Brand messaging that makes you the obvious choice
We turn what makes your business different into clear brand messaging: a short framework with your positioning, key messages, proof and tone of voice, so every page, ad and conversation says the same thing.
What it is
What brand messaging is, and why it matters
If your website, your ads and your front desk each describe the business differently, customers notice. They hear a list of services instead of a reason to choose you. Brand messaging fixes that by agreeing, once, on what you say and how you say it.
For a local service business, clear messaging usually shows up as more calls from the right customers, because people understand faster why you are the obvious choice.
The framework
The brand messaging framework we use
Positioning
Who you serve, what you offer and how you differ from the alternatives, in one or two sentences.
Value proposition
The main result customers get from you, stated in their words, not industry jargon.
Key messages
Three or four points every piece of content should support, each with its own proof.
Proof points
Facts that make the claims believable: results, credentials, years in business, reviews.
Tone of voice
How you sound, with examples of what to say and what to avoid.
Short versions
An elevator pitch, a tagline option and short descriptions for profiles and directories.
Signs you need it
Signs your messaging needs work
- Your home page lists services but does not say why someone should choose you
- Different team members describe the business in very different ways
- Your ads get clicks but the leads are not the customers you want
- You sound like every competitor in your area
How it works
How a brand messaging project works
Listen
Conversations with you and your team, plus a look at your reviews, calls and sales notes to hear how customers describe you.
Compare
A review of how your main competitors position themselves, to find the space you can own.
Draft
A messaging framework with positioning, key messages, proof and tone, for your review.
Apply
We show the messaging on real examples, such as your home page headline and an ad, so you can see it working.
What you get
What you receive
- A messaging guide with every part of the framework, written for non-marketers
- Example rewrites of key copy, such as your home page hero and a service page intro
- Short versions for profiles, directories and introductions
Ready to put it to work? See landing page copywriting and blog writing.
Who it is for
A good fit if you
- Are about to redesign your website or launch ads
- Have grown and outgrown the way you used to describe the business
- Struggle to explain in one sentence why customers should choose you
FAQ
Brand messaging FAQ
What is brand messaging?
Brand messaging is what you say about your business and how you say it: who you serve, the problem you solve, why you are the better choice and the proof behind it. Good messaging makes every page, ad and conversation sound like the same company.
What is a brand messaging framework?
A short document that sets out your positioning, value proposition, key messages, proof points and tone of voice, so everyone who writes for the business works from the same foundation.
Is brand messaging the same as a logo or visual brand?
No. Visual identity is how you look; messaging is what you say. Both should agree, but this service is about words.
Who uses the messaging guide?
Anyone who writes or speaks for the business: your website, ads, social media, sales calls, emails and front desk. We write it so non-marketers can use it.
How long does it take?
It depends on how many services and audiences you have and how quickly we can speak with your team and customers. Your proposal states the timeline before work starts.
Related services
Find the message that sets you apart
In a free 30-minute strategy session we review how you describe your business today, and leave you with three priorities, whether you hire us or not.
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