Uhhhhh, a “brand messaging framework”? Sounds fancy, doesn’t it? 

So, you might be tempted to think it’s only valuable for huge companies with a million departments. Surely, if you’re a small service-based business or a solopreneur, you don’t need it, right?

On the contrary, getting complete clarity on your messaging can make ALL the difference for a business like yours. And without a brand messaging framework, it’d be hard to keep it consistent.

That doesn’t mean everyone should invest in a guide right now, though. Plus, there’s a big problem with most of these guides (and I say this as a brand messaging strategist).

So, let’s look at what a brand messaging framework is exactly, whether YOU need one, and if so, how it’d benefit you in practice.

What is brand messaging?

Brand messaging is what you focus on in your marketing and how you articulate what sets you apart from everyone else (from your mission to your brand story) so that it resonates with your ideal clients, no matter the channel.

In my opinion, brand messaging is the foundation. Then, your marketing amplifies it. So, without putting the former in place, you’d be building the latter on pillars of sand. 

In fact, service providers who don’t get clear on their brand messaging usually show up as “just another option in their niche”, and their marketing either doesn’t work or requires A LOT more effort than it should. 

Those who nail their brand messaging? They’re perceived as “THE go-to solution for their specific ideal clients”, and they attract prospects who already want to work with THEM (and them only). 

Examples of brand messaging

This is a tricky one because brand messaging isn’t really something you can see (unless you look at someone’s brand messaging framework or guide). It’s how you make your audience feel about your business and what you help them associate you with and remember.

But to give you an idea, here’s a brand messaging example from one of my lovely clients, Cabomba Content. 

When Rita approached me, she was already an incredible social media manager. Unlike most competitors, she focused on helping her clients with lead generation too, not just vanity metrics like generic engagement or impressions. However, she struggled to get that across in her marketing. So, she wasn’t attracting her dream clients: baby and parenting professionals who were beyond ready to invest in social media strategy or management.

To set Cambomba Content apart from all other social media agencies, here’s one of the elements I included in Rita’s brand messaging framework:

“We’re the social media management & marketing for baby & parenting professionals. We help you reach & attract parents who NEED your services—instead of relying on word-of-mouth or wasting 1+ days a week on content that falls flat”

Clear positioning, clear audience, clear benefit of working with them. BOOM.

(If you’re curious, Rita started getting her first organic enquiries within one month of using her new guide)

What is a brand messaging framework?

A brand messaging framework (or guide) is a structured document that clarifies a business’s messaging and breaks down all its key elements, so as to keep their marketing and communication consistent on every channel.

What does a brand messaging framework include?

Well, it depends. There isn’t a one-size-fits-all formula because, depending on where you look or who you work with, you’ll find different types of brand messaging frameworks.

In most cases, however, they tend to include these key elements:

• Succinct overview of the business

• Mission statement

• USP and positioning

• Target clients

• Key messages to repeat in its marketing

• Brand story

Do I need a brand messaging framework?

You need a brand messaging framework if you want your audience to see you as THE go-to solution for them, not just another option in your niche. 

We’ll go through the benefits of brand messaging guides soon, but I believe THAT alone is enough to make it a valuable investment for most businesses, even if you’re a solopreneur. 

However, there are two main instances in which I would NOT recommend investing in a brand messaging framework: if you’re only just starting out or pivoting.

In those cases, your priority should be to validate your new business idea to make sure you’re selling something your audience actually wants and is ready to pay for.

Also, if you’re the kind of person who likes to change their business model every few months without giving something time to stick, a brand messaging strategy would be a pointless investment (let’s face it: it’d end up being outdated within weeks, and you wouldn’t want to follow your guide, anyway).

On the contrary, if you’re confident about what you’re selling and you’re planning on sticking to your business model for the foreseeable future (and now wish to market your services more easily and successfully), then you’d 100% benefit from a brand messaging framework.

6 benefits of using a brand messaging framework for your service-based business

So, why is brand messaging important exactly, and how can a guide benefit your marketing and business in practice? 

1. You get complete clarity on your messaging

“What do you do in a nutshell?”

“Why should your clients choose you instead of your competitors?”

“How does working with you benefit them?”

A lot of business owners freeze when they hear those questions.

But if you are not clear on that, you can’t expect your ideal clients to understand it and choose you.

Instead, with a brand messaging framework, you’ll know exactly how to set yourself apart from all competitors (yes, even if they offer similar services, you CAN show up as the one and only for your specific ideal clients), what to focus on the most, and what your audience needs to hear in order to buy from you.

2. You always know what messages to repeat

Many business owners are marketing their services consistently (as in, regularly)... but their messaging is the opposite of consistent!

If you always end up covering new topics and taking new stances with your marketing, I can’t blame you: you must be really passionate about what you do, and there’s so much you could talk about for hours.

Unfortunately, though, you’re confusing your ideal clients, who never know WHAT to associate you with.

Instead, if you want them to think of YOU as soon as they’re ready to invest, your marketing should always do one thing: plant or water the seed that you’re the perfect solution to their problem. For it to do that, you must keep REPEATING your unique key messages. 

And of course, a brand messaging framework shows you exactly what they are.

3. Your marketing becomes (and stays) consistent, no matter the channel

I see this ALL. THE. TIME. 

Someone is killing it on LinkedIn but their website copy tells a completely different story. Or maybe their social media accounts are always tackling different topics. Perhaps their Instagram bio focuses on one thing and their homepage copy on another. 

That’s a one-way ticket to confusing (and losing) your audience!

Sure, your copy and format will change. Your messages shouldn’t, though. 

No matter where and how your ideal clients find out about you, they should immediately understand that you’re the perfect solution for them. Then, the rest of your marketing should amplify it and remind them about it.

4. You never have to start from scratch with your marketing

A brand messaging framework (when done right) saves you a tonne of time and energy, too.

Instead of wondering “What should I focus on, post about, create, etc?”, your motto will be “Let’s find new ways of repeating and amplifying the same key messages.”

5. A brand messaging framework makes it easier to outsource and collaborate with other service providers

As I teased before, brand messaging guides aren’t only useful for large businesses with lots of departments.

Let’s say you only have one employee, a team of freelancers, or a VA. Or maybe you’re thinking of making a one-off investment, like some copy for your launch or some videos for your socials.

When you have a brand messaging framework, it doesn’t matter WHO is writing about your business. Everyone can refer to the same document and stick to your key messages. Consistency for the win!

6. It can also help you come up with relevant offers and resources

This is another common mistake among service providers (and I made it myself before I got clear on my own messaging and started using my own brand messaging framework).

You get an idea for a new offer or lead magnet, it sounds exciting, you go all in without thinking twice about it, you churn it out, and then… crickets. Or maybe you do get some sign-ups and engagement, but because that resource isn’t aligned with your focus, they either don’t translate into paying customers or you end up confusing your audience.

Instead, with the right brand messaging framework, you can plan additions that always keep you on track (from lead magnets to webinars and more), amplifying your key messages and feeding into your bigger offers. 

There’s a problem with traditional brand messaging guides, though

Before niching down as a brand messaging strategist, I used to be a more generic copywriter. So, when working with a new client, I’d always ask them if they had any brand documents I could look at to familiarise myself with their business. Those who did have one?

It was usually a super expensive brand bible that was indeed useful from a visual point of view but… it did NOTHING to help them get clear on their messaging. It was almost as if it was made to impress them with fancy buzzwords and designs. 

No wonder my clients (like many other business owners who invested in such bibles) never really looked at their fancy PDF guides. They were just gathering virtual dust in their Downloads folder, while their marketing was all over the place. What a waste, right?!

So, when I eventually started offering my own brand messaging guides, I decided I would have had NONE of that. 

My approach to brand messaging guides: dynamic documents that work as magnets and compasses

There’s a reason why I now deliver my brand messaging guides as humble Google Docs (even though, at first, I collaborated with a graphic designer): because it’s easier to copy and paste their text, and they can grow with your business. 

I also don’t follow the most common brand messaging frameworks. Why? Because I realised they often include redundant information while also leaving out several key elements.

So, after perfecting my proprietary method, I made my own brand messaging framework. I see it as:

🧲 A magnet – It helps you attract your ideal clients and repel the wrong-fit prospects

🧭 A compass – It guides all your marketing and content creation, showing you exactly what to focus on and helping you come up with an endless supply of effective ideas

What do my brand messaging guides include, you ask? 

Well, since it’s my proprietary method, I can’t reveal everything just yet, but to give you an idea:

• Strategic and repeatable key wording to sum up your entire business, positioning you as THE go-to solution for your ideal clients (perfect for your social media bios, core website copy, PR bios, and more) 

• A scroll-stopping elevator pitch 

• Snappy overviews of your top 3 services or resources, with instructions on how to attract your ideal clients and repel the wrong-fit prospects 

• Your unique messaging pillars and how to amplify them with your marketing 

• A compelling sales narrative, with the complete story of how your ideal clients will go from their current problem to their happy ending through your help 

• ALL the points your ideal clients NEED to hear and read in order to invest in you (like pain points, what they’ve already tried to do to solve them, why they can empathise with YOU, all the concerns stopping them from taking action, how to reframe them, and more) 

In a nutshell, you need a brand messaging framework to set yourself apart from all competitors and keep your marketing consistent and strategic.

I create mine to help women service providers attract clients who already want to work with THEM (and THEM only), so they can stop relying on unpredictable referrals, time-consuming cold outreach, and endless DMs and calls with uncommitted prospects.

If you like the sound of that, get your own brand messaging guide through my core offers.

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