Word: That Sets Your Brand Apart and Boosts Conversions

A word.

It is not the same word for all brands. If there was one word that all businesses could use to make money, wouldn’t we all use it? But every brand has a word in which you trust that your brand and ads will stand out and be more successful.

For Coca-Cola, the word ‘Delicious’, for Dollar Shave Club is ‘affordable’, for Suidwes ‘friendly’. You’ve got it.

But how can a word promote your brand and conversions?

Think of the brands with the best marketing and the strongest brand identity: Nike, Coca-Cola, Glossier, Dollar Shave Club, Southwest Airlines.

There’s one thing all these brands have on their side, one thing all brands rely on to win and keep customers.

Increase conversion by increasing brand strength and loyalty

Building an audience, converting and retaining audiences can be one of the biggest obstacles to a new business or even an already established business.

This is where a strong brand identity comes in handy. If your audience has a reliable idea of   who you are and what to expect from them, they will usually know if they want to buy from you (and buy more).

And one of the easiest ways to strengthen your brand is to give your audience a point of reference: how do you compare with other brands that they can learn more about?

This does not mean that you need every ad or message to negotiate with another company and why this is better. Away from it.

But if you have a word, your special word, that personifies your brand and represents your difference from the competition, you are much closer to your conversion.

The importance of ‘different’ in brands

It may seem counterintuitive, but the biggest advantage when it comes to brands is the difference. You don’t have to be better, even if it doesn’t hurt, but it has to be different. After all, your audience can only determine the quality if they have already made a purchase.

But if you are different from your competitors, you are already on a strong point. So the trick is to define your difference as an advantage and use it in marketing and branding.

This is where the word comes in. ‘

The only word

We emphasize a word for a very specific reason. While all slogans and taglines have their place in brands, it is a very versatile marketing tool that limits you to one more word.

You can enter a single word in almost any marketing tool: ads, social media posts, blog posts, website content, etc.

But that cannot be a word. There are specific ‘rules to follow if you want to get the best out of it.

1. Must be an adjective

While nouns and verbs are very good at forming sentences (you can even say they are necessary), adjectives are best friends. Because adjectives describe how one thing differs from another.

Maybe you sell yoga pants. Many companies. But if you sell ‘versatile’ yoga pants, you are different from your competitors, who only sell ‘elastic’ pants.

2. Must be different from your competitors

Descriptive is great, but if you’re limited to simple adjectives, you can leave this blog post without promoting your conversions or brands.

You must choose a word that represents your difference, not just color, material style, or quality. Remember that the opposite is always better than better.

Anyone with a Facebook ad would say their yoga pants (or any other product) are the best, but can studio leggings be suitable for the afternoon and daycare?

Trust the unique features of your brand. Do you remember Suidwes with its ‘friendly’ brand? Can you name another airline that you can call “portable”, not to say “friendly”?

3. It must contain the core of your brand identity

You want the word to resemble you. You need to cover the most important part of your brand and your products so that it is enough if the only word is all your audience knows about you.

We didn’t say it would be easy to find that word. But it is important.

As unimaginable as it may seem, if you can limit your brand to just one word, you’ll understand MUCH better how to advertise and market. And especially if your word shapes you the way your audience prefers … But here we are.

Now that we know what the only word should be, you can find yours here.

Search for a single word

Finding a word may seem like the hardest thing you’ve ever done for your business, but it doesn’t have to be. You only need three easy steps and you can earn more.

1. Do your research

I don’t intend to invest in a thesaurus, although it might be useful later on. I mean, do your market research. You may not know how to differentiate yourself from your competitors if you have no idea what your competitors are selling or how they are selling.

Whether you’re just looking at other links ranked on Google for similar keywords or your competing ads on Facebook, make sure you have a good idea of   who and what you’re competing with.

2. Know your client

If it’s like filling out a customer avatar spreadsheet every week, it’s because we do it and that’s the foundation of good marketing. (This is one of our main marketing structures for some reason).

If you know whom you are selling to and what they like, you know what they are looking for in a brand and product/service. This means you know if it matches your word.

The word will reach almost all of your marketing collateral, so it should be something that your ideal client likes.

3. Determine the benefit

The best word in the world does nothing if it is not seen as a good thing. But again this should be a ‘better’ benefit, it should be how much you differ. Dollar Shave Club was not ‘clearer’, but ‘affordable’ – a big difference from its closest competitor and a big advantage.

So make sure your word is good and it has another advantage over the competition.

After you choose your single word, use it everywhere. Your client should see this word and think of you first. And with that kind of brand recognition and loyalty, your customers will run and your conversions will skyrocket.

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