It’s important not to get caught up in specifics and details when it comes to your messaging.
Features and benefits might be what sets your products or services apart from the rest, but drilling that message home time and again, doesn’t have the impact you might think.
Speaking of drills…
When you go to the hardware store to buy a drill, you’re not buying the drill your buying the hole in the wall.
Likewise, your brand is not selling the thing, it’s selling the outcome that the thing provides.
If your brand sells soft drinks, it’s selling refreshment.
If your brand sells accounting services, it’s selling peace of mind.
When you understand in great detail the outcome you audience desires and the emotional connection they have to both achieving and not achieving that outcome, you can develop a brand message that resonates.