TARGET YOUR AUDIENCE
Be clear about who you are and what you offer and the value you bring.
Sounds obvious, but more than just a product or service, what are you really selling? What problem are you solving and why would your product or service resonate with your customers enough for them to refer their friends to you? What unique benefits do you offer? This is what you must lock down in your brand promise.
Think about it. Take a look at some of the businesses and brands that YOU resonate with. What is it about THEIR brand that keeps you coming back for more? Certainly you have other options to choose from, so what is it that keeps you coming back for more --what is their unique benefit? What they are really selling is a combination of product, value, ambience, and brand experience.
Be clear with your version of those four main points and don't waiver from it. This will help you create YOUR brand and lots of very loyal customers that trust you enough to sing your praises to others.