(By John Jantsch)
“A talking logo is made up of two components; part one addresses your target market, and part two addresses the problem your business hopes to solve. While the talking logo is a good way to introduce yourself in a networking setting, it should be a tool you mainly use to identify potential clients. By addressing your target audience, anyone that fits into that market should be compelled to learn more“.
Every business owner networks and makes connections. It is a great way to meet potential strategic partners and even clients. But sometimes at networking events it can be easy to get lost in the noise. In order to stand out, you must have an incredible response to the question that is asked at every networking interaction: “What do you do for a living?” I like to call that answer the
What Is a Talking Logo?
In its simplest form, the talking logo is just the answer to, “What do you do for a living?” but it is much more than that. Think of your talking logo as a verbal business card. If your business card has simply your name, title, and contact info, it is less likely to be kept, let alone remembered. But a striking, exciting business card with company branding will be remembered. You want your talking logo to be remembered long after the initial meeting.
Consider an example I have used for years. An architect I worked with in the past discovered what set his business apart was that his contractors got paid faster than his competitors’. Instead of saying, “I’m in the construction business” or “I am an architect,” he used this information and created the following talking logo:
“I help contractors get paid faster.”
This is quick, compelling, and original. It forces the participants in the conversation to want to learn more and drives the conversation forward. So how do you create such a great talking logo for your company?
What makes up a good Talking Logo?
A talking logo is made up of two components; part one addresses your target market, and part two addresses the problem your business hopes to solve. While the talking logo is a good way to introduce yourself in a networking setting, it should be a tool you mainly use to identify potential clients. By addressing your target audience, anyone that fits into that market should be compelled to learn more.
So who is your target market? Try to avoid using terms that are too general like “Customers” or “Clients.” Boil it down to a simple word that best describes your ideal client. Home service contractors may want to use “Homeowners,” and marketing consultants like myself would use “small business owners” or “entrepreneurs.”
With part two, you want to address a problem in your market that you hope to correct. For my own business, I hope to simplify marketing for businesses. So take a moment and think about what your business seeks to solve.
Most importantly, you want to include the core difference of your business. This core difference should be your unique selling point, something about your business that truly sets you apart from your competitors. It needs to be something different and original. For example, every airline likes to claim they have the best customer service, but only Southwest champions no bag fees.
Putting it all together
Like a math equation, build your talking logo like this: Action verb (I show, I teach, I help,) target market how to XXX (solve the main problem). It really is as simple as that.
Ideally, once you have your initial talking logo, that will compel people to ask you more, and you’ll want to be ready to expand. Think about how you achieve your core difference and why it matters to your target market.
A strong talking logo can be a truly powerful tool for increasing your leads and conversions. At the very least, taking a moment to think about your business can help you define your core message and branding.
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