What to change in your messaging so you don’t sound like every other Brand Designer.
At this point, I think brand designers should change their job title to Brand Elevators because I see so many of them saying the same thing…“I help so and so elevate their brand”. And while that may have worked in 2020 (ex designer here speaking from experience) this type of messaging is probably the reason why people are comparing you to other designers even after you’ve spent 30+ mins with them on a discovery call showing them your work.
The Brand Designers that consistently attract best-fit clients don’t describe what they do, they create messaging that paints a clear picture of what changes when you work with them. For example, instead of saying “I design strategic brands for service providers” you could say "I help booked-out service providers whose brand no longer reflects their current level of expertise reposition themselves so they can attract higher-paying, lower-friction clients.
Right now, your messaging likely includes one of these vague phrases like elevate, transform, bring your vision to life, or create cohesive brands. And while none of these are wrong so to speak, they are incomplete. They don’t give your ideal client anything to latch onto or self-identify with. They should be able to see themselves in your message, and in order to do that you need to connect three things clearly:
- Who you work with (the specific stage they’re in or identity)
- What problem they’re actively experiencing
-What tangible shift happens after working with you
That’s the combination that makes someone think, “Wait…this is exactly what I’ve been dealing with.” And that’s how you differentiate yourself from other designers and attract the right type of clients. Another example of this could look like changing “I create intentional brand identities” to “I help early-stage founders (who you work with) who feel overlooked build brands that instantly communicate credibility (their current problem) so they stop getting ignored and start getting new clients (the tangible shift happens after working with you.”
See the difference?
We’re not just describing the service, we are highlighting the space your ideal client is already in and finishing the sentence they can’t quite articulate. This is just a glimpse into the work I do with my clients to help them become the obvious choice before the discovery call. If you are an experienced service provider (3-5 years in business with previous clients) who desires more precise messaging so they can stop getting “just shopping around” calls and start attracting people who already believe you’re the right fit, I’d like to invite you to work with me 1:1 inside my offer & positioning intensive.
We will work together to:
1) Create a clear statement that makes ideal clients instantly understand your value and say yes faster. You'll leave with messaging that you can use immediately across your website, content and sales conversations.
2) Revise or create your main offer and clearly outline who it is for, what it solves, how much it is, what outcomes it produces and why it's different, so the right clients quickly see themselves in it and take action.
3) Create a signature framework that supports your pricing so you can confidently communicate your value without second-guessing or undercharging.
In order to be a good fit for this offer you must have some experience with the work you want to do and the type of client you want to attract. You must also be values driven, meaning your faith, purpose and impact matters to you.
If that’s you, click here to apply for my offer & positioning intensive.
