5 Steps to Finally Nail Your Brand Messaging

Here’s how to give your brand a voice that wins connections, conversions, and engagement across platforms.

“Close enough” and “run-of-the-mill corporate” don’t cut it anymore when it comes to your brand voice. All industries are more competitive now than they ever have been before—which means if your brand messaging isn’t making people stop mid-scroll; you’re already losing.

So, let’s focus on how to win: You need a voice that cuts through the fluff and really defines who YOUR brand is—making the brand itself like an actual person inside your business. It needs to be resonant. Inspiring. Authentic. Viral. Something that’s tailored specifically to your ideal audiences.

Tall order?

Nope.

I’m going to show you exactly how to nail it—and then, you’re going to put these steps into action and make your business a full-fledged brand movement.

Here’s what you need to do.

1. Know Your Audience Like Your Life Depends on It

Remember: Your brand messaging isn’t for you—it’s for them—or whoever you’re actively trying to target. That means that If you want to connect on a gut level and grow your contact and email list, you need to understand your audience’s wants, needs, and struggles.

Here’s the play:

• Create a customer persona (or three). Then answer: What keeps them up at night? What lights them up? What do they need, want, and expect from your business?
• As you do this, think beyond demographics. Dig into psychographics—what drives them emotionally?

When you speak their language, your content messaging becomes a magnet, drawing them in because it feels like you “get it.” And to really draw them in, you have to get emotional.

If you’re stuck on this step, dig deep into competitor research and see what the “others” are doing. Then, identify the gaps and build your strategy to address those—well.

2. Define Your Core Brand Values

Your audience wants to know what you stand for—and spoiler: “great customer service” isn’t enough. You need values that differentiate you and stick with people long after they’ve left your website.

If you haven’t already, take a moment to ask yourself:

• What’s the story behind your business?
• What’s the one defining value you’d shout from the (metaphorical) rooftops?
• How can your brand messaging reflect that in every post, campaign, or piece of content?

This step might take time to accomplish, but it’s worth it. When your audience shares your values, they won’t just buy from you—they’ll sell for you.

3. Find Your Unique Voice and Stick to It

Your brand’s voice is what makes you memorable. Are you edgy and bold? Warm and approachable? Luxurious and aspirational? Whatever it is, consistency is non-negotiable.

Here’s a few tips to consider before you write, speak, or act as a “brand”:

• Write out a quick “brand voice guide” for your team. At a minimum, it should cover tone, style, and even words you’d never say. Make sure this gets distributed and checked against to ensure consistency where possible.
• Before you hard launch your brand voice, consider testing your voice on a small scale: whether its in a focus group, or in a few social media captions or emails. Be data-driven and watch what resonates and nurtures your audience. Then, react accordingly.

4. Get Crystal Clear on Your Value Proposition

Why should someone choose you over the competition? If you can’t answer that in one or two sentences, you’ve got work to do.

Break it down:

• What problem do you solve?
• What’s your “secret sauce,” or the thing no one else does quite like you?

Then, once you’ve got those two questions answered, it’s time to cover a third: How do question one and two above tie into your customer’s goals?

5. Test, Refine, and Repeat

Brand messaging isn’t something you set it and forget. Trends evolve, your audience’s needs shift, and let’s be real—you might not get it perfect the first time. That’s okay!

Here’s what to do to make your brand voice work for you:

• Track engagement and conversion metrics, like clicks and shares, to see what’s working (and what’s not).
• Conduct surveys or run polls to get direct audience feedback.
• Tweak and refine your content messaging as you go.

Remember: Your brand’s voice was meant to grow alongside you. Don’t be afraid to take chances and make changes whenever you feel like it’s needed.

Stop Settling for Average and Define Yourself Today

Great brand messaging helps you create a connection so deep, your audience can’t help but think, “This was made for me.” Follow these steps, keep refining, and watch your brand go from forgettable to unforgettable. Or, if you need additional support, reach out to me directly. I’d love to help you make a brand that truly captures your offer and vibe.