Your brand’s elevator pitch will explain to someone, in the most concise way, the definition of your brand.
In it, you have several aspects to address, but you’re ultimately answering what it is exactly that your brand has to offer. First, a few key points.
1. Be Clear
Clarity is the most important part of your elevator pitch because anything else might distract your listeners from your message.
Clarity involves getting the point.
- Say what you do first.
- What is your product or service?
- Avoid using professional jargon.
The goal is that your audience will understand the message without having to ask questions. You can test this out by trying your elevator pitch on strangers who are completely unfamiliar with the brand.
Observe their reactions, and then adjust your pitch to see if you can get more positive, receptive ones.
2. Be Authentic
As a leader, you should have a clear idea of your brand identity. The tone of your elevator pitch is important, and it should reflect that identity. Consider the brand personality and choose your words and delivery to reflect it.
Maybe you’re casual and hip, and you communicate with a younger crowd, or maybe you’re more on the formal side.
Authenticity takes into consideration your audience. Using the proper tone will help clarify who it is your brand is intended to reach.
If that audience is too broad, your brand pitch could come across as impersonal and bland. Don’t be afraid to get specific, and if you have multiple audience types, be prepared to cater your elevator pitch accordingly, depending on who you’re addressing.
3. Be Memorable
Finally, be memorable to your audience. This could be as simple as stating more specifically what your competitors are stating too generally.
The general terms will get overused, while a brand that states its specific intent will be more easily recognizable.
And After the Fact…
Once you’ve come up with that perfect pitch, you and the other brand employees should know the brand inside and out. If there’s time, your audience may have further questions and want more information from you.
It’s bad marketing to get caught unprepared for this, so be ready. There’s nothing quite as grabbing as enthusiasm, and your audience will catch on to your enthusiasm by this important factor.
They’ll see how much time you’ve put into understanding the ins and outs of the topic your brand addresses. As well as you can, anticipate the questions people might have.
The concept of coming up with a concise elevator pitch might seem overwhelming at first, but you just have to take it one step at a time. Don’t feel like you have to say everything.
After all, you just need to say enough to catch someone’s interest. You just need to make them think, huh, maybe I need that or to remember you when they encounter someone else who would fall into your intended audience.
It’s the first impression, just that first step of putting your best foot forward.