Why You Need a Brand Message Before Creating Content

Creating content for your business is essential to building a solid online presence and connecting with your target audience. However, before creating content, it’s vital to have a clear brand message in place. 

And why’s that? Take a seat –– we’re about to break it down for you!

What is a brand message?

Before we start, let’s go back to basics for a lil’ refresh on some terminology. 

A brand message is a statement that communicates the core values and purpose of your business and serves as the foundation for all your marketing efforts.

Why do you need one to begin with?

Having a clear brand message is crucial for several reasons.

First, it helps you stay focused on your core message and ensure that your content is aligned with your overall marketing strategy, which makes creating relevant and valuable content for your target audience more manageable. 

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Additionally, a core message also helps to differentiate your business from your competitors. With so much online content out there, it’s important to have a unique message that sets you apart and makes you stand out –– otherwise, you might get lost in the noise.

Another aspect of a brand message is that it helps to create consistency in what you want to say, how you want to say it, and where you want to say it. 

We’ve already discussed that consistency is key when building a brand and that having a clear message ensures that your content is aligned with your overall marketing efforts. In addition, this also helps build trust with your audience and makes it easier for them to recognize and remember your brand.

The ins and outs of creating a solid brand message

Creating a brand message can be daunting, but there are a few key elements you should include to make it effective. 

1. First, start by identifying the core values of your business.

These values are the foundation and reflect your business’s unique characteristics. 

2. Next, focus on your target audience. 

Your brand message should be tailored to address your target audience’s needs and wants. Are you answering the question: “How does my business help?” Think about it in terms of benefits.

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3. Then, begin to craft your brand message.

Once you have identified your core values and target audience, you can start to craft a brand message that’s simple, straightforward, and easy to understand. It should be concise, to the point, and communicated in just a few words. 

PRO TIP: Being clever works in marketing content (ie: that social media post) but for a core message, keep it simple and clear, so your ideal clients know exactly what you’re talking about it!

It can also be inspiring and motivating to best convey your business’s benefits to your target audience. You know, all that sweet stuff we like to call your ✨ fierce factor ✨.

From brand message to content creation

Once you have your brand message in place, it’s time to start creating content. 

With a clear brand message, it’s much easier to ensure that all your content is aligned with your overall marketing strategy and relevant and valuable to your target audience. 

However, when it comes to creating content, it’s important to remember that quality is just as important as… you guess it, quantity. 

While it may be tempting to churn out as much content as possible, this can actually be detrimental to your brand –– especially if you believe that your brand message lacks foundation.

Without a clear brand message, your content may come across as scattered and disjointed, making it much harder for your target audience to understand your business. On the other hand, when you have a clear message and know exactly what to say, it’s much easier to create high-quality content that is relevant and valuable to your target audience. 

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And here’s a not-so-secret: This type of content is MUCH more likely to be shared and engaged with, helping to increase your visibility and reach. When your content is high-quality and relevant, it can help to establish your business as a thought leader in your industry.

What else can a clear brand message do in terms of content creation? Well, as we said earlier, it can also help you…

  • Guide the tone and style of your content
  • Identify topics your audience will find relevant
  • Choose the design of your website and social media content

Additionally, you can use your message to guide the tone and style of your content, ensuring that it is consistent with your overall branding efforts.

What else can a brand message do?

Along with helping you to create content, a clear core message can also help guide your overall marketing efforts. For example, your brand message can inform your SEO strategy, social media marketing, and email marketing.

Now that sounds like a win-win-win-win to us! 

When all your marketing efforts are aligned with your brand message, they’re far more likely to increase their effectiveness through the power of direction – turning your business into a standout brand (now THAT’S what we call building brand legacy).

TL;DR: Which came first – the brand message or the content?

In short, having a clear brand message is essential to creating effective business content. 

It helps to keep you focused on your core message, ensures consistency in your messaging, and helps to differentiate your business from your competitors. Plus, it also helps to create trust and recognition with your target audience. 

So, before you start creating content for your business, take the time to develop a strong brand message that will serve as the foundation for all of your marketing efforts –– you’ll be grateful that you did in the long run!

Looking for brand strategy or copy support?

Schedule a call to learn how we can help you with brand messaging, copywriting, or content marketing!

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We’re a brand strategy & copywriting studio for mission-driven, BIPOC, LGBTQIA+, and Feminist-run brands and businesses who want to increase their visibility and connect with their communities through the power of story and content. We share tips & advice on how to make marketing (and business) fun!

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