Have you seen the terms “brand message” and “brand messaging strategy” thrown around in the creative industry? Vague, catch-all terms like these feel overwhelming sometimes. What is a brand message? Why do you need one?
The message of your brand is the heart of what is being conveyed to your clients or audience. The first definition that pops up in Google is simply “how your brand speaks,” and I think that is accurate! Your brand IS speaking in its visuals, the content you put out into the world, the experience you give your clients… but especially in the actual words that you use to communicate. (AKA your copy!)
Your brand message should be strategic
How can you develop your brand message into something that is ON PURPOSE, not just an accident? You should put thought and strategy into the way your brand is being communicated. If you simply let your message be whatever happens to come out, you likely are going to leave your potential clients confused.
Learn how to notice the stories
As a creative, you know that the concept of stories is something that is thrown around often. You might feel overwhelmed or not know how to implement this in your own brand.
If you are going to develop a strategic brand message, it’s important that you learn to notice the stories in your own business. What are the common threads running through what you do? What is the thing underneath the actual tangible service or product you deliver?
The story of your brand does not have to be a pie-in-the-sky, made up sort of story that you pull out of thin air. Most likely, you have a thread that you can track through various seasons of your life and business that is the foundation of your brand.
To develop a brand message that is based on strategy and connection with your clients, make a habit of noticing what stories are running through you and your business. Start writing them down, and you will be working on the first part of developing a message that is intentional and relatable for your audience. A brand message is one of the main ways you can move toward growth and ease in your business.
Do you wish you could have help developing your own brand message and brand copy? I would love to brainstorm ways to do just that.