What is Brand Messaging?

Core brand messaging includes: your value proposition (main benefit), tagline or slogan, elevator pitch (30-second explanation), key differentiators, and 3-5 supporting messages for different audiences or situations. All should be documented and consistent.

Start with customer research, what problems do they have and how do they describe them? Then articulate how you solve those problems uniquely. Use customer language, not industry jargon. Test messaging with real customers for clarity and resonance.

Review messaging annually or when your business evolves significantly. Markets change, competitors shift, and your offerings may expand. However, avoid constant changes, consistency builds recognition. Major updates should be strategic, not reactive.

Your core message stays consistent, but emphasis and details can adapt. A B2B service might highlight ROI for executives and features for implementers. Create audience-specific talking points that ladder up to your core message.

Create a one-page messaging guide with key phrases and examples. Practice elevator pitches together. Review customer-facing communications regularly. Make messaging documents easily accessible. Consistency requires ongoing attention.