What is Brand Messaging?
Brand messaging is one of my favorite things to write for clients. My personal process for developing this foundational messaging takes more of an editorial/interview approach. Your brand messaging is your brand's unique "voice" and story, and I deeply believe in weaving the storytelling aspect into this process
When people ask me if they need brand messaging or what it even is, here's my explanation:
Every brand needs a voice. If you're a service provider or small business owner, that voice is typically an extension of your own. Creating your brand's "voice" happens through the process of brand messaging.
Brand messaging is how your business speaks. It sets the guidelines for everything – from how you write emails and how many exclamation points you use in captions, to how you describe what you do when networking. It appears everywhere: your website, ads, product packaging, and customer service interactions.
Creating content without brand messaging is like trying to have a conversation using multiple accents. You might say the right things, but you'll likely confuse your audience and weaken your impact. (Imagine starting with an American accent, then suddenly dropping in "g'day mate" and "barbie" with an Australian accent.)
Just as languages need consistent grammar and vocabulary, your content needs consistent brand messaging to be cohesive. Without a clear language (brand message), you risk saying similar things in different ways, making it harder for your audience to recognize and remember you. I've also heard the analogy it's like building a house without blueprints. You might end up with walls and a roof, but the result will likely be disorganized and structurally unsound.
Most people easily understand the need for a visual brand identity. So think of it this way: just as your brand identity creates consistency in how your brand looks (through logos, colors, and fonts), your brand messaging develops a clear message everyone can use. It's beneficial for you, your team, and your customers.
So what should brand messaging include? At a minimum, these key components:
Value proposition: The main benefit you offer customers
Mission statement: Your brand's purpose and goals
Brand voice: The tone and style of your communication
A tagline or one-liner that creates a strong brand statement
Brand story: The "why" behind your business that supports your value proposition
From there, copywriters vary in what else they include. For my clients, I always add a vision statement alongside the mission statement (what you aspire to achieve vs. why you exist), a professional boilerplate, the founder's story and bio, product or service descriptions, and ready-to-use marketing catchphrases.
Ultimately, good brand messaging helps people:
Understand what you do and who you are
Feel emotionally connected to your brand
Know why they should choose you over competitors
Let me leave you with some brand messaging examples in action. (I chose women-owned businesses because everyone seems to always use Nike or Apple in these examples, lol.)
Brand Messaging Examples from Women-Owned Businesses:
Spanx: "Empowering women to feel great about themselves from the inside out" - This captures their mission of helping women feel confident and comfortable in their own skin.
Rent the Runway: "Designer fashion, without limits" - Expresses their mission to make luxury fashion accessible.
Moon Juice: "Plant-sourced alchemy" - Positions their supplements as magical yet scientific, blending ancient wisdom with modern wellness.
Bumble: "Make the first move" - Challenges traditional dating norms and empowers women to take control of their relationships.
Ritual: "The future of vitamins is clear" - Emphasizes simplicity and transparency in ingredients.
S'well: "Beautiful, sustainable solutions for everyday life" - Positions their water bottles as both environmentally conscious and stylish accessories.
Sakara Life: "Feed your spirit bright" - Connects physical nourishment with emotional and spiritual wellbeing.