I don’t believe in many absolutes… but I do believe that your marketing messaging can make or break you as a small creative business.
Whether you decide to or not, you have a message and brand; simply choosing not to focus on and refine it doesn’t change that. All ignoring it does is create a wishwash brand.
The thing is… messaging need not be complicated. Actually, it’s best if not complicated!
In this post, I’ll share with you why your brand messaging is so important, and the essential elements of a brand message (so you can easily craft your own brand message).
The Roots of a Brand Message
Creating a memorable message and brand is essential to being a creative soul. With more and more people joining the online entrepreneur and creative small business arena, almost every market is becoming incredibly saturated. Don’t let the fear of oversaturation stop you from doing what you love to do! Simply see that as a call to root deeply in your own message by first gaining clarity on:
- WHY you do what you do
- HOW you do it
- WHAT you deeply value
Once you have the clarity on these 3 elements, you’re able to really begin to develop a strong brand message.
A message that stands out and calls your dream clients in.
Why Your Messaging Matters
Your messaging is an opportunity for you to tell your ideal customers what you offer, why it’s what they need, and what makes you different. It’s your chance to DEEPLY draw your ideal client in and create a memorable connection in their brain.
But your message is also a chance to make clear what your brand stands for.
The Harvard Business Review found that shared values (between the brand and the consumer) is a driving factor in 64% of brand relationships. Connections form based on these values.
Your messaging is comprised of many things, including your mission, vision, position, values and elevator pitch. But above all else, it’s extremely important to be consistent with your messaging. Consider developing a messaging and brand voice guide that outlines the following elements (as a starting point)…
Elements of an Impactful Brand Message
- Your ideal client: Sure, your product/service COULD help many people… but who is your IDEAL customer? What do they value? What do you have in common? What makes them happy? What are they struggling with? How do they consume information?
- Your mission statement: Your mission statement outlines the purpose of your offer/ your small business and what you’re working to transform or solve with your product/ service.
- Your vision statement: Your vision statement is the bigger picture overview of where you’re going with your company/ small business or art. Together, these 2 pieces (mission + vision) create your brand positioning statement.
- Your positioning statement can also be considered a unique value proposition: what sets you apart from the competition, and WHY you?
- Your brand voice: When you’re an individual creative or artist, your brand voice will simply be an extension of how you already speak. It’s still helpful to consider common phrases you say repeatedly. For example, what will your signature sign-off be when you send marketing messages or emails? But when you’re a small business, you will want to take even more time to consider your brand voice to develop a consistent presence.
- Your brand values: Being very clear and transparent about your brand’s values and what you stand for will naturally improve your ability to connect with customers who align with those values. Don’t try to stand for everything … consider what means the most for you and your brand, but above all else, be authentic.
- Elevator pitch: Another awesome element to consider is an elevator pitch: If you only had 30 seconds to explain your vision and impact, how would you? Take the time to write this out now.
Master your Messaging + Get Real Feedback on Your Copywriting With the Messaging Magic Circle
As a copywriter turned coach for creatives who empowers creative souls, healers and coaches to own their gifts and voice with confidence
I’ve created this space because I genuinely see a gap in this community – there are so many incredible creative entrepreneurs like you, who want to feel more confidence in your own ability to write copy and share your message.
Think of these support circles as your space to ‘ask me anything’ and ‘have my eyes’ on anything you’re writing in your business.
I pair my copywriting skills with my presence as a coach, so you may also receive deep clarity around any mindset blocks holding you back from sharing your message.
Supercharge your copywriting with these powerful words
Here are 50 of the most high-converting and empowering words I can think of as a professional copywriter – and I’m sharing them with you!
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