Listing the things you do well and considering them your competitive advantages is not enough these days. So many words like “value,” “innovation” or “trusted” have become passive to the marketplace. Prospects and customers want to know what you stand for, how you can improve their life and remove one of their frustrations. Your brand needs to connect on an emotional level.

To get to that emotion, a company must first uncover its core value, or inner layer. It’s the reason why you are in business. After that, you can develop the outer layer messaging to explain what you do and how you do it, while tying the message back to your core value. Read more