Building a brand is hard work! It’s a process—often a lengthy one—that requires a lot of research and willingness to really dig deep and determine why you’re in the business you’re in.

Let’s say you’ve done the work to figure out your core values, vision, ideal client, etc. The next step is to figure out what differentiates you from your competitors. This is the really hard part and it’s one a lot of companies miss the mark on. Things like “great customer service” and “attention to detail” aren’t usually differentiators.

I challenge you to take a look at 3 or 4 of your competitors’ websites. Now compare them to yours. Do they say the same things? If so, you’re not differentiating yourself, are you?

Once you determine what your actual differentiators are, you can create your brand message. Think of your brand message as telling your ideal clients how you use those differentiators to create solutions for their needs. The message should be used in everything you use to market your business.