Who says words don’t matter? Surely, it wasn’t someone who understands the value of a brand. Market leaders with strong brand awareness and perception know that words truly do matter. In fact, the words you use to describe who you are, what you do and the value you deliver — determine almost half of how your brand is perceived by prospects and customers.
Recent research from the Content Marketing Institute discovered that 45% of a brand’s image is attributed to what you say and how you say it. Every conversation — every communication vehicle — every part of your story matters more than ever before. That’s why you must go through a disciplined process to craft a clear, compelling brand story that truly resonates with buyers — and then deliver that message consistently throughout the customer experience. Yes, consistency matters, too. Another study found companies that present a consistent brand story across all platforms earn 23% more in annual revenue than brands that are inconsistent. So, make developing and delivering a clear, compelling and consistent brand story a priority in 2020 — because those words have the power to increase brand value and business growth.
