Getting your messaging right is perhaps the most challenging step in the personal or company branding process. It is the opportunity to convey to your target market, with brevity, essentially what makes you different and better than your competition. Yet, most luxury real estate marketing professionals pay little or no attention to their messaging.
To get an idea of how brilliantly distilled messaging can help you to quickly win over your target market check out UNIQLO LifeWear, a Japanese apparel company. Their HEATTECH turtlenecks, for example, are relatively inexpensive and come with an extraordinary promise of value stated with an economy of words.
ABBREVIATED MESSAGE:
“Less layers, more freedom”
“One thin Heattech layer gives you warmth without weight”
“HEATTECK: Less is Warm”
Catchy phrases alone cannot help you if they are not congruent with your core values. For branding to be truly successful everything must be aligned. UNIQLO’s Japanese values of “simplicity, quality, longevity” and also “continuous improvement” are their guiding principles in everything they design and manufacture. Here are some examples of their expanded message.
EXPANDED MESSAGE
“We are constantly innovating, bringing more warmth, more lightness, better design and better comfort to your life. It never stops evolving because your life never stops changing. Simple apparel with a not-so-simple purpose: to make your life better. UNIQLO LifeWear. Simple made better.”
If you get your messaging right and communicate it consistently to the right target market you are almost guaranteed a spike in business. If you are truly bent on reaching more ideal clients we can help you to identify and articulate your unique promise of value, then distill it to its essence.