As today’s tech markets become increasingly oversaturated, it’s difficult to stand out and easy to resort to established buzzwords. Formulating the right message — and communicating it in a way that is unique and compelling — is crucial to ensuring your target market knows who you are, what you do and what your brand stands for.
Here are some strategies to ensure your brand’s voice is heard in a crowded space.
Talk about the specific pain points your solution addresses.
Companies competing in the same market tend to be locked into similar jargon. In an effort to create differentiation, some brands rely too heavily on technical specifications and data points. Instead, try speaking simply to the problem that your brand solves. What do your target customers need in their toolkit or solution? How can you articulate this, without relying on buzzwords like “innovative,” “comprehensive” or “transformative?”
Whenever possible, provide anecdotes or use cases that demonstrate how your product or solution can be applied in the real world. Customer success stories will always carry more value than any piece of sales collateral — it’s tangible proof that your product or solution can get the job done.
Discuss what you prioritize.
What are your motivations? If your answer is simply to provide a product or solution, you need to revisit your brand story. Try speaking to your values and how they have influenced your products and solutions. Nowadays, customers latch on to socially conscious approaches that understand not just their pain points, but larger issues in their vertical. State your goals and envision the long-term impact of your presence in the market. Doing so will provide a clear roadmap of where you want to go and how you can position your brand.
Offer your level of expertise and background.
People love a good story. Examples of success inspire not just minds, but also purchases. Build credibility with your own background. Discuss what influenced the rise of your product — especially if this resonates with common experiences or pain points in your company’s target vertical. Describing your experience will bolster your credibility as a thought leader and provide context for your brand’s offerings.
Less is more.
Make sure your language is accessible. Your messaging should successfully inform the function and purpose of your market without falling prey to unnecessary flash or too much technical jargon. Say what you need to say and nothing more.
…and that’s it!
Painting a unique picture of your brand requires a solid sense of identity, a clear understanding of your audience, and insight into current and future market trends. If you are able to concisely outline these aspects of your company, personal experience and product, you’ll be able to stand tall among your competitors as they chant the same, anemic buzzwords.