{"id":27456,"date":"2020-09-15T08:00:00","date_gmt":"2020-09-15T12:00:00","guid":{"rendered":"https:\/\/honeybook.site.strattic.io\/?p=27456"},"modified":"2022-07-14T14:53:42","modified_gmt":"2022-07-14T21:53:42","slug":"how-to-diy-your-brand-messaging-strategy","status":"publish","type":"post","link":"https:\/\/hbb.dev.reliablepenguin.com\/blog\/how-to-diy-your-brand-messaging-strategy","title":{"rendered":"How to DIY your brand messaging strategy"},"content":{"rendered":"\n<p><span style=\"font-weight: 400\">You know that old saying, &#8220;give a man a fish and he&#8217;ll eat for a day; teach a man to fish and he&#8217;ll eat for a lifetime&#8221;?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">My version of that includes teaching you how to DIY your copy so that you feel more confident, have greater impact and can spend less time on your marketing words.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Because the truth is, you&#8217;re not going to be able to hire a professional for every word you write for your business &#8211; you&#8217;ve gotta know how to DIY!<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">And it all starts with a stellar brand messaging strategy.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Today, I&#8217;m dishing the exact steps I take to help businesses like yours develop clear, impactful messaging for your brand so that you can write better words, faster.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Let&#8217;s dive in!<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/09\/okeykat-rw81Rz5GrPo-unsplash-681x1024.jpg\" alt=\"\" class=\"wp-image-27496\"\/><figcaption>Photo by <a href=\"https:\/\/unsplash.com\/@okeykat?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">okeykat<\/a> on <a href=\"https:\/\/unsplash.com\/s\/photos\/diy?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">Unsplash<\/a><\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><b>What is a brand messaging strategy?<\/b><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">Me: *sends new client on-boarding questionnaire*<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Question: &#8220;Do you have a brand messaging guide?&#8221;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Client: &#8220;LOL &#8211; no, what is that?&#8221;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">&#8220;Brand messaging strategy&#8221; *sounds* big-corp level fancy &#8211; but really, it&#8217;s just a document designed to help you tie together every piece of content you create in your business.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Think of it like a mood board for your words &#8211; it&#8217;s sole purpose is to guide the language you use in every piece of content you create.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">It&#8217;s part internal messaging doc and part sales copy swipes.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Inside, it holds all the key ideas, phrases and words that makes buyers relate to your brand voice and connect with your copywriting&#8230; which makes them want to buy.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">It helps you:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">get into the frame of mind of the people you serve, so you can serve them better<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">find the exact right words to say when writer&#8217;s block hits<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">get the yes and convert more of the right people with every message you write<\/span><\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" src=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/09\/Why_is_brand_messaging_important__3-289x434.png\" alt=\"Why_is_brand_messaging_important\" class=\"wp-image-27459\"\/><\/figure>\n\n\n\n<p><span style=\"font-weight: 400\">Basically? A brand messaging guide is *the* reference point for everything you create for your business.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Why is a brand messaging guide important?<\/b><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">It&#8217;s SO important to have one, even if you&#8217;re currently the only person on your team.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">It&#8217;s true, nobody knows your offers (or your audience) quite as well as you do &#8211; but when push comes to shove, you can only store so much information in that entrepreneurial brain of yours.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Keeping a detailed messaging guide on hand gets all that information out on paper, freeing up brain space and making it a lot easier to develop and organize your content strategy, brand voice and copywriting.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Plus, putting together a solid messaging guide NOW, will make it so much easier to on-board a new team member or freelancer when the time comes.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">It&#8217;s basically like giving a high-five to your future self.<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" src=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/09\/high_five_to_your_future_self.jpeg\" alt=\"\" class=\"wp-image-27461\"\/><\/figure>\n\n\n\n<p><b>\u200bEssential elements you need in your brand messaging guide<\/b><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Your messaging guide should be a living, breathing document that expands and contracts as your&nbsp;<\/span><span style=\"font-weight: 400\">business changes.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">That being said, there are 6 *key* elements every messaging guide should have fleshed out.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>6 Key Elements Every Brand Messaging Guide Needs<\/b><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Copy Swipes<\/h3>\n\n\n\n<p><span style=\"font-weight: 400\">These are comment snippets straight from the mouth of your ideal customer. These come from reviews, surveys, social media comments, etc. Include anything that expresses a desire or need that you are able to fill or problem you have solved.<\/span><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400\">Example: recently a client told me she felt like I waved a magic wand over her copy and made it more effective. If I wanted to run with that, I could open my services page by saying something like &#8220;Wishing you hand a magic wand for your sales copy?&#8221;<\/span><\/i><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">As Scott Cook said, &#8220;A brand is no longer what we tell the consumer it is &#8211; it is what consumers tell each other it is.&#8221;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">When you keep track of dream customers&#8217; needs and echo back to them what they are likely already thinking to themselves, they are more likely to be on board.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Copy Bank<\/h3>\n\n\n\n<p><span style=\"font-weight: 400\">Simply put &#8211; a copy bank is a list of on-brand, high-impact words and phrases that describe the problem you solve and how.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Start by jotting down words you see repeated over and over by your dream customers in your copy swipe research. What do your ideal clients want most out of working with you? What patterns do you see in their choice of language? Do they use big, complicated words or short, simple ones? (I like to use the Hemingway App to analyze all those little details!)<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">To enhance your list and help your message stand out above the noise, use a thesaurus to replace some of the more generic words with words that communicate the same thing in a more powerful way.<\/span><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400\">Example: Authenticity -&gt; Transparency&nbsp;<\/span><\/i><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400\">Freedom -&gt; Breathing room<\/span><\/i><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Brand Core<\/h3>\n\n\n\n<p><span style=\"font-weight: 400\">This is the central idea of every piece of content or offering filters through. Every time you sit down to create a marketing plan, freebie, or new offering come back to your core statement to focus your message and keep everything consistent with your brand voice and copywriting.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Your core should center around your ideal customer&#8217;s goals and desires + how you can help them reach them.<\/span><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400\">Example: you are a personal finance coach that teaches people how to be financially independent through non-restrictive budgeting.<\/span><\/i><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400\">Your core: Values oriented budget coaching that empowers you to live life on your own terms<\/span><\/i><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">^ now every time you sit down to create something in your business, ask &#8220;How does this empower people to use their finances to live out their values?&#8221; Anything that doesn&#8217;t answer that question, shouldn&#8217;t be something you spend your time on.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3 Brand Promises<\/h3>\n\n\n\n<p><span style=\"font-weight: 400\">The \u201cPower of Three\u201d works so well throughout any form of communication because it\u2019s the smallest number of elements required for the human brain to notice a pattern. Essentially, it\u2019s proven to be the most effective way to communicate when you want someone to understand and remember what you\u2019re trying to say. And this simplicity and clarity = marketing gold. Because out of everything you\u2019ll write for your brand, your 3 brand promises are the pillars which every other piece of copy expands upon.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Sticking with the example of the financial coach above, your 3 promises might be:<\/span><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400\">Take back the reins<br><\/span><\/i><i><span style=\"font-weight: 400\">Safe-guard your future<br><\/span><\/i><i><span style=\"font-weight: 400\">Live life abundantly<\/span><\/i><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Use your copy swipes and bank to play around with different words, angles and combinations that perfectly represent who you are, what you do and how you help your ideal customers.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Power Statement<\/h3>\n\n\n\n<p><span style=\"font-weight: 400\">This is simply a 15 &#8211; 30 word statement that expands upon your brand core and power statement. Your p\u200b\u200b\u200b\u200b\u200b\u200b\u200bower statement should explain who your business is for, the pain points your business helps solve and the outcome or promises to the customer.<\/span><\/p>\n\n\n\n<p><i><span style=\"font-weight: 400\">Example: Be empowered to take back your financial reins, safe-guard your future and live more abundantly with 1-on-1 budget planning designed to align with who you are at your core.<\/span><\/i><\/p>\n\n\n\n<p><b>Tone of Voice: <\/b><span style=\"font-weight: 400\">This is the perspective you use to approach your writing, educating and work from.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Are you serious? Energetic? Cheeky? Progressive? Firey? Do you use big, complicated words or short, simple words? How does your tone of voice fit with your customer&#8217;s voice from your copy bank?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Nailing your tone of voice helps to make sure that when you show up, you are showing up and serving in a way that feels the most natural to you.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Tips to creating a useful messaging guide<\/b><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Tip #1: Know your brand archetype<\/h3>\n\n\n\n<p><span style=\"font-weight: 400\">If you&#8217;ve never heard of the 12 brand archetypes, they are basically personalities or situations that are easily recognizable and stand the test of time.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">I won&#8217;t dive into all the archetypes here (there are a ton of resources and information on them online. My friend and client, Kaye Putnam, has a great quiz and stellar resources if you want to learn more.) &#8211; but if you are struggling to create messaging that is consistent and effective, I highly recommend figuring out your top two archetypes BEFORE you start creating your messaging guide.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Tip #2: &#8220;Pantry Cook&#8221; your words<\/h3>\n\n\n\n<p><span style=\"font-weight: 400\">Some of my best dinners came about from just opening up my pantry and cooking up whatever I&nbsp;<\/span><span style=\"font-weight: 400\">found floating around in there.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">The point? If you&#8217;ve been in business any length of time, you *probably* already have a few words and phrases on hand that you like to pull out when the time is right. Just because you&#8217;ve never put together a brand messaging guide before doesn&#8217;t mean you don&#8217;t already have the elements shitting in your digital pantry, waiting to be put together.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Go back into your archives and pull out your tried and true words. Play with combinations, pair them with new words from your copy bank, sub them in for words from your copy swipes &#8211; really figure out the best way to leverage what you already have.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Your brand voice and copywriting (and conversions!) will be better for it!<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Creating all this can be a bit overwhelming (and maybe even feel a tad bit like busy work at first) &#8211; but I promise, if you take the time to get *really* clear on your brand words, you will save so much time when you sit down to write for your business.<\/span><\/p>\n\n\n\n<p>Try HoneyBook&#8217;s <a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/\">client management software for small businesses<\/a> to help you even further on your business journey. <\/p>\n\n\n\n<div class=\"wp-block-ugb-divider ugb-divider ugb-c259b25 ugb-divider--v2 ugb-divider--design-basic ugb-main-block\"><style>.ugb-c259b25 hr.ugb-divider__hr{margin-left:auto !important;margin-right:auto !important}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><hr class=\"ugb-divider__hr\"\/><\/div><\/div><\/div>\n\n\n\n<p><strong><em>Ready to connect and convert your ideal clients? Get our <\/em><\/strong><a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/brand-voice-copywriting#email\"><strong><em>Brand Voice &amp; Copywriting Ultimate Guide<\/em><\/strong><\/a><strong><em>.<\/em><\/strong><\/p>\n\n\n\n<p><span data-sumome-listbuilder-embed-id=\"44f044be9c323e91cb98c28b513a5bb3d221eaa002a8af09fd41e862412e597d\"><\/span><\/p>\n\n\n\n<p><em><strong>Plus, 5 more posts you might like:<\/strong><\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/9-tips-for-writing-on-brand-website-copy-that-converts\">9 Tips for On-Brand Website Copywriting that Converts<\/a><\/li><li><a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/seo-copywriting-tips-creative-entrepreneurs-need-to-know\">Top SEO Copywriting Tips Every Creative Entrepreneur Needs to Know<\/a><\/li><li><a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/3-secrets-to-selling-your-services-with-empathy-and-generosity\">3 ways to sell without the sleaze<\/a><\/li><li><a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/3-step-formula-to-discover-your-brand-voice\">The Best 3-Step Formula to Discover your Brand Voice<\/a><\/li><li><a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/finding-your-voice-online\">Finding Your Brand Voice to Stand Out on Social Media<\/a><\/li><\/ul>\n\n\n","protected":false},"excerpt":{"rendered":"<p>You know that old saying, &#8220;give a man a fish and he&#8217;ll eat for a day; teach a man to fish and he&#8217;ll eat for a lifetime&#8221;? My version of that includes teaching you how to DIY your copy so that you feel more confident, have greater impact and can spend less time on your [&hellip;]<\/p>\n","protected":false},"author":649,"featured_media":74956,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27],"tags":[],"class_list":["post-27456","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-branding"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/09\/okeykat-rw81Rz5GrPo-unsplash-681x1024-1.jpeg",681,1024,false],"thumbnail":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/09\/okeykat-rw81Rz5GrPo-unsplash-681x1024-1-150x150.jpeg",150,150,true],"medium":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/09\/okeykat-rw81Rz5GrPo-unsplash-681x1024-1-200x300.jpeg",200,300,true],"medium_large":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/09\/okeykat-rw81Rz5GrPo-unsplash-681x1024-1.jpeg",681,1024,false],"large":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/09\/okeykat-rw81Rz5GrPo-unsplash-681x1024-1.jpeg",681,1024,false],"1536x1536":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/09\/okeykat-rw81Rz5GrPo-unsplash-681x1024-1.jpeg",681,1024,false],"2048x2048":["https:\/\/hbb.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/09\/okeykat-rw81Rz5GrPo-unsplash-681x1024-1.jpeg",681,1024,false]},"post_excerpt_stackable_v2":"<p>You know that old saying, &#8220;give a man a fish and he&#8217;ll eat for a day; teach a man to fish and he&#8217;ll eat for a lifetime&#8221;? My version of that includes teaching you how to DIY your copy so that you feel more confident, have greater impact and can spend less time on your marketing words. Because the truth is, you&#8217;re not going to be able to hire a professional for every word you write for your business &#8211; you&#8217;ve gotta know how to DIY! And it all starts with a stellar brand messaging strategy. Today, I&#8217;m dishing the&hellip;<\/p>\n","category_list_v2":"<a href=\"https:\/\/hbb.dev.reliablepenguin.com\/blog\/category\/marketing-branding\" rel=\"category tag\">Marketing &amp; branding<\/a>","author_info_v2":{"name":"Kaitlin Senter","url":"https:\/\/hbb.dev.reliablepenguin.com\/blog\/author\/kaitlin-senter"},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Create Your Own Brand Messaging Strategy | HoneyBook<\/title>\n<meta name=\"description\" content=\"Learn how to DIY your brand messaging strategy so that you feel more confident, have greater impact and can spend less time on your marketing words.\" \/>\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\/how-to-diy-your-brand-messaging-strategy\" 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