• Steph Wilson

How to Craft a Brand Messaging Framework

There’s a lot of buzz around brand identity, but most of the solutions on the market only focus on half the story: the visual brand.

Your brand is visual and verbal. A great logo might attract a potential customer to your business, but it’s your brand messaging that connects with them, elicits a response, and ultimately turns them into loyal customers.

Your brand message tells your customer who your business is, what its values are, and why the heck they should buy whatever it is you’re selling.

Why brand messaging is the key to unlocking your businesses potential

Every touchpoint is an opportunity to reach your audience and influence their idea of your brand. Touchpoints include your website, social media, email, newsletters, and more.

Your messaging plays a key role in the identity of your business. Inconsistent messaging can break the image that your customer has of your brand in their mind and can result in an erosion of customer trust.

Trust in a brand is a major deciding factor in purchasing decisions, with one survey indicating 81% of people consider trust to be a deciding factor when parting with their money. Trust in a brand can also translate to loyalty – 75% of people would continue to buy from a brand they trust even if another brand becomes popular.

Trust in a brand comes down to much more than your brand messaging. You have to deliver on everything that you promise, but a consistent brand message is an important part of gaining and maintaining the trust of your customers.

How to Craft a Brand Messaging Framework

Your brand messaging framework is made up of multiple bodies of copy consisting of key messages that you want your audience to understand about your brand. It delivers a powerful, concise message to your customer about what your business can do for them, and why they should care.

These key messages include:

  • The target audience

  • Your unique value proposition

  • Your businesses values, mission, and purpose

At the most basic level, your brand messaging framework should include:

  • Core Message

  • Secondary Message

  • Elevator Pitch

  • Tone of Voice

  • Tagline(s)

Core Message

Consists of your most important key messages, distilled into an easy to digest message. Your primary message tells your customer what value you’re bringing to their lives.

It needs to answer the following:

  • Why should your customer care about what you have to say/your product/your service?

  • What makes you different?

  • How will it impact their life?

  • What problem are you solving for them?

Secondary Message

Now that you’ve established the value you bring to your customer, it’s time to talk about why you’re in business in the first place. Give your customers another reason to choose your product/service.

Your secondary message should answer things like:

  • What does this business believe in?

  • What are their goals?

  • What’s important to them?

Elevator Pitch

Answer the question “What do you do and why should I care?” in 30 seconds or less.

Tone of Voice

Your Brand Voice or Tone of Voice is, simply, the voice that you use to write to your customers across all touchpoints (website, email, social media, etc.) and must be consistent. An inconsistent tone of voice can confuse your customer, and result in a lack of trust in your brand.

Tone of voice should be curated based on your target audience. It is sometimes useful to develop a persona – a single person that encapsulates your target audience – and write everything as though you are writing to them personally.

Tone of voice guidelines should include:

  • 3-5 words that describe the brand, such as professional, fun, feminine.

  • Words and phrases that the business would say

  • Words and phrases that business would not say


What do you think when you read: “I’m lovin’ it?”

Yep, McDonald's. A tagline is something that sticks in your customer’s mind and will instantly bring your brand to mind when heard.

How to Use Your Brand Messaging Framework

Write down your core message, secondary message, elevator, tone of voice, and tagline. This is your Brand Messaging Framework. But how do you use it?

Whenever you write anything for any of your customer touchpoints, refer to your brand messaging framework. Make sure that what you’re writing aligns with the content of your framework.

Now everything you write should have your unique benefit front and centre, convincing your customer why they should care about your brand.

Have you used the tips in this post? I’d love to hear how you got on! Comment below and let me know.

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