or your marketing material clearly and quickly state what you do?
Clear Example - We clean and residential service pools.
Unclear Example - Our team of qualified personnel provides best in class, reliable service. As one of the region's top providers, we can meet all your needs, from building to service and cleaning.
Still not sure?
If you're not sure, look at your most prominent marketing material for no more than 10 seconds and see if you can confidently answer what service or product is being provided. People don't trust what they don't understand. And they don't want to have to work hard to make sense of your company. If you aren't clearly saying who you are and what you do, people will lose interest, and you'll lose their business.
2) Is your value proposition clearly communicated?
Does the copy on your website or your marketing material clearly explain the unique value your organization brings beyond just the product or service? What makes your product or service better than the competition? Will someone know that after looking at your marketing material?
Your value proposition speaks to how you will alleviate a pain or create a gain for your customer through your product or service. A great value proposition speaks directly to your target market. If you don't know your value proposition, then check out our value proposition design resources.
Clear example:
Still not sure?
To see if your value proposition is clear and concise, go to your homepage or most prominent marketing material, and see if you can answer this question: "Why should I choose to work with this organization?" An effective value proposition is crucial for your marketing success. Customers need to understand how your product or service will benefit them and what makes you different from competitors before they'll be comfortable engaging with your company.
3) Do you speak directly to your target audience?
Are you speaking directly to the person reading your copy? Do you use words like "you" or "yours?" Or are you speaking generically about your product or service?
Still not sure?
If your copy is generic and reads like an owner's manual or product guide, then people aren't going to relate to your brand and will most likely lose interest. Communicating in a way that's personal and resonates with your target audience will engage them and draw them into your brand.
Bad: We source the highest quality of beans through the best farms all around the world.
Good: We understand that you care about more than just flavor when it comes to your coffee. We sustainably source our coffee from the best growing regions worldwide so that you can rest assured that every cup is going to support the lives of farmers around the world.
4) Is it clear that you are selling a solution to your audience's needs?
Are you selling product or service specifications or a solution to your customer's need? People buy because they want a solution, not because they want the product or service in and of itself.
Still not sure?
Like most messaging practices, this is simple but easily missed. People aren't looking for products or services just to have or experience them. They're looking for a solution to a problem in their life. If your marketing copy describes the best parts of your product or services, without highlighting how it solves a problem, then you're missing an opportunity to give the customer what they really want: a solution.
For example, people don't buy brake pads to have brake pads. They buy brake pads so they can feel safe when they're driving and know they'll be able to stop quickly.
Instead of talking about the mechanics and specifications of the brake pads, your company should talk about how the brake pads help you stop quickly and reliably so you can keep the people you care about safe.
5) Is your call to action clear?
Do you clearly communicate what you want a customer to do once they land on your website and interact with your marketing material? Is the next step clearly communicated? Can it easily be done?
People can't take action if they don't know how to (or what that next step is). If your CTA is confusing, people won't trust you or know how to engage with your brand. Clarity is key in guiding a potential customer to take the next step with your brand.
Put your call to action prominently on your website homepage, landing pages, and in all your marketing communication.
6) Are you showing that people like what you do?
Social proof is critical. Are you showing that people like your offering through reviews, testimonials, or the logos of brands that trust you?
People trust other people's word way more than they trust you. A recommendation from a peer has more of a persuasive impact than a catchy one-liner or self-boasting. The more a potential customer sees other people using and engaging with your brand or product, the more likely they will buy from you.
7) Do you use small words?
Most people lose interest when you start using big words. Are you using language that everyone can understand and easily remember?
Bad Example: Our global market arbitrage strategy is based on AI-driven algorithms.
Good Example: We use technology and global trade to help you make money.
If people have to use a dictionary to understand your brand, you've lost them. Big words and technical jargon are a barrier for people to connect with your brand.
8) Is your website and marketing material up to date?
Most brands that people engage with daily are at the forefront of design, and that means we subconsciously come to expect trustworthy brands to look current. Is your website and marketing material fresh and well-designed?
It's simple: good design gives credibility in the eyes of your customer. You could have a great product, but if the packaging, marketing materials, or product itself is outdated or poorly designed, people won't be likely to trust you. Staying on top of current design trends keeps your brand relevant and credible.
9) Is your brand messaging consistent?
Do your marketing emails say the same thing as your website and paid ads? If not, you're creating brand confusion. Wherever people look at your brand; they should see the same offering and value proposition repeated.
10) Have you helped the audience visualize how you can change their life?
Do your marketing, and your website tell a story of the impact you will have on their lives?
If you are telling customers what you do but not showing how it will change their lives and impact them, you're missing an opportunity to engage with people. Customers will be more interested in your brand if you remove the guesswork and paint them a picture of how your product or service will help them.
This ten-question audit will help you figure out if your brand communication is costing you money.
This ten-question audit will help you figure out if your brand communication is costing you money.
The questions in this audit are based on proven brand communication principles from across industries.
1) Is your offering clearly communicated?
Does the copy on your website or your marketing material clearly and quickly state what you do?
Clear Example - We clean and residential service pools.
Unclear Example - Our team of qualified personnel provides best in class, reliable service. As one of the region's top providers, we can meet all your needs, from building to service and cleaning.
Still not sure?
If you're not sure, look at your most prominent marketing material for no more than 10 seconds and see if you can confidently answer what service or product is being provided. People don't trust what they don't understand. And they don't want to have to work hard to make sense of your company. If you aren't clearly saying who you are and what you do, people will lose interest, and you'll lose their business.
2) Is your value proposition clearly communicated?
Does the copy on your website or your marketing material clearly explain the unique value your organization brings beyond just the product or service? What makes your product or service better than the competition? Will someone know that after looking at your marketing material?
Your value proposition speaks to how you will alleviate a pain or create a gain for your customer through your product or service. A great value proposition speaks directly to your target market. If you don't know your value proposition, then check out our value proposition design resources.
Clear example:
Still not sure?
To see if your value proposition is clear and concise, go to your homepage or most prominent marketing material, and see if you can answer this question: "Why should I choose to work with this organization?" An effective value proposition is crucial for your marketing success. Customers need to understand how your product or service will benefit them and what makes you different from competitors before they'll be comfortable engaging with your company.
3) Do you speak directly to your target audience?
Are you speaking directly to the person reading your copy? Do you use words like "you" or "yours?" Or are you speaking generically about your product or service?
Still not sure?
If your copy is generic and reads like an owner's manual or product guide, then people aren't going to relate to your brand and will most likely lose interest. Communicating in a way that's personal and resonates with your target audience will engage them and draw them into your brand.
Bad: We source the highest quality of beans through the best farms all around the world.
Good: We understand that you care about more than just flavor when it comes to your coffee. We sustainably source our coffee from the best growing regions worldwide so that you can rest assured that every cup is going to support the lives of farmers around the world.
4) Is it clear that you are selling a solution to your audience's needs?
Are you selling product or service specifications or a solution to your customer's need? People buy because they want a solution, not because they want the product or service in and of itself.
Still not sure?
Like most messaging practices, this is simple but easily missed. People aren't looking for products or services just to have or experience them. They're looking for a solution to a problem in their life. If your marketing copy describes the best parts of your product or services, without highlighting how it solves a problem, then you're missing an opportunity to give the customer what they really want: a solution.
For example, people don't buy brake pads to have brake pads. They buy brake pads so they can feel safe when they're driving and know they'll be able to stop quickly.
Instead of talking about the mechanics and specifications of the brake pads, your company should talk about how the brake pads help you stop quickly and reliably so you can keep the people you care about safe.
5) Is your call to action clear?
Do you clearly communicate what you want a customer to do once they land on your website and interact with your marketing material? Is the next step clearly communicated? Can it easily be done?
People can't take action if they don't know how to (or what that next step is). If your CTA is confusing, people won't trust you or know how to engage with your brand. Clarity is key in guiding a potential customer to take the next step with your brand.
Put your call to action prominently on your website homepage, landing pages, and in all your marketing communication.
6) Are you showing that people like what you do?
Social proof is critical. Are you showing that people like your offering through reviews, testimonials, or the logos of brands that trust you?
People trust other people's word way more than they trust you. A recommendation from a peer has more of a persuasive impact than a catchy one-liner or self-boasting. The more a potential customer sees other people using and engaging with your brand or product, the more likely they will buy from you.
7) Do you use small words?
Most people lose interest when you start using big words. Are you using language that everyone can understand and easily remember?
Bad Example: Our global market arbitrage strategy is based on AI-driven algorithms.
Good Example: We use technology and global trade to help you make money.
If people have to use a dictionary to understand your brand, you've lost them. Big words and technical jargon are a barrier for people to connect with your brand.
8) Is your website and marketing material up to date?
Most brands that people engage with daily are at the forefront of design, and that means we subconsciously come to expect trustworthy brands to look current. Is your website and marketing material fresh and well-designed?
It's simple: good design gives credibility in the eyes of your customer. You could have a great product, but if the packaging, marketing materials, or product itself is outdated or poorly designed, people won't be likely to trust you. Staying on top of current design trends keeps your brand relevant and credible.
9) Is your brand messaging consistent?
Do your marketing emails say the same thing as your website and paid ads? If not, you're creating brand confusion. Wherever people look at your brand; they should see the same offering and value proposition repeated.
10) Have you helped the audience visualize how you can change their life?
Do your marketing, and your website tell a story of the impact you will have on their lives?
If you are telling customers what you do but not showing how it will change their lives and impact them, you're missing an opportunity to engage with people. Customers will be more interested in your brand if you remove the guesswork and paint them a picture of how your product or service will help them.
StacDek helps companies design strategies that drive long-term growth.
