A Brand Message Your Team Can Write From and Your Customers Can Believe.
Most brand messaging guides describe a brand as friendly, professional and approachable. These adjectives describe half the businesses in any city and none of them in particular. A useful guide shows what the brand does and does not sound like, with specific examples across real content formats.
We develop brand messaging through intake interviews, a review of existing materials and research into how the target audience describes the problem the brand solves. The guide covers core positioning, vocabulary in and out of bounds, tone adjustment across different contexts, and before-and-after examples the team can actually calibrate against.
The finished guide is formatted for practical daily use rather than as a reference document that gets read once and filed. It includes a quick-reference summary, extended examples and writing exercises for team calibration.
What this covers
- Core positioning statement
- Key messages by audience segment
- Vocabulary: what to use and avoid
- Tone guide by channel and context
- Before-and-after copy examples
- Quick-reference summary sheet
- Writing calibration exercises
Growing teams writing inconsistently, rebrands, market expansion, companies whose copy sounds different depending on who wrote it.