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4 Reasons You Need a Brand Messaging Guide 


Running a business involves writing so. many. words. From website copy to newsletters to social media posts, to onboarding materials, the list just keeps going.

Oh, and guess what? The more you grow, the more words you’ll need. It’s just part of owning a business in the digital age.

But think to yourself, just for a second: imagine how much easier it would be for you (or future contractors) to write for your brand if you or they had a consistent guide to lean back on. 

Enter: The brand messaging guide.

A brand messaging guide gives you the literal roadmap to making sure your message stays on track. It keeps your voice consistent, your tone just right, and your brand’s personality shining through with every turn of phrase. 

So, when your business is at a season when it’s ready to grow in visibility while keeping things consistent and compelling, a brand messaging guide will be a game-changer.

In case you’re not sure exactly what I’m talking about, let’s go over this first: 

What is a brand messaging guide?

A brand messaging guide is like a business bible for your company’s messaging. It’s a guide (usually in Google Doc or PDF form ) of who your brand is, who you serve, and how you communicate so you can stand out in the endless void of the online space. It’s a filter for things you can say, and can’t say, so you can write stronger marketing copy across the board.

And if you’re a Star Wars fan (my husband grafted me in as an honorary member), it’s like the Mandalorian version of saying…

Alright, you know what a brand messaging guide is. Here’s why your brand needs one: 

1. Clarity

The more you grow, the more crucial clarity is for your brand. A brand messaging guide essentially acts as your northern compass — always leading your brand in the right direction.

First and foremost, a brand messaging guide creates internal clarity. As the founder, it’s your job to focus on the initiatives that truly matter and let go of the ones that don’t align with your brand.

Like for instance, if another brand wants to collaborate with you, you can quickly assess whether they’re a good fit, simply based on the mission, vision, and core values listed in your guide. Simple! 

A brand messaging guide also creates external clarity with your team. Because as your team grows, the harder it is for everyone to grasp the essence of your brand and how to effectively communicate it. Poor communication and lack of clarity can be major hurdles for any team. 

But with a brand messaging guide in place, your team members can refer to it, gain a deeper understanding of your brand’s ethos, and how to represent it. This leads to fewer questions and more focused, meaningful actions. 

Clarity is an incredibly powerful tool. The brands that can access it more quickly are the ones that move forward, faster. A comprehensive brand messaging guide simply serves as a beacon of clarity for you and everyone on your team. 

2. Consistency

As your brand gains more visibility, a consistent brand message becomes even more crucial. I mean, just imagine if you had outdated color schemes on your website while still using completely different colors on your Instagram. People would instantly question your credibility, right? 

Even though it’s not as glaringly obvious, the same goes for your brand messaging, too. For example, if your website claims that you specialize in web design but your social media profiles and content focus on business coaching, it’s bound to create confusion.

In the end, your audience will be left wondering what you actually do and ultimately hesitate to engage with your brand at all. 

As Donald Miller says,

When you confuse, you lose.” 

We certainly don’t want you losing now, do we? So it’s best that we stay away from sharing mixed signals. Instead, our goal should be to ensure that no matter where people find us online, they’ll be met with a clear and consistent message that resonates with exactly what they need.

From listing out offers to brand voice to even branded words and phrases, a brand messaging guide helps you deliver a unified message that helps people understand exactly who you are, regardless of where they come across your brand online. 

3. Efficiency

Thanks to a sweet combo of both clarity and consistency, a brand messaging guide makes your marketing and onboarding super efficient. 

When it comes to onboarding new team members, a brand messaging guide is kind of like a welcome packet of sorts to your brand. It provides a comprehensive overview of your core values and what sets your brand apart. Even better? It eliminates the need for lengthy explanations because everything they need to know is right there, so they can get up to speed and start contributing without any confusion.

Now let’s talk about marketing. With a brand messaging guide in hand, you’ve got a solid foundation to create content without having to start from scratch every single time.

You’ll know exactly which audiences to target, their pain points, desires, and even the specific offers your business sells. It’s like having a goldmine of ideas and info that save you time from staring at a blank page and wondering where to begin.

But perhaps the most important aspect of a brand messaging guide is helping you as the founder, get your vision out of your head and onto paper. For you, it’s an anchor you can always refer back to when you’re in the thick of things and your vision starts to feel muddy.

For your team, it makes it easier for them to quickly grasp your vision and understand how they can be a part of it. 

4. Longevity

Clarity, consistency, and efficiency in your business all sound great when you’re keeping business as is. But what happens when your business starts to shift? Going back to the web design business example, maybe you’ve made the decision to add business coaching as a service. Or focus solely on business coaching and get rid of web design altogether. 

The beauty of a well-crafted brand messaging guide is that it’s not meant to sit collecting dust in a Google Drive folder. It’s a living, breathing document that can be added to and adapted as your business grows — all while staying true to who your brand is at its core. 

That means as your business changes and expands, you can update the guide to reflect new offerings, target audiences, or any other shifts in your brand strategy. It ensures that your messaging remains with your brand’s identity, even as you navigate new territory. 

Because when it comes to your brand making shifts, whether drastic or subtle, it’s a matter of if, not when. 

A Brand Messaging Guide could be exactly what you need

Here’s the thing: if you want to build an enduring brand with the potential to scale, investing in a brand messaging guide becomes essential. 

While it will require upfront effort, resources, and time, the long-term benefits are undoubtedly worth it. Think creating a brand messaging guide is the next right step for you? Learn more about the brand messaging guide process here or reach out directly to get the process going.

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