Crafting The Right Message

Your brand messaging is one of the primary links between you and your customers, which is why it is so essential to give it the time it deserves.

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How to Build the Right Message

After 25 years in marketing, I've found that the following process helps develop a comprehensive and—importantly—effective brand messaging. If you visited our Brand Strategy page, you've already been through the first three steps. If you haven't, I suggest you should. It will put the final three steps into better context

Once you have a clear picture of your persona, you can start to develop insights into their behavior. By understanding what motivates them, you can craft a compelling offer. No one makes an offer in a vacuum, so your positioning helps explain how your offer is different from the competition.
To recap the Brand Strategy page, the first three steps focus on your target. How are they different? The last three steps help you explain how you are different and why you are relevant.


Humans are emotional decision-makers. Ask yourself, when was the last time you bought something from someone you didn’t like? If we were strictly logical decision-makers, that wouldn’t matter. Study after study showed that we are motivated by our emotions more than by logic.

An insight is an emotional need you can leverage to change your target’s behavior by showing how your solution solves it.

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The insight's importance can't be overstated. A well-made logical argument can win the mind of your customer, but it’s a loose connection. Anyone else with a better argument can pull them away. However, if you win the heart and mind, it’s a stronger connection, which is much more resistant to competitive messaging.

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This puts your brand message into a competitive context. You always have someone or some brand competing for your customer’s attention. Therefore, you have to create some space within your customer’s mind that you can own. Positioning does just that.

There are a number of formats to choose from when writing a positioning statement. This is one we like:

It's critically important to have at least one unique and differentiating feature you provide. If you don't have one, find a way to gain one. Otherwise, when all things are considered equal, you are left to compete on price.

The 3 Steps in Building a Positioning Statement

Below is just a quick video of the three steps to take when planning to write your positioning statement

Create Your Brand Message

You are much more likely to be successful with a message that appeals directly to the hearts and minds of your customer, and it clearly defines how you are different from your competition. 

We build this using the latest technology on language processing, coupled with imagery and, in some cases, video to deliver the best message possible. We also recommend that all clients, including ourselves, message test at the start of any digital campaign. This way, you can use the power of machine learning to find the optimal mix. 

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How Does This Apply to My Small Business?

As I mentioned, the digital tools that we have at our disposal today have leveled the playing field significantly. Historically, you would spend months doing customer interviews and focus groups. This would be followed by more months of message testing before you went live. It would cost so much time and money that few could afford it. Today, that’s all changed.
We apply our trademarked process to any business with any reasonably sized market. We follow these three steps, using digital platforms to gather, sort, and synthesize the data into several messages that we would test to find the best one(s) for you.

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Schedule a time to chat today and learn how to improve your messaging!

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