Protip: A Simple Test of Relevance

by Dec 13, 2018Branding, Tools & Resources

Protip: A Simple Test of Relevance

by | Dec 13, 2018

You are most relevant when you’re in your audience’s story. So how do you know which kind of story you’re telling? In other words, is it about me, my customer, or about something we all believe is bigger?

The simple test is in how it fits into a sentence.

Attribute:

  • “Our product has x.”
  • Example: “Our university gives you a great education.”

Benefit:

  • “Our x will help you y.”
  • Example: “The education you’ll get will make you wiser.”

Value:

  • “Our x helps you y, which makes you become z.”
  • Example: “The wisdom you’ll own will help you serve those around you, making you a better man or woman.”

To sum it up, an attribute is about you, a benefit is what they’ll get from that relationship with you, and the values are how it works together to make them more of who they want to be. For more on this, check out the full article.

Brand Foundations Course

How to Unlock Your Remarkable Brand

Discover Your Brand Values, Brand Personality and Brand Story to get you and your team thinking about what your authentic brand is and how to manifest it.

Resound Newsletter

Get more industry-leading branding and marketing insights like this delivered to you monthly.

Latest Posts

Brand Identity: What’s Your Frequency?

If you’re breaking ground with some new start-up in Austin, Texas, or in Silicon Valley, you’re in a place that eats, breathes, and sleeps disruption. If you’re a regional supplier for farming equipment, your world’s probably a bit more seasonal. But while we give a...

Keep Marketing Simple: Think Before You Market

"Smart" people make things complicated. Effective people start with a simple plan they can understand. And then they build on it. This is especially true in marketing, where you can't know how your audience is going to interact with your message on a particular media...

Nobody Trusts Copycats – Superficial B2B Branding

Why would you trust a copycat? Unless you’re looking for something cheap, shoddy, and just waiting to crumble, you probably wouldn’t buy something from one. The discount brands you find at dollar stores are intentionally trying to look like copies of better-known...

Chasing Trends and Superficial Branding

“The world needs you as you are.” Sure, you’ve heard it before. You’ve probably rolled your eyes. It’s hard not to hate that message when everyone from YouTube personalities to TikTok influencers collect millions of likes, shares, and subscribes by standing in front...

3 Definitions That Expose Hypocrisy

Distrust poisons everything. When people are scared to question, because they can’t trust the response, problems hide under layers of bureaucracy. But definitions expose hypocrisy and destroy toxicity in culture. Let’s talk about how to create a commitment to reason...

Brand Webinars

Learn how to develop your brand’s foundation to get a competitive edge.

Unlock Your Remarkable Brand

Want to build unlock your remarkable brand and lasting relationships, but aren’t sure where to start? Set up a call and talk about it with Mike.

We're writing a book!

Subscribe for regular updates and access to behind-the-scenes podcast episodes as we get closer to the release! 

You have Successfully Subscribed!