How To Craft A Brand Script That Tells Your Company Story

Does everyone on your team know what you do?

I’ll bet you’d be surprised by some of the answers employees or coworkers give to the question,

“What does your company do?”

Do you ramble incoherently when you’re asked?

You’re not alone. This is the most common problem I come across when I start working with a company.

I’m going to share the brand script framework I use for clients (and myself) in this post. Follow this structure and you’ll clarify every piece of communication that comes out of your company. This precise script has helped teams of all sizes convey a consistent brand position.

But first a little story…

I recently went to a neighbor’s house for a party where I only knew a couple of people. The scene transpired as you’d expect. We stood around, ate food, had a few drinks, and rattled through the standard conversation.

I stepped onto the porch to grab another beer and ended up chatting with a nice (and talkative guy). I could tell he was amped up to tell me about his work, so I let him lead the way.

He was passionate about their company and spent five or six minutes explaining what they do. Five minutes is a long time for a dinner party pitch. I’m fairly certain he would have referenced a slide deck if he had one on his phone. I started regretting my third high gravity IPA as I struggled to follow their founding story, key technologies, office location, funding to date, and a list of every single product they offer.

When he finished, he finally asked me what I do. I simply answered,

“I help people like you that are passionate about their business simplify everything you just told me into a sentence.”

The only difference between me and my talkative new friend is that I have a script to follow. My script keeps me from rambling on about every aspect of my business that nobody else cares to hear.

Scripts Tell A Story

Here’s how you avoid becoming that guy. Follow these prompts and you’ll have a nice foundation for your website, marketing, presentations, and company culture. This script naturally progresses you through the creation of a story. You identify your main character (customer), the conflict (customer pain or desire), and the resolution (how you solve their problem). Add in some author credibility (differentiator) and you provide a compelling reason for people to read your story.

Go ahead and complete the following script.

Our Customer Is…

They Desire…

We Help Them By…

The One Thing That Makes Us Different Is…

Keep your answers short. Every company should be able to answer these questions without a paragraph for each point. If you can’t repeat your script by heart, keep simplifying until you can rattle these points off without reading.

Here’s what the Special Sauce company script looks like.

Our Customer Is…
Companies with quality products or services that deliver on their promise.

They Desire…
Clarity on who their customer is, how to reach them, and how to make them buy.

We Help Them By…
Saying the right thing, to the right customers, in the right places to drive sustainable growth.

The One Thing That Makes Us Different Is…
We provide clarity for your business, not just pretty designs or fragmented tactics.

Now we just need to simplify this down to a single sentence everyone on our team can remember.

Whip Out The One-Liner

The final step is simplifying this script down to what I call a Bio One-Liner. Working with companies to create their bio one-liner is a fun part of my job. It’s great to see people’s faces light up when it all comes together and they know they’ve nailed their brand message.

All you have to do is fill in the blanks.

We help ________ do ________ .

Go back to my party response and you’ll see that I provided a variation of my Bio One-Liner based on the situation. Here’s what my standard one-liner looks like:

“We help companies with quality products grow by saying the right thing to the right customers.”

This little one-liner is a powerful piece of communication. You can use this in your social media profiles, at parties, in a sales pitch, and on your website.

The beauty of making it one simple sentence is that you’ve distilled your full brand script into a statement your team can remember (even if they have a sweet buzz at a party).

Everyone from your receptionist to CEO will be consistently repeating the same message with the same language.

Consistency builds recognition. Recognition builds a brand.

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How To Use Social Proof

“People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising.”

— Mark Zuckerberg, CEO

People have always made decisions on what to wear, eat, listen to, visit, and buy based on referrals from friends. Why else would mullets exist? One friend convinced a few others it was a good idea. Thanks, Tom!

Nothing has changed today.

A friend just called and asked me where he should go while visiting Chattanooga (I lived in Chattanooga for a while during our nomadic days). I spouted off a few places and I’m willing to bet they make it to those spots while visiting.

I casually mentioned a fantastic ice cream spot here in Boulder (Glacier…not fancy but so good) to another friend this week. I’ll bet he takes his family the next time they get ice cream.

I had a client reach out this week and tell me they need help with website development and maintenance. I passed along a recommendation and now the site developer I recommended has a new client.

These are three simple examples of social proof in one week. I made the decision of where to go easy for each person.

The businesses I recommended didn’t have to do anything beyond delivering a fantastic product or experience to get new customers. No fancy funnels or expensive ads.

You should also note that these businesses are in vastly different industries. Referrals are industry-agnostic. From craft beer to CRM software, people want to know they’re making the right choice.

What about when you don’t have a friend to ask?

Great question. Referrals are now compounded with the presence of Google ratings and reviews. When we don’t have a trusted friend to tell us who to pick, we go to the Google machine.

In an unfamiliar city and looking for a restaurant? We go to Google and filter out all of the restaurants with anything below 4-stars. Then we read the reviews of the remaining restaurants to find the perfect fit.

We’re simply seeking social proof to reinforce our decision. This is referrals at scale. Like friend referrals, ratings and reviews have become industry-agnostic.

I don’t care what you sell. You need referrals. I encourage you to spend a few minutes today to determine how you can become easier to refer.

Can you improve your product to make it more memorable?

Are there simple changes you can make in the way your product is delivered?

Are you dropping the ball somewhere in the service experience?

Do you leave clients with a bad taste in their mouth?

How do you look online? Is there an opportunity to improve how you appear to someone searching Google?

Focus on becoming referable. Build systems to make it easy. The time you spend won’t be wasted.

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How To Make Your Website Sell More

Pain drives us to do crazy things. Whether physical or emotional, we want to avoid it at all costs.

I have chronic back pain. I’d pay a Tibetan Monk to fly to Boulder and heal my back if I knew it would work.

I’m not alone. Pain (or the avoidance of pain) is the greatest motivator for trying anything new.

Yet, most companies spin their wheels preaching about features, benefits, history, and everything else customers don’t want to hear on their website.

Simply tell us how you’re going to solve or prevent our pain. Toss in some social proof to let us know you’re legit and you have a recipe for a persuasive message that will win customers.

We’re all selfish people. We want to know, “What’s in it for me?”

Stop wasting precious space on your website and marketing talking about yourself. You only have a few seconds to convince website visitors that you’re the solution they’ve been seeking.

People buy products and services. Even if you sell B2B services to Fortune 500 companies, there’s a person behind that decision. Find and fix their pains.

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How To Create A Unique Company Name

Your company name is the one thing that people will use to describe you for as long as you’re in business. A great company name is a huge asset that drives your business forward. The wrong company name is a roadblock to success that can cost you money (lots of it).

Don’t shoot yourself in the foot with a bad name. Take some time to make sure you pick a name that will stand the test of time and help you grow your business. Follow these simple steps and you’ll land on a name for your company that you’re proud to share.

The 5 Elements Of A Great Company Name

The first step is understanding the 5 ingredients of a great company name. Regardless of whether you’re trying to come up with a name for your construction company or tech startup, these rules apply.

  1. Timeless – Don’t name your company after a trend or fad. All trends end. Following a trend or fad will put an expiration date on your company name.
  2. Memorable – Avoid generic names that nobody will remember. This is a huge mistake we see repeatedly. Unique names get remembered. Generic names are easily forgotten. A1 Construction is easily confused with A+ Construction.
  3. Flexible – Leave room for your business to grow and adapt. Don’t name your company ‘Toilet Depot’ and be left scrambling when you want to sell faucets. Nobody wants to buy faucets from Toilet Depot!
  4. Ownable – Let’s pretend your name is Brad Pitt. You wouldn’t want to name your company Brad Pitt, LLC. Aside from the overwhelming disappointment in every woman’s face when you show up for a meeting, you also have to deal with the fact that you’ll always be overshadowed by your more famous Brad on social media, search engines, and everywhere else. This is a fun example. The consequences can be much worse if you infringe on someone’s trademark and get sued (more on that below).
  5. Easy – Your name should roll off the tongue. If you have to repeat your name five times for someone to understand, you’ve got a name issue. Take the time to say your name out loud to yourself, friends, and family (more on this below as well).

If you’d like a little more detail on each of these, you can grab the 5 Keys To A Great Company Name Here.

Make Your Company Name Reflect Your Personality

How do you want your company to be perceived? Are you the leading expert in your industry? Are you known for your playful customer service?

Align your name with the emotional response you want from people. A family law practice that prides itself on professionalism probably shouldn’t go with ‘Good Riddance, LLC’ because it doesn’t connect with their personality. For a pest control firm on the other hand, that little bit of playfulness that hits on a benefit could be the perfect fit (by the way, I looked and there is a pest control firm that uses this name…bravo).

Focus on a name that’s in line with your brand personality. Our name, Special Sauce, is a reflection of what you can expect when you work with us. We take our job seriously, but we don’t take ourselves too seriously.

Consider The Four Most Common Types of Company Names

There are themes you see throughout the name universe. Most names fall under one of the major categories. You can use these as a starting point to determine what’s right for you.

  1. Founder – It doesn’t take a rocket scientist to figure this one out. You guessed it, founder names come from the founder of the company. Almost every law firm and accounting firm (in the freaking world) is an example of a founder name. Tip…don’t go with a founder based company name if you’re in these markets. Take advantage of the opportunity to stand out and do something different.
  2. Symbolic – These names have meaning the company wants to reflect or embody. Nike immediately comes to mind when you think of symbolic names. Just be careful because it’s really easy to stumble into trademarks with symbolic names. Common symbols have been used, so you have to get creative.
  3. Fictional – A company name in this category often wants a great domain name (website address). You’ll see countless software companies that use fictional names. They’ll either use creative spelling or complete fabrication to create something new. Instagram, Pinterest, Flickr, Reddit, Snapchat, Netflix, LinkedIn, etc….We could go on for days. If you go this direction, carefully review the name to make sure it’s easily said, repeated, written, and spelled.
  4. Acronym – GE and IBM are two that immediately jump to mind. We don’t recommend acronyms. These names usually fall into the generic category. The majority of acronym names don’t pass the ownable or memorable test.

Make Sure The Name Is Available

Think you found the perfect name? Take a second to cover your tail before you run out and start slapping that name on everything. You need to search three places before you decide it’s safe to run with a name.

USPTO Trademark Database – The United States Patent & Trademark office has a free database you can search to check for conflicts. Follow this link and select ‘Basic Word Mark Search’ from the options you’re given. See reference below.

Company Name Trademark Search

Once inside, make sure to check the box next to ‘Live’ so you’re only searching live trademarks. Now you’re ready to type your name where you see ‘Your Name Here’ in this example below.

Searching Availability Of Your Company Name

Type in your name and hit ‘Submit Query’. Be warned that you’re going to get a lot of results if you type in a generic term. For instance, the word ‘Western’ draws 1266 results. You’ll want to make your search (and name) as unique as possible to limit the mountains of results you have to review.

Important Note: You’re most likely going to get numerous results no matter what you search. Not all trademarks will be applicable to your business. There are different categories for different types of businesses. For instance, a restaurant and insurance firm can both trademark the same name. These two businesses are in different categories which allows them to both be granted trademarks. However, be warned that large companies will guard their trademarks with vigor. I advise consulting an attorney familiar with trademark law if you’re at all doubtful about a name. The trademark process can be intimidating and confusing. Also feel free to reach out to us if you have some questions.

Google Search – The second spot you have to search is the good old Google machine. This search is much less official and only requires common sense. Open Google, type your name into the Google search bar, and hit search. Review the results to make sure that there isn’t someone with the same business name that’s out there and well established. Be sure to pay particular attention to your geographic area. You wouldn’t want to open Red Bucket Brewery right next to Red Bucket Painting. You run the risk of consumer confusion. Consumer confusion leads to lawsuits.

Domain Availability – The final place to look is at Godaddy.com (or whatever domain registrar you like). You’ll need a website for your business and you want to make sure there is a decent option available. We recommend sticking with .com extenstions unless you have a very compelling reason to do otherwise.

Say And Send Test

Once you narrow your list down to a few good candidates, put them through the Say & Send Test. This is a simple exercise to make sure the name you pick is practical in all forms of communication.

  1. Say It – Start by saying the name out loud to yourself. Once you’re comfortable with the results of hearing it out loud, find a friend who knows nothing about your business and tell them about it using the name. Does the name roll off your tongue naturally in conversation? Do they easily understand the name? Ask them what the name of your business is after the conversation. Do they remember the name? Don’t just ask them if they like the name. People will tell you what they think you want to hear. Take this more scientific approach.
  2. Send It – Open your email and put together a signature file using the company name. How does it look in your outbox? Now send the email to yourself. How does it look in the email when you receive it? This may sound like a silly step, but it will help you view the name as though it’s being used.

That’s It

You’re ready for world domination. Be sure to email us and tell us your new name. Don’t hesitate to reach out for some feedback if you get stuck somewhere in the process.

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