Create high-level, umbrella messaging that engages all your audiences.

Brand messaging articulates the value of your organization at a high level. It speaks to all your audiences at once. Think of it like giving a keynote address at a conference; what you say should resonate with everyone in attendance.

CLARIFY YOUR BRAND MESSAGING

SPEAK TO ALL YOUR AUDIENCES

Brand messaging is inclusive of everyone you want your brand to connect with. It provides a high-level introduction to your overarching value propositions with broadly applicable benefit statements. It informs homepage copy and top-of-funnel content.

USE CLEAR & CONCISE LANGUAGE

For simplicity, we recommend writing brand benefit statements in the imperative mood, a verbal form that sounds like a command. Speaking in a straightforward way instills confidence. Brevity is the goal because the less you say, the more they hear.

WHAT TO SAY & HOW TO SAY IT

Remember that messaging is what to say; copywriting is how to say it. Don't be surprised if your brand messaging sounds functional or informational. You can breathe some personality into it when you convert it to copy, which is how to say it.

CREATE VALUE FOR YOUR CUSTOMERS

MAKE A MEANINGFUL BRAND PROMISE

Your brand promise is the centerpiece of your brand messaging. It's the overarching value you deliver to customers and should make them feel connected to your brand on an emotional level. Writing a brand promise can be challenging because it's just one message that has to speak to all of your audiences in a way that is relevant to them. The insights you uncover through brand discovery should inform and inspire your brand promise.

AUDIENCE MESSAGING SPEAKS TO THE UNIQUE NEEDS OF EACH CUSTOMER SEGMENT.

Whereas brand messaging speaks to all your audiences all at once, audience-specific messaging speaks to the unique pain points, solutions and benefits that each of your customer segments has and values

STACK Real Estate - Andrew Bybee
Jed was thorough, inquisitive, creative, demanding, and complete in his work. He learns all about your business.

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Andrew Bybee