How to create a strong brand message that’s irresistible (7 clues)

1. This is Business Unusual. We’re living in a 20C Global Village If you have a presence online, don’t forget for a second that the world isn’t checking you out 24/7. Whether you know it or not. Creating an irresistible brand message means you’re going to have to show up and speak directly to the big wide world out there — in your voice, in your language so people can hear you. They need to sense that you ‘are who you say you are.’ So what’s the tone and language around your brand?

2. Storytelling is the Currency of our Time  It’s time to re-imagine and reframe your brand story and message for your audience in a new, provocative way. Connect the dots and defining moments in your life, your business, and what led you to the very spot you are standing in, right now. Because your defining moments and stories around them are what’s going to connect emotionally with other people. That’s irresistible. Story resonates deeply with people. Don’t keep them at arm’s length. They’re longing to connect.

3. Curiosity and Willingness There’s nothing quite like the desire to be transported to new places – and see the future. It’s something we all crave. So if your business can deliver people to another sense of place or discovery —  make sure that’s embedded in your messaging. That’s irresistible, for sure. Allow your clients to sense and pick up on this desire.  Are you paying attention? Being curious and having a sense of wonder in your messaging is magic. PS Complacency is a killer.

 4. Peripheral Vision The ability to see outside the lines of sight is critical in your business. It helps to shift your perspective, see the other person’s point of view. It often brings compassion, a heightened sensitivity and the ability to put yourself in someone else’s shoes. Bring your own kind of empathy and understanding to your brand messaging. It goes a long way in building trust and meaningful relationships in your business. Are you understanding what other people’s issues are and how you can make a difference? Can’t do business without trust. If you’re trustworthy, people will feel it and head in your direction. That’s irresistible.

5. Desire to Big, Bold and Provocative In this over-saturated marketplace, one of the best ways to soar above your competition is by creating your own signature brand message that will make you stand out. OK Focus on what makes you truly different. Then translate that over into your business. So how brave and fearless are you when it comes to showing up bigger and bolder? This is not the time to be small. PS If you can brand with heart, and with intention, you’re going to be miles ahead of your competition.

6.  Take on the Role of Brand Guardian You are the Guardian of your brand. It’s a role to be taken seriously. You’d be amazed at the number of business owners who are not paying attention to their brand. Brands like to be nurtured need your attention. (A bit like puppies. Seriously.) Your brand is never done, so to speak. It needs to change, grow and evolve just like everything else in your business. So what kind of Brand Guardian are you? Because if you nurture your brand, your customers will tell, and feel the difference. Guaranteed.

7. Master of Serious Play Believe it or not, brands have a tendency to want to play, live out loud and have a bit of fun along the way! That’s irresistible. It’s the one characteristic that is hugely attractive to clients, and it will certainly keep them paying attention… Of course, it’s about keeping a fine balance between being professional and playful so make sure you can walk that tightrope with grace. So if you’re not having fun with your brand, go out and start addressing this issue immediately. It will pay off, I promise.

OK Your turn! I’d love to hear your best-kept secrets about how you’re creating the most irresistible brand messaging out there!

Zinging along,


@2015 Mary van de Wiel | CEO Creative Captain Zing Your Brand & Co.


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