So you’ve decided to DIY your brand message but you’re getting nowhere? If you’re doing something egregious like trying to write your tagline first, stop. 😵
Do this first: Summarise the who, what, where, when, why and how of your brand in a short paragraph: This is your brand message summary.
A brand message summary sets you up with the foundations and creative constraints you need to create a full deck of clear and empathetic brand messaging that packs a punch.
First up: Big picture
Look at your brand from 3 vantage points: Customer, internal, competitive.
Questions about your brand’s customers:
Who is your customer? What are their problems? What are their goals? What do they want? What do they value?
How to get your answers:
Customer surveys, ask your sales staff, ideal customer profile
Questions about your brand:
What does you stand for? Why? Who do you support? Why? What are your goals for next year? The next 5 years?
How to get this part of your brand message right:
Ask your everyone on your team, even the intern.
Do my free Uncover Your Values exercise. Find out more here.
Questions about your brand’s competitive edge:
What is your brand known for? What makes you different? What problem do you solve? How? How do you do it better than anyone else?
How to get the right answers for your brand message
Ask your customers and staff, mine surveys and feedback (YOURS) and reviews (YOURS AND COMPETITORS), note down any moments you see something from your competitor and think ‘I do that way better’.
Template: Brand message summary
When you’ve done all of the above work, fill in the blanks with your brand research:
By dealing with (YOUR BRAND), (YOUR CUSTOMER) with (THEIR PROBLEM) can (do WHAT THEY WANT TO ACHIEVE) without (PAIN POINT) and instead (YOUR POINT OF DIFFERENCE).
By working with Cat McLean, conscious businesses plagued by do-nothing words can connect with the right crowd, make an impact, and create feel good profit without getting preachy and boring AF. Instead, they can communicate with clarity, empathy and a dash of sass.
Side note: Don’t use your brand message summary as a customer-facing messaging tool. It’s a little long-winded for that. Instead, use it as a quick reference guide to keep you on track as you develop your taglines, brand mission, audience profile, and the rest of your messaging.
Lost for words? DIY not your thing? Want me to do your brand messaging for you so you can focus on making good things happen?
Book a discovery call to find out how we can work together.