Hello, Design DNA readers! My name is Kelsey Toney, and I am a freelance writer and creative
consultant with Design DNA. Mia, our fearless leader, has asked each of the team members to stop by the blog once a month and talk a little bit about who we are, what we do, and how we can support your own business goals through the creative work we tackle each day.
If you don’t follow us on social media (you should), you might have missed that we recently released Gem State Dates, a date-idea book for Eastern Idaho, that’s full of creative activities, recommendations for local businesses, suggestions for beautiful sights, and also discussion prompts, memory-keeping ideas, and more. Each and every business, restaurant, and store in those pages was written about with clarity and care by myself or another Design DNA writer.
Those businesses have figured out one very important aspect of development, even if they didn’t mean to--you should be able to “blurb” your brand.
A blurb is a short piece of text, often an overview, that when used correctly, will entice customers to come and experience what you have to offer. The tricky part is making sure that YOU know exactly what the purpose of your work is. Businesses that haven’t done the focused work of narrowing down exactly their mission, ideal customer, and unique approach to a goal/problem/need can struggle greatly in expressing the value of their business.
One of my favorite activities--when consulting with young businesses (or established ones that need new life)--is to ask them to “pitch” or “blurb” their business in just a few sentences. Even if writing isn’t your strong suit, your brand identity should be crystal clear, and you should know exactly how to describe its value in a powerful way. The obvious benefit to this is that if you’re able to “blurb” your business, others will be able to do the same. Word of mouth is so vital to spreading the word about the work you’re doing, and it’s important that when others talk, they’re able to do so with the same level of clarity and excitement that you do because your brand identity is obvious from the very first experience.
If you haven’t taken the time lately to consider and articulate your mission, it’s a fantastic chance to get to know the areas of strength and weakness in your project. And of course, if you find that you’re struggling to nail down your brand identity or put it into words, you might need a brainstorming session with a marketing consultant, or to take advantage of our collaborative writing or editing services.