{"id":23281,"date":"2020-03-09T08:00:00","date_gmt":"2020-03-09T12:00:00","guid":{"rendered":"https:\/\/honeybook.site.strattic.io\/?p=23281"},"modified":"2022-07-13T13:25:19","modified_gmt":"2022-07-13T20:25:19","slug":"elevate-your-small-business-brand-with-a-brand-messaging-guide","status":"publish","type":"post","link":"https:\/\/hbb.dev.reliablepenguin.com\/blog\/elevate-your-small-business-brand-with-a-brand-messaging-guide","title":{"rendered":"Elevate Your Small Business Brand with a Brand Messaging Guide"},"content":{"rendered":"\n
\"Elevate
image by Lindsay Davenport Photography<\/a> for Jess Jordana<\/figcaption><\/figure>\n\n\n\n

Imagine with me, will ya?<\/span><\/p>\n\n\n\n

You sit down to write a caption, an email sequence, or update a page on your website.<\/span><\/p>\n\n\n\n

You open up a Google Doc to get started, and something weird happens.<\/span><\/p>\n\n\n\n

Instead of feeling that instant panic, that I-have-a-million-other-things-to-do syndrome, and deciding to go and delete all your old mailing addresses on Amazon (i.e. SO IMPORTANT)…<\/span><\/p>\n\n\n\n

The writing starts to flow.<\/span><\/p>\n\n\n\n

You know what you\u2019re gonna say.<\/span><\/p>\n\n\n\n

You know how to say it.<\/span><\/p>\n\n\n\n

And it all gets done before you can say, \u201cUgh. I\u2019m not a writer. I\u2019m not creative. This is THE WORST.\u201d<\/span><\/p>\n\n\n\n

My friend, it is more than possible. BUT, it\u2019s time we quit starting from scratch when it comes to writing copy or content for our businesses.<\/span><\/p>\n\n\n\n

In fact, if you want to elevate your brand, you need to flesh out a core, consistent brand message you can use as a foundation for REPEATING WHAT MATTERS to your audience on a regular basis.<\/span><\/p>\n\n\n\n

What is a Brand Messaging Guide?<\/b><\/h2>\n\n\n\n

A Brand Messaging Guide is the foundational element of our copywriting process over at Jess, XO, and it\u2019s every single one of my clients\u2019 FAVORITE project deliverables.<\/span><\/p>\n\n\n\n

It\u2019s a magical document that holds all the clarity your message needs. Having your mission statement, UVP, brand dictionary, style guidelines all in one place will equip you to show up consistently with content, yes. <\/span><\/p>\n\n\n\n

BUT, it\u2019s also the perfect document to pass off to new team members, contractors, and anyone else who needs to implement your message and stay consistent.<\/span><\/p>\n\n\n\n

\"Elevate
image by Lindsay Davenport Photography<\/a> for Jess Jordana<\/figcaption><\/figure>\n\n\n\n

What to Include in Your Brand Messaging Guide<\/strong><\/b><\/h3>\n\n\n\n

Mission Statement: <\/b>Even more than what you do, think about how you want to make people feel and the bigger impact you want to make.<\/span> If you need help try out this mission statement generator<\/a>.<\/p>\n\n\n\n

Unique Value Proposition (UVP):<\/b> This one needs to be concise and clear. What do you do + how do you do it differently?<\/span><\/p>\n\n\n\n

Elevator Pitch: <\/b>Imagine you were at a networking event (*shudders*) and you had to explain to someone what you do. That\u2019s your elevator pitch. It could include parts of your UVP or mission. <\/span><\/p>\n\n\n\n

But, remember: <\/em>Your UVP and Mission are speaking directly to your audience. They might be much more aware of the value of what you do than a random person at a marketing event, or the old guy at the grocery store. Having your elevator pitch locked and loaded means you won\u2019t run into a situation where you say, \u201cUm, yeah, I write words and stuff.\u201d Which I may or may not have literally said at one of my first events as a business owner.\u201d<\/span><\/p>\n\n\n\n

Pro Tip:<\/i><\/b> Even though these three may feel repetitive and inextricably linked, they each have their own magic and purpose, so don\u2019t skip over any of them. Trust.<\/span><\/i><\/h4>\n\n\n\n

Core Values: <\/b>What are the values you live by? Chances are, these are going to be linked to why it is you do what you do, AND\/OR they\u2019ll be linked to your audience and what they care about most. Keep these short + concise, so you can remember them or put \u2018em up by your desk.<\/span><\/p>\n\n\n\n

Ideal Client<\/a> Avatar(s): <\/b>Chances are, you\u2019ve gone through at least one ideal client worksheet. Probably more like 73 or so. Take the information you\u2019ve gleaned from your actual audience (not just the info you made up!), and dump it into this document for safe-keeping and easy access. You can include the typical age, occupation, level of education, where they shop, etc. <\/span><\/p>\n\n\n\n

I like to also include psychographics: What do they fear? What do they value? What\u2019s their problem? What are their objections (to what you provide)? Remember to create more than one profile if you have differing services. Don\u2019t try to create a blanket Sally the Sewer who\u2019s age 35-47, has two occupations, a million problems, and all that jazz.<\/span><\/p>\n\n\n\n

Brand Dictionary: <\/b>What do you say often? What don\u2019t you say? This can be words or phrases. To get you started, think about how you respond when you\u2019re excited, how you greet people, what you do when you\u2019re fired up (or if you get fired up at all?).<\/span><\/p>\n\n\n\n

Brand Voice + Tone Guidelines: <\/b>For this section, think emotions + tone. Are you intense and challenging when you\u2019re giving value to your audience? Are you filled with grace and encouragement? Do you want your people to feel supported, to catch your southern charm, or to see a glimpse into your pop-culture-obsessed life?<\/span><\/p>\n\n\n\n

Style Choices:<\/b> I was an English major, so I\u2019ll go to blows over the Oxford comma any day. (Hint: There IS a right way and a wrong way to punctuate a list in a sentence, but you do you, boo.) This style section includes choices you make (think: grammar + punctuation + etc.) that need to stay consistent across all your writing. For example, I use A LOT OF CAPS. I tend to yell when I\u2019m excited, so it works. I use the Oxford comma, cause duh. A<\/span>nd I also use a lot of parentheses, because I like to emulate the feeling of making jokes under my breath. (I\u2019m not like a regular writer, I\u2019m a cool writer.) All of this goes into the style choices section!<\/span><\/p>\n\n\n\n

Email Protocol:<\/b> Greetings, signature salutations, and how you structure your email responses matter for consistency\u2019s sake. But, they also help you to not have to reinvent the wheel when you respond to an inquiry of any kind. This is also a PRIME piece for finally handing off some aspects of your workflow to your team or contractors.<\/span><\/p>\n\n\n\n

Elevate Your Small Business <\/strong>with a Brand Messaging Guide<\/h3>\n\n\n\n

So, are you convinced?<\/span><\/p>\n\n\n\n

In order to have a consistent brand voice and cohesive content presence, it\u2019s time to stop reinventing the wheel and create a Brand Messaging Guide instead. Capish? <\/span><\/p>\n\n\n\n

(Confession: That word is NOT in my brand dictionary, and now I feel weird and awkward, don\u2019t judge me, kthanksbye.)<\/span><\/p>\n\n\n\n

\n","protected":false},"excerpt":{"rendered":"

Imagine with me, will ya? You sit down to write a caption, an email sequence, or update a page on your website. You open up a Google Doc to get started, and something weird happens. Instead of feeling that instant panic, that I-have-a-million-other-things-to-do syndrome, and deciding to go and delete all your old mailing addresses […]<\/p>\n","protected":false},"author":213,"featured_media":74538,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20],"tags":[],"class_list":["post-23281","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-best-practices"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/03\/Jess-Brand-Shoot-0055-1300x868-1.jpeg",1300,868,false],"thumbnail":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/03\/Jess-Brand-Shoot-0055-1300x868-1-150x150.jpeg",150,150,true],"medium":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/03\/Jess-Brand-Shoot-0055-1300x868-1-300x200.jpeg",300,200,true],"medium_large":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/03\/Jess-Brand-Shoot-0055-1300x868-1-768x513.jpeg",768,513,true],"large":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/03\/Jess-Brand-Shoot-0055-1300x868-1-1024x684.jpeg",1024,684,true],"1536x1536":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/03\/Jess-Brand-Shoot-0055-1300x868-1.jpeg",1300,868,false],"2048x2048":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/03\/Jess-Brand-Shoot-0055-1300x868-1.jpeg",1300,868,false]},"post_excerpt_stackable_v2":"

image by Lindsay Davenport Photography for Jess Jordana Imagine with me, will ya? You sit down to write a caption, an email sequence, or update a page on your website. You open up a Google Doc to get started, and something weird happens. Instead of feeling that instant panic, that I-have-a-million-other-things-to-do syndrome, and deciding to go and delete all your old mailing addresses on Amazon (i.e. SO IMPORTANT)… The writing starts to flow. You know what you\u2019re gonna say. You know how to say it. And it all gets done before you can say, \u201cUgh. I\u2019m not a writer. I\u2019m not creative.…<\/p>\n","category_list_v2":"Business best practices<\/a>","author_info_v2":{"name":"HoneyBook","url":"https:\/\/hbb.dev.reliablepenguin.com\/blog\/author\/honeybook"},"comments_num_v2":"0 comments","yoast_head":"\nElevate Your Small Business Brand with Brand Messaging Guide | HoneyBook<\/title>\n<meta name=\"description\" content=\"Keep your message consistent with a brand messaging guide that keeps your mission statement, UVP, brand dictionary, and style guidelines in one place.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/elevate-your-small-business-brand-with-a-brand-messaging-guide\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Elevate Your Small Business Brand with Brand Messaging Guide | HoneyBook\" 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