OWC often encounters messaging that indicates confusion about what a business really does, what makes it unique and where the foundation of its reputation lies. Do you know what sets you apart? What pain point do you solve for your customer? Now ask yourself, does your messaging say that?
There’s much hype around companies that are “disrupting” their industry, but there are very few real disruptors, “game-changers,” “groundbreakers” or “pioneers.” Instead of making these claims, focus on what truly makes you unique and exciting to your customers or clients.
One danger sign of a company that doesn’t articulate its brand well is the invocation of some other brand to describe your own hard-won identity. Nobody, for example, is “the Uber” of their field. Only Uber is the Uber of anything. Just ask yourself the following:
- What are your firsts, onlys, best and biggest?
- What problem do you solve and for whom?
- Are you widely imitated by competitors?
- What facts support your claims?
- What are the core values that drive decisions?
- Most importantly, what do your customers say about you?
OWC understands the difficulties companies face. We had to ask ourselves all of those questions for our new website. We sought the advice of a Ph.D. in neuroscience who laid out convincing data: In today’s over-hyped, fast-paced, 24/7 world, no one believes what you say about yourself. They only trust what others say about you. Think of the power Glassdoor, Yelp, e-commerce reviews and social media have on your reputation. Check out our case studies and client testimonials. We took their comments to heart. They told us that OWC is a growth accelerator.
When developing how to talk about your company, test it on others. Ask them if your message is clear, concise and compelling.
