1. Learn the theory
Review case studies, listen to experts, and do your own research to understand the science behind successful brand messaging for all types of companies. Use what you’ve learned as a starting point to build upon creatively.
2. Pay attention when your associates introduce you
The easiest place to start in understanding what others think about you is to hear them tell it to someone else. Ask your associates to introduce you to their favorite contacts at every chance you get.
3. Join Twitter
Getting accustomed to reading and sharing “the news” in 140 characters or less will help you learn to condense your thoughts for your business descriptions too.
4. Take a 360 degree view
Look at your company objectively as if you were your clients, prospects, partners, competitors, staff, shareholders, industry experts, and anyone else who may encounter your company; take in the whole picture created from combining each of these unique perspectives.
5. Experiment with the five senses
Pretend you have to demonstrate your brand to someone through only one of their senses (sight, smell, taste, touch, or sound) at a time. Create the items you would use for each demonstration.
6. Participate in networking events
At a networking event, you will tell your story over and over and over. This repetitive introduction allows you to tweak your statement and immediately observe the way it is understood.
7. Incorporate different learning styles
As you sit down to create a working version of your brand messaging, remember that everyone learns in different ways. Incorporate the four common learning styles (read/write, aural, visual, and kinesthetic) in your new materials.
8. Test your improvements
After you’ve created a new and improved brand messaging that you are content with, solicit the opinions of others. Take their feedback (regarding their understanding and interest in your new message) into account and repeat the process.