34. Why keywords are important for your brand message
Nail your Brand Keywords
People use emotions to guide their purchase…
They might have a long list of pros and cons, I do that too…
But in the end, the final decision we take with emotion. We just feel it’s right.
“I have a good feeling about this!”
“I feel this will fix XYZ!”
“I know it’s more expensive, but this is exactly what I need!”
“This is going to save me so much time!”
There are many emotions involved (I will go into that in another post), but really it boils down to two main emotions… we want to AVOID PAIN or we want to GAIN PLEASURE.
The thing is that sometimes we might even decide ahead of time what we want to buy (emotion) and we use a list of pros and cons (Logic) to justify it.
Sometimes the problem we are resolving is a problem that is not so obvious.
We buy a kitchen robot, not because we want our family to eat better (yes, that reason sounds good on paper), but because we hate cooking (avoid pain) and we want to save time (gain pleasure).
Now, when you are crafting your brand message and those words that will connect with your audience, you need to understand this, because you need to understand which problem are you solving, is it a pain or a pleasure?
Let’s go back to our example. Let’s say you sell kitchen robots and your brand message is about the delicious meals that can be prepared and how you can prepare thousands of recipes and use them so often.
But really your ideal client is looking for time. And they don’t want to learn a thousand recipes with tons of ingredients. They want 10 meals with the ingredients their family usually eat, well because they are picky eaters, those kids! and your ideal client doesn't want to spend HOOOUUUUUURRRRRSSS figuring out this thing.
They want it to be EASY to use and figure out and QUICK to prepare. End of story.
See how your brand message changes?
Now it’s time to figure out your Brand Keywords. Here are some of the questions you can ask yourself:
1. What emotions do you want your account to communicate? How do you want people to feel when they come in contact with your brand?
Freedom of time (pleasure)
Freedom of guilt because you fed your family yet another frozen pizza? (pain)
2. What words describe the solution to the pain or pleasure?
Time Efficiency
Simplicity of use
Warm meals more often
Nutritional meals
3. What kind of people are you attracting?
Busy & Stressed moms
Moms that care about the nutrition of their family
Dads who would love to cook but want something quick and easy
4. What other values are in your brand that you want to communicate?
Environmental? (let’s say this machine uses less energy than the normal oven?)
Outstanding customer service
This is obviously, just an example, I don’t sell kitchen robots and I am not even sure if any of this is true…
Just something I thought of, well because, in my hallway, there is a kitchen robot sitting there, which my husband bought and has been wanting to buy for the longest time.
Me? Yes, I don’t particularly enjoy cooking, but I love eating. And yes, I am the guilty mom that lets her kids eat one pizza too much.
And the one who would love to have a personal cook preparing the most delicious fresh organic meals full time, but who after years finally caved in and accepted to have her husband buy that monstrosity of an artifact that will sit in the middle of my already super crowded kitchen counter.
But I digress…
What I am trying to say is that being able to connect with that emotion is important and the keywords will help you align your brand message.
Hope you found this interesting.
In my Personal Branding Mini-Course, I go over this and so much more, if you would like to find out more, click here:
Hi! I’m Blanca!
I’m a Brand Photographer and Personal Branding Coach, helping female entrepreneurs to create a Personal Brand online that STANDS OUT.
I bring your vision to life, help you come up with one and take you by the hand into the online World if you need me to.