Do you ever get the feeling that your marketing lacks clear direction? Maybe you know where you want to go but don’t know the best way to get there. Think of your brand vision as a GPS coordinate; by itself, it doesn’t provide enough information to be truly useful.

I might know exactly where I want to go in a different city, but if I don’t have turn-by-turn directions, I’m lost. Every time. Similarly, if your brand messaging doesn’t map a straight line to your vision, you might be driving in circles (Look kids! There’s Big Ben, there’s Parliament!).

You might know exactly where you want to go, but if the directions are unclear, you’ll never reach your prospects and customers in a meaningful way. 

If your campaigns are not producing results, it might not mean you don’t have a clear vision for your brand; maybe it’s simply not being articulated in a way that resonates with your target market. What can you do?

We begin to tell brand stories by using the tools in a not-so-secret weapon: the Entrepreneurial Operating System® (EOS®). While some may think of it only as an amazing resource for helping to guide and manage organizational operations and processes, as a company Running on EOS®, we have found that it is also an invaluable tool for defining your brand vision in a way that inspires powerful and engaging brand messaging. Let me share a few brief learnings from our experiences. 

Great communication happens when vision and messaging intersect. 

Meaningful messaging begins to take shape when it is directly inspired by your brand vision (if you’re running on EOS®, it’s right there in your V/TO). This tool helps you clarify your core values, your niche, your “Three Uniques,” and, most importantly, what you stand for. Your collective vision is more than just an appealing mantra; it is a North Star that helps to keep everyone and everything aligned, including your messaging.

It's not what you want to say; it's what they want to hear.

One of the most common mistakes in marketing is focusing too much on what you want to communicate rather than what your audience needs to hear. When you align your company’s vision (V/TO) and messaging with your customers' pain points, desires, and motivations, it resonates on a deeper level. This also helps you see through your audience's eyes, ensuring that your messaging addresses their needs and speaks directly to them, increasing engagement and action.

Amplify your core purpose in a meaningful way.

Your core purpose is what drives your company and sets you apart. But to truly connect with your audience, that purpose must be communicated in a way that not only informs but taps into their emotions (people make decisions based on emotion). Starting with a clear vision, you can distill your core message into something compelling and authentic, making it easier to amplify across multiple platforms. The result? A message that sticks, engages, and motivates your audience to take the next step.

You haven’t told your story until someone else can tell it.™

Your brand story isn’t fully realized until your employees and customers can share it in their own words. By leveraging your brand vision as a communications cornerstone, you can create messaging that is so clear, concise, and compelling that your audience becomes ambassadors, telling your story for you. When your messaging has that level of clarity and power, it resonates and will spread organically, multiplying your impact.

Fight fire with fire water.™

In a cluttered marketplace, sometimes the most effective approach is to provide calm, consistent clarity. You can't out-safety Volvo. Don't try. Be different. Be you (nobody else can, right?). They say the riches are in the niches. Find your niche and own it. Hone that message and claim it as your own - consistently, concisely, and compellingly. 

Follow your vision to create messaging that delivers. 

The next time you feel like your marketing is a little off track, remember to simply follow your vision. It’s more than just a lofty idea; it’s your starting point for creating messaging that truly resonates. And trust me, your audience will see it clearly – and thank you in a profitable way.

Questions or thoughts?

Reach out. I’m always here and ready to talk about marketing and our positive experiences with EOS.