Create high-level, umbrella messaging that engages 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.

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.

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.