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.
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.
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.
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Geoffrey Moore