A red merle border collie is laying down on a table with a laptop next to her. Under the table you can see the tops of two large baskets. She is looking straight ahead and focused on something we can't see. On the laptop is a screenshot of a branding agency. In the background you can see some greenery inside of an apartment or house.
Photo by Ayla Verschueren on Unsplash

Let’s get real for a minute. Your brand message is the lifeblood of your business. It’s what separates the winners from the “meh, who cares?”, and can really help you cut through the noise online.

But crafting compelling brand messaging isn’t just about throwing around fancy words and hoping for the best.

It’s about connecting with your audience, solving their problems, and making them fall in love with your brand. But don’t worry if creating strong brand messaging isn’t your forté. Stick with me, and I’ll show you how it’s done!

Sharing my successful brand messaging framework, you’ll learn how to inject your brand story, brand personality, and brand voice into your key brand messaging strategy, helping you craft brand messaging that actually sells.

Oops they did it again! Brand messaging blunders to avoid

Before we dive into the good stuff, let’s talk about some of the most common brand messaging blunders I see out there in the wild day in and day out.

Being too vague

If your brand positioning statement is wishy washy, you’ve got a problem. You need to be specific about what you offer and why it matters. Nobody wants to guess what you’re all about. “Experience the future of coaching” just won’t cut it. Sorry.

Focusing on features, not benefits

Newsflash: People don’t buy products or services; they buy solutions to their problems. Focus on the benefits you provide, not just the features of your offerings. “Our coaching program includes 12 weekly sessions, unlimited email support, and exclusive access to our resources.” is great and everything, but how will this solve your clients’ problems?

Ignoring your audience

If your brand positioning statement is all about you, you’re doing it wrong. Your target audience should be the star of the show, not an afterthought. For example, “Our coaching program combines years of experience and expertise to help clients transform their lives,” is all a bit me, me, me. What about the people you’re helping?

Uncovering the brand message that’ll make your audience swoon

Before you can craft brand messaging that resonates, you need to know who you’re talking to and what keeps them up at night.

So, get ready to put on your detective hat! Identifying your target audience and their pain points is crucial to crafting a brand promise that truly speaks to their hearts (and wallets!) 

How to get started? I’m so glad you asked!

Define your ideal customer

Get specific about who you want to serve. Think about demographics, psychographics, and even geographic location. Create a detailed customer avatar to guide your brand messaging.

Uncover their pain points

What problems are your target audience facing? What challenges do they need to overcome? Use market research, surveys, and interviews to dig deep and discover their biggest struggles.

Speak their language

Once you understand your audience’s pain points, you need to communicate with them in a way they’ll understand. Use their words, phrases, and tone to make your brand voice feel like a conversation, not a sales pitch.

The art of persuasion: Crafting a brand message that drives action

Now that you’ve got a handle on your target audience and their pain points, it’s time to create a brand message that hits home and drives action.

Below, you’ll find the key elements of a persuasive brand message and some of my tried-and-true tactics for creating a brand promise that nicely embodies your brand identity, turns heads, and gets results!

Lead with empathy

Show your audience that you understand their struggles and genuinely give a damn about helping them. Use empathy to build trust and create an emotional connection.

Highlight your unique value proposition

What sets you apart from your competitors? How do you solve your audience’s problems in a way that nobody else can? Make your unique value proposition the centerpiece of your brand message.

Keep it simple and clear

Don’t over-complicate things. Keep your brand message short, sweet, and to the point. Use simple language and avoid jargon to ensure your message is easy to understand.

Use storytelling to engage your audience

People are naturally drawn to stories. Incorporate storytelling elements into your brand message to captivate your audience and make your message more memorable.

Focus on the benefits, not just features

Don’t just talk about what your product or service does. Explain how it will improve your audience’s lives and help them overcome their challenges. Highlight the benefits and outcomes they can expect.

Create a memorable tagline or slogan

A catchy tagline or slogan can help reinforce your brand message and make it stick in your audience’s minds. Make sure it’s concise, relevant, and aligned with your overall brand identity.

Test and refine your message

Once you’re happy with your brand message, test it out on your target audience. Gather feedback and use it to refine your message until it resonates strongly and drives the desired action.

Love what you’re learning? There’s more where that came from! Check out my previous blog on branding, “Develop A Brand Strategy For Your Coaching Business With These 10 Steps.

The secret sauce: My foolproof brand messaging framework

Here’s a simple yet effective formula for creating a brand positioning statement that I use all the time. It goes like this:

Problem: Begin by identifying and addressing the problem or challenge your target audience is facing. Make sure to show empathy and understanding of their pain points.

Example: “Feeling stuck and overwhelmed in your career or personal life?”

Solution: Introduce your coaching service as the solution to their problem. Briefly explain how it can help them overcome the challenge.

Example: “Our personalized coaching sessions empower you to break free from limitations and achieve your goals.”

Unique Value Proposition (UVP): Emphasize what sets you apart from the competition and why your target audience should choose your coaching service over others. This should be a concise statement that sums up the most compelling benefits you offer.

Example: “With a unique blend of proven techniques, compassionate support, and customized strategies, we guide you towards lasting transformation.”

Call to Action (CTA): End your brand message with a strong and clear call to action, telling your audience what you want them to do next. This can be a request to visit your website, book a discovery call, or get in touch with you for more information.

Example: “Ready to unlock your full potential? Book a free discovery call today!”

Putting it all together:

“Feeling stuck and overwhelmed in your career or personal life? Our personalized coaching sessions empower you to break free from limitations and achieve your goals. With a unique blend of proven techniques, compassionate support, and customized strategies, we guide you towards lasting transformation. Ready to unlock your full potential? Book a free discovery call today!”

Show-stopping brand messages that won big

Looking for some inspiration? Check out these examples of powerful brand messages from established brands and coaches:

Apple: “Think different.”

Apple’s iconic brand message challenges the status quo and positions the brand as a leader in innovation. See for yourself: https://www.apple.com/

Nike: “Just do it.”

This powerful call to action from Nike inspires customers to take action, no matter the challenge. It’s a message that transcends sports and resonates with a wide range of consumers. See for yourself: https://www.nike.com/

Dove: “Real beauty.”

Dove’s brand message focuses on promoting self-esteem and body positivity, setting the brand apart in the beauty industry. Their Real Beauty campaign has made a significant impact on the way beauty is perceived. See for yourself: https://www.dove.com/

Marie Forleo: “The place to be if you want to create a business and life you love.”

Marie Forleo’s brand message emphasizes personal and professional growth, encouraging visitors to explore her content and services to create the life they want. See for yourself: https://www.marieforleo.com/

Tony Robbins: “Transform your life. Achieve the extraordinary.”

Tony Robbins’ brand message focuses on personal transformation and achieving extraordinary results, inspiring visitors to explore his programs, events, and content to improve their lives. See for yourself: https://www.tonyrobbins.com/

Brendon Burchard: “Live, love, matter.”

Brendon Burchard’s brand message centers around living a meaningful life by focusing on love and making a difference. See for yourself: https://brendon.com/

Tap into your superpower: The mighty impact of a strong brand message

A well-crafted brand message can work wonders for your business. It helps you connect with your audience on an emotional level, differentiates you from the competition, and encourages action.

And when you’ve got a message that truly resonates, you’re one step closer to building a community of loyal customers who simply can’t get enough of what you offer!

Ready to create a brand message that stops people in their tracks and leaves them begging for more?

That’s where we come in! At EMTWO, we live and breathe this stuff. We’re ready to help you nail your brand strategy and make your business shine bright like the diamond Rihanna (and your audience) knows it is.

Don’t sit on the sidelines any longer! Make the first move and get in touch with us today. Trust us, your business will thank you for it!

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