There are three primary purposes for developing a powerful branding proposition.
First, it tells your moose (target market) why they should do business with you. What PROMISE are you making to them that clearly explains your unique value they can’t get anywhere else?
Second, it helps define who your moose are.
Third, it helps someone who is NOT a moose to disqualify themselves as a prospect.
Much too often companies are reluctant to narrow their target market down, which is actually a mistake. In this week’s UNCOPYABLE Branding episode, Steve shares an example of how the state of Nebraska has a adopted an unusual new slogan that addresses people who AREN’T their moose.
This is one of the best lessons I’ve learned from you, Steve. As important as it is to attract the right potential customers, it’s also important to help those who are not your potential customers know that you aren’t a good fit. It saves everyone time and keeps you freed up to help those who you really want to engage.