“People don’t buy what you do, they buy why you do it.” Simon Sinek
This is true, but let’s add on a bit. People don’t buy what you do, they buy why you do it – and because of what’s in it for them. They have a problem, and they want to know how you will solve it. Your anchor statement delivers the answer in a clear, compelling way.
Clarifying Your Brand
How many times have you been at conventions, meetings, or parties and someone’s asked, “What do you do?” How many times have you stumbled through an answer because capturing who you are and what you do into a sentence or two seems impossible?
And how many times have you lost the interest of the person who asked because you couldn’t articulate your core identity succinctly and effectively?
An anchor statement provides clarity around your brand. You’ll wow at cocktail parties with your pithy, cohesive answer to the common “What do you do?” inquiry. But more importantly, you’ll clearly convey that critical information to potential customers/clients – while stoking their interest in your solutions.
Anchors Away
An effective anchor statement tells a story to define your brand – and does so quickly and efficiently.
How do you tell that story? There are a few essential things you need to include when developing your own anchor statement. The key components are:
- The Hero. Your brand needs a hero – and it is not you. Though you’re providing a solution, your customer is always the hero and the focus of the statement. For a custom builder, the hero is most likely the homeowner who wants/needs to build a new home. For a remodeler, it may be the homeowner, or it might be an interior designer they are targeting.
- The Problem. Every good story needs a conflict. What problem or pain point is your hero experiencing? When it comes to building a house, the problem might be that they find the traditional design and build processes stressful.
- The Solution. You’re the guide. Show customers how you will help them overcome their problem with a viable solution. Working closely with the homeowner and not overextending their resources might help a homebuilder relieve the hero’s pain.
- The Success. Share the hero’s success story, the emotions or aspirations they feel thanks to your product/service. For a custom home builder, they might define homeowner success when they have a positive experience and are happy in their home.
Bringing it All Together
Once you have defined your hero, their pain or problem, the solution you offer, and how that solution delivers client success you can bring it all together in a cohesive statement that becomes the anchor for all of your marketing efforts. Take a look at Haven Media’s anchor statement as an example:
For most (Design & Construction) businesses marketing sucks; you don’t know what you’re doing and it’s hard to find someone who does. Haven provides proven strategies and a full suite of marketing and sales-enablement tactics so you can win more jobs, get more done, and provide a better customer experience.
Use Your Anchor Statement Effectively
To ensure your anchor statement is working optimally to provide clarity to your brand:
- Remember it is your backbone. Your anchor statement is the basis of all campaigns, whether digital or conventional. It is the common thread that weaves through your messaging.
- Keep it short and to-the-point. Fluff doesn’t fit into your anchor statement. Think of that party guest who is easily distracted by friends, associates, strangers, music, food, and buzz. Your customers are faced with the same flurry of activity, especially as other brands vie for their attention. If you don’t quickly capture their attention, they’ll wander off to someone who does.
- Develop multiple anchor statements, if necessary. If you are both a B2C and a B2B brand, for example, you may need an anchor statement that addresses the needs of your retail customers and a separate statement that appeals to the trade side.
So, what do you do?
With an effective anchor statement, you are always prepared to deliver a compelling answer. Find ideas and strategies you can implement to build your brand and tell your story to the right clients by downloading our eBook, 9 Steps to Effective Marketing in the Design and Construction Industry.
