When you decide it is time to graduate your brand to a professionally designed logo and website, a brand script is probably not on your radar. But it should be. The most successful small businesses know their brand messaging is just as important as their brand graphics. Unfortunately, most small business owners don’t pause to clarify their messaging before investing in a new website, marketing materials, or paid ads. They end up with a great-looking brand that goes nowhere.
If you can relate, before you invest more money into your brand graphics, it may be time to take a step back and clarify your messaging.
Great graphics may draw people in, but it is your messaging that turns them into paying clients.
Secret Power #1: A Brand Script Saves Time
When someone asks what you do, is your response all over the place? Do your service offerings and descriptions evolve as you go? What about your website and marketing materials—do they describe your services differently? How about your business bio—does each online profile have a different version?
If you answered “yes” to any of these questions, you’re probably wasting a lot of time and energy re-thinking your business messaging as you go. Instead, what if you had one official brand script that included your business bio, service offerings and sales pitch? Then when it is time to update the website, design a handout, or update your LinkedIn profile, the content is already written. Sounds amazing, right? A brand script is a real time-saver for busy business owners. Once you have it locked down, you only need to revisit it about once a year to keep it fresh.
Secret Power #2: A Brand Script Boosts SEO
The words you use to describe your services are critical for your search engine optimization (SEO). You want to make it as easy as possible for Google to pair your website with people who are searching for your services. That is where your keywords come in. Using the right keywords when describing your services makes it easier for Google to help people find you. That is why you’ll want to include keyword-rich service descriptions in your brand script.
Google also rewards consistency. It is important to be consistent when describing your services on your website, social media, and business listings. When you pull all of your messaging from one central brand script, consistency is automatic.
To summarize, a keyword-rich brand script helps you consistently communicate your message in a way that will resonate with your target clients and with Google—it’s a win-win.
Secret Power #3: A Brand Script Converts Clients
Does your brand attract a lot of attention from potential clients who seem slow to commit? If so, you probably have a messaging problem. If you’re like most small business owners, you have muddy messaging that has evolved over the years. You’ve incrementally reworked your messaging so many times it hardly even makes sense to you anymore.
Another common pitfall is getting too creative with your messaging. Maybe you’ve gone overboard with mixing your favorite metaphors. Or maybe your messaging is so splashy that you drown out your actual service offerings. If people your ideal clients seem confused, it may be time for a fresh set of eyes on all of your messaging to clarify your service offerings and cut the clutter.
An effective brand script will clearly explain who you are, what you do, and how people can work with you. It will make your ideal clients feel like you are talking directly to them. Most importantly, it will lift the fog around your services so potential clients are more likely to turn into paying clients.
Are you ready to unleash the power of a brand script for your business? If you’re looking to save time, boost your SEO and gain new clients, a brand script can help you get there. It is one of the first things we do when helping our clients build sustainable, effective brands. Book a time to talk with Sarah, our Co-Founder & Brand Strategist, to start the conversation about getting a brand script for your business.