In 2000, Microsoft Corp. conducted a study measuring how long people can focus on one thing for a specific amount of time. The results showed the average person’s attention span was 12 seconds. About 15 years later, it dropped to 8 seconds.
In our current, mid-pandemic world with people moving into the digital space faster than ever before, attention is quickly becoming our scarcest resource. Because of our increasingly digitalized lifestyle and endless stream of information and notifications, our brains are literally losing the capacity to maintain concentration and focus.
How do you capture attention and stand out in an increasingly crowded and noisy space?
The short answer – and first step – is CLARITY.
While there are effective ways to get the engagement you are looking for, like creating shorter, more easily digestible content and telling more authentic stories, the first place to start is with brand clarity.
Until you take the time to assess and understand who you are, what you stand for, how you help your clients and why you do the work you do, it will be challenging to build a powerful platform, attract more clients and communicate with your audience in a compelling way.
Until you figure out how to tell your brand story and communicate how you are the solution to whatever it is your target client is struggling with, you’re simply adding to the noise in her world.
People really only stick around when there’s an emotional connection. With all of the clutter and competition online, you have to give people a good reason to give you their time and attention. And the best way to do this is to authentically connect and make them feel something.
In his best-selling book and TED talk of the same name, Start With Why, author Simon Sinek shares that people don’t care what you do, they want to know why you do it. Why is what you do important to you and why should we care? Because at the end of the day, the people you work with (95% of the time) will share your why – it will be a common thread that draws you together.
In other words, your brand will be more successful and more resonant with your target audience when it effectively communicates what you believe and why you do what you do. Most likely, your audience will share these same values and beliefs.
Brands that understand who they are, communicate clearly and authentically and add value to their target audience through creative content, communication, digital experiences and overall generosity are positioning themselves for long-term success.
As my New Year’s gift to you, I created the Ultimate Brand Clarity worksheet. Just fill in your deets below and you can download it right now.
Take 30 minutes this week to sit down and answer all of the questions – set a timer and do it without stopping. Don’t overanalyze or edit as you go, just write down the first thing that comes to mind.
Then put it away for 24 hours and revisit. Is there anything you would add? Perhaps something that doesn’t make sense at second glance? Take some time now to tweak and finesse until you feel excited about what you’ve written.
When you feel those butterflies in your stomach or goosebumps on your body when you read your final version, you’ll know that you’re ready to move forward with creating (and living) your powerful brand.
I’m so excited for you. Let me know how you do with the worksheet. Here’s to a happier, healthier and outrageously abundant 2021!
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