When you think of iconic brands like Nike or McDonalds, you instantly think of their famous slogans. Anytime someone utters the phrase “Just do it,” that Nike swoosh pops into your mind.
These are brand slogans. They condense the idea and message of a brand down into a simple phrase. Which is no easy thing to do (trust me, I write words for a living, I know.)
But that is just one part of their brand message. It’s a specific piece of the puzzle that directs how they communicate with their audience and ultimately what copy they write.
So what the heck is a brand message? And why should you create one for your business?
Essentially, the brand message creates a guidebook if you will for all of the messaging that comes out of your business. And it helps steer every little piece of copy you write, from the shortest Instagram caption all the way to your longest sales page.
You need to have a clear brand message because consistency is key in marketing. If you’re using different language or messaging everytime you create something for your business, you’re gonna be all over the place.
Customers don’t like confusion. They want clarity. And the clearer you are about who your brand is and what you do the more buyers you will have. End of story.
That’s why I’m here to today to help you create your own brand message, or at least get you started thinking about one.
Brand Messaging Breakdown
Ok, now that you know the basics of what a brand message is, let’s go a lil’ deeper.
Brand messaging is your verbal brand. It’s what comes after that pretty logo and well-designed graphics.
Your visual brand is important for recognition, but your verbal brand leads to engagement and ultimately builds a relationship with your audience.
Which gets them to know, like and trust you (aka makes them wanna pay you $$.)
Your brand messaging is made up of 6 different elements:
- Brand promise
- Positioning statement
- Value proposition
- Value description
- Three key ideas/messages
- Three proof points for each key idea
Brand promise – this is the promise that you make to your audience. This is your tagline or slogan that hooks people in. You want it to be short, to the point, and memorable. But don’t forget that it needs to also convey what you do, it needs to relate to your services/products/whatever.
Positioning Statement – This is all about who you are and where you stand in the market. It is a single phrase that associates the business within the market and distinguishes why you stand out from your competitors.
Value Proposition – Basically it’s about why people should care. This explains what value you offer to your customers and how they will benefit from it.
Value Description – This is where you narrow down your niche and who you help. It describes who you help and what they should expect from you.
3 Key Ideas – These are the 3 main messages that you want to convey to your audience. This is about what you do, why you do it, and you brand values. It could be as simple as just one word like “Integrity” or a short phrase that sums it up. You can go further by supporting each key idea with a few proof points, or descriptions of why or how that idea is displayed in the business.
Why You Should Think About Your Own Brand Messaging
One word: clarity.
Clarity in your messaging is key to get those viewers to take action. It’s what draws in your ideal clients like the smell of pumpkin pie on Thanksgiving.
The more clarity you have the stronger your brand and business will be.
I’m not saying you need to go figure all of this out right now, although that’s awesome if you do! I know how busy you are with all the other things on your plate (i.e. clients, calls, Netflix, etc.)
However, you should at least work on some of this. The clearer you get on what your brand messaging is, the better your copywriting will be.
When you can write clear copy, you can attract more clients. Period.
I know this sounds like a lot of work – and a lot of writing! – but it doesn’t have to be. If you set aside a few hours to get really clear on your brand messaging I promise that your business will be in much better shape.
Get to Work!
Lucky for you, I’ve created a worksheet to help you tackle your brand message. All you have to do is follow the steps and get it done.
Whether you plan on developing your brand message further or not, I hope this post has helped you understand more of what a brand message is and why you need it.
My goal is to give you the tools you need to grow your business. And that starts with having a strong foundation.
Once you get this foundation in place, all of the copy and content you create for your business is going to be so much easier. Not to mention way more cohesive.
Do you have a brand message yet? If not, what are you going to do about it?
P.S. Don’t forget to download the free worksheet to walk you through creating your own brand message. It will take you less time than watching an episode of your favorite series on Netflix. 😉
Download the FREE worksheet!
Write your own brand messaging with this handy worksheet. It makes it easy to get clear on your message!