Use the Google test to find how customers actually search for your solution. Compare low-search terms like "branding membership" with high-volume ones like "how to get more customers." Then reframe your brand language around the problems people are searching for, not the product itself.
a really quick, easy way to test one form of accessibility of your brand. So the Google test is basically this. It's how would someone search for your solution if they typed it into Google? So for example, my company SoHouse, we create branding and marketing educational material for female founders. If I were to look up search queries, which I can do with Keyword Searcher or Keyword Surfer and Ubersuggest and some other tools, I can see that the search queries related to branding and marketing membership or branding and marketing community are very low, right? However, search terms like how to get more customers, how to grow my social media, marketing plan, marketing plan template, right? All of these search terms are very high in search queries. So basically it's really about, it's reverse engineering your customer's perspective. What are they typing into Google? What are the key terms that they are typing in that's going to eventually lead them to your product or your solution. It's ultimately not your product or solution they're looking for, right? What they're looking for is how to solve their problems. So that's kind of a different way to kind of think about accessibility is, you know, how is your product spoken about? How does it speak to your customers? Are you using terms and language that your customers can identify with immediately that will lead them down a path to buy, and then at minimum to be interested in what it is that you're trying to say. So hopefully that was a little bit helpful, kind of thinking about like the Google test and just quickly kind of reverse engineering how your customers might search for your unique solution.
