Do you know what your brand’s message is? If you don’t, neither will your audience, and if your audience doesn’t “get it,” your business is going to feel it. Nailah recently wrote about branding lessons we can learn from Airbnbmag that can help you determine your message.
And if your product is a complex one – take insurance, for example – speak to your audience in laymen’s terms and in a way they can understand. This ensures that you get your message across easily and clearly, which in turn shows them that working with you isn’t going to be hard.