Tips for building a stronger brand message

This week in St. Louis we had an unusually large amount of snow that put the town on a three-day snow schedule. During unplanned situations like this, do you approach the day with appreciation for the break or do you get frustrated by the inconvenience? I noticed, in this particular situation, how much the positive comments from people stuck with me more than the complaints about X, Y or Z. And then I captured this image of my son looking with amazement at the beauty falling from the sky, despite the chill and the uncomfortable layers underneath his snowsuit, which reminded me that life truly is what you make of it!

When it comes to marketing, this is a relevant discussion. We can find much to criticize in this world which can put so many of us on the defense, but choosing to look at things in a more positive light and leading with a happier message resonates better with people. Even though there may be solidarity in complaining over less-than-ideal situations, which we experience regularly in life, it’s the person that introduces the positive spin or the company that invests itself into making a positive difference which turns our heads and rises above the noise.


As we close in on the final days of 2019, many of us are in the mode of discerning our message for the new year. Whether it’s a personal mantra or a corporate brand campaign, consider the impact you could have if you lead this year’s tone with the amazement of a child. Find the opportunities presented in life amidst the challenges.


As you prepare your messages throughout the coming year, here are a few tips on how to accomplish this:


1. Focus on what you have, not what you don’t have.


2. Share who you are, not who you aren’t.


3. Tell your audience what you stand for, not what you are against.

These are all in the same vein of one another, but each holds equal importance. The first step is to identify your mission and remain rooted in it. If you are able to do this, living out the above tips becomes natural. Everything you say and do will eventually reflect your purpose.


Accomplishing this not only keeps you true to yourself, but the impact of your message will also expand. It’s a win-win!



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