Do you ever get the feeling that your brand message is totally lost in translation? Like no one really gets who you are, what you do, or why you do it? We’ve all been there, and it’s frustrating as heck!
The solution is taking ownership of your brand message.
It’ll change everything. Your brand message isn’t just about having snazzy website copy or cool marketing materials. It goes wayyyyyy deeper than that. When you truly understand and own your brand story, you can use it to shape everything about your business—from the tone of voice in your copy to the services you offer your customers.
Simply put, a brand message is the heart and soul of your business.
It’s what you stand for and your promise to your customers.
It’s the story you tell and the tone of voice you use to communicate.
It’s how you uniquely approach the work that you do.
It sets you apart from your competitors and helps you connect with your target audience on a deeper level.
It’s the reason why customers choose to do business with you rather than your competitors.
But when you have a clear brand message, and you know your story by heart, everything changes for your business. Your message helps guide your business’s decisions and maintain consistency across all your marketing efforts. It’s so much easier to say yes to the things that align with your goals and values, and also so much easier to say no to things that just aren’t the right fit, whether it’s…
jumping onto a new social media platform
offering a new service
or even working with a new client
But outside of making your life easier, your message also helps the people around you and outside of your business. With a strong brand message, you can establish a deep connection with your audience, speak their language, and make solving their problems (by working with you!!) the easiest yes they’ve ever said.
If you’re trying to create broad messaging in the hopes it’ll reach more people, here’s what you need to know: Broad messaging makes it WAY harder to grab the attention of the right people.
Broad messaging may seem like a good idea, but it’s actually less effective because you’re diluting what could’ve been an impactful statement to your specific audience. In fact, research shows that people are more likely to engage with messaging that feels tailored specifically to their needs and interests.
Think about it: The pain points of a middle-aged business owner is different than the pain points of a fresh college grad who’s picked up their first freelancing client. The words, advice, and even tone of voice those two people need to hear are totally different.
So, instead of trying to be all things to all people, focus on a narrow audience and craft messaging that speaks directly to them. By doing so, you’ll be more likely to grab the right people’s attention and make a lasting impression.
It’s so easy to get caught up in the demands of social media and all that never-ending frenzy of content creation. And while those things are important, they should never outshine the one thing that really counts: your message!
When you take ownership of your brand message, you’re taking the first step to stand out in the crowd and show your audience what sets you apart.
So, you’re ready to take ownership of your brand message. Woohoo! I’m so excited for you!
But you might be asking, “What exactly does that look like?” or “How do I get started?”
Owning your brand message is more than just slapping a slogan on your website or posting a few generic social media updates.
There are two main steps for you:
Crafting your brand message intentionally
Keeping it consistent and up-to-date
Let’s start at the beginning. Own your brand message by intentionally and thoughtfully crafting it instead of just letting it happen by default. You’ll want to reflect on (and write down!!) your brand’s unique selling proposition (USP), target audience, and tone of voice. I highly highly highly recommend having a living document somewhere (mine is in Google Drive) where you can organize all your notes, have it as a refresher when you’re feeling stuck, and share it when you bring in a new contractor or team member.
Of course, crafting a compelling brand message is only half the battle. Once you’ve got the right words to tell your story, the next step is consistency.
Make sure you’re keeping that message strong and consistent across all platforms. That means keeping everything the same – from your logo to your color scheme to your tone of voice. Consistency creates cohesion and builds trust with your customers, plus it will make your brand instantly recognizable, which will help you stand out in the crowd.
Okay, so clearly, I’m passionate about brand messaging. And as a copywriter, I want to show you how copy and your brand message connect to turn any piece of content (social media post, webpage, blog post, newsletter, etc.) into a powerful connection point for your audience.
When it comes to telling your story and delivering that uniquely-you brand voice, copywriting is essential.
As a copywriter, my job is to help you own your brand message (and even refine it, too!). Your brand is unique, and your copy should reflect that.
With every writing project, my focus is on the emotions and feelings you want to convey, and that your audience wants to be acknowledged.
Sure, things like SEO play a role in some of the content you’re creating, but at the end of the day, people connect with people, which is why all of my stories lead with heart. This feelings-first approach will help you create messaging that not only resonates with your audience but also elevates the perception and understanding of your brand.
And if you’re not ready to work with a pro copywriter yet, there are definitely opportunities to DIY your copy and templates that give you an easy place to start. But when the foundation for allllll of that copy is a clear, consistent, and totally-you brand message, then you’re guaranteed to connect and convert your audience.
Everybody has a story to tell. When you pair your passion for your work with my love of telling stories with heart, you’ll be well on your way to creating content that truly resonates with your audience.
If you’re ready to own your brand message and take your business to the next level, I’d love to chat. Let’s work together to define your brand message with words that authentically capture who you are and what you do.