Here at Swift Whale we spend a lot of time talking, breathing, thinking, dreaming about brands, and how to turn them into a memorable experience; turning the average customer into the loyal for life customer. If we’re spending all this time thinking about your brand, I sure hope you’re doing it too.
Trying to pitch your brand, its creativity and its innovative ideas isn’t always easy. The elevator pitch is a great way to condense what’s best about your brand; you don’t need to sell, you just need to offer something compelling that starts a conversation.
Break Everything Down
The brand identity market is full of jargon that often confuses prospective clients. More often than not people resort to this type of language to appear cool or clever, but the end result is a unique selling point that is not unique and probably won’t sell much either. When preparing your elevator speech, keep it clear and concise. The creatives over at Optinmonster suggest that all entrepreneurs need a ‘value proposition statement’, or, in plain English, if you’re in business you need to:
- Talk to your customers, not other businesses
- Keep your language straight forward
- If you operate in a niche market, emphasize this fact
- Tell your customers what you can deliver
- Stress why your company is special, show your passion!
- Analyze your brand mission – what are you trying to achieve?
Start with the basics
To start off your speech, it might be a good idea to remember why you wanted to start up a business in the first place. Quite often the answer to this question revolves around the fact that you saw a gap in the market, or perhaps that other companies are providing a service but you think you can do it better. An article on the Bplans website advises that you have to define ‘what separates your business from your competitors.’
Therefore, if you give better customer service than your competitors, shout about it. The Bplans website goes on to say that you should assess the needs of your customer base, and also take a look at what your competitors are doing. Industrial sabotage or spying techniques aren’t a requirement, but if you do take the time to analyze the competition, then you can break down its merits as well as its mistakes.
For a start, if you don’t care enough about your company to be able to understand it and state its core values, then you might as well shut up shop. Lots of brands claim to be passionate; it’s up to you inject passion into every aspect of your brand. Consumers will repay your commitment with their loyalty. They’ll also tell other people that they support you. Brand development takes time, but once you are clear about what you want to talk about, then you can tell other people about your brand’s benefits.
You’ve probably been stuck in the elevator for considerably more than 30 seconds, but if you’ve been able to clarify your brand’s core principals and thought of a way of transmitting this message to others, than you’ll be in a great position to tell the world about your products and services.