Brand Strategy & Messaging
Brand Strategy & Messaging
Get clear on what your business needs to say.
Get clear on what your business needs to say.
We'll work through your business, customers, and competition, then turn what we learn into a practical strategy and messaging guide you can use across your website and marketing.
We'll work through your business, customers, and competition, then turn what we learn into a practical strategy and messaging guide you can use across your website and marketing.
Sound Familiar?
You explain your business better in conversation than your website does.
Maybe you've noticed:
Your services have grown or changed, but your message hasn't kept up.
Customers don't fully understand what you offer or why it costs more.
You're trying to attract larger clients, but your brand doesn't reflect the business you've built.
You keep explaining the same things in sales calls and proposals because your message isn't doing enough of that work for you.
Or maybe you're starting something new and want to get the foundation right.
You know something needs attention. You're just not sure where to begin.
Before changing how your business looks, get clear on what it needs to say.
Many clients come to me thinking they need a new logo or website. Sometimes they do.
But before writing copy or making design decisions, it helps to answer a few important questions.
Who are your best customers? What matters to them? What makes your business different from the alternatives? And what should people understand before deciding to hire you?
Brand strategy helps answer those questions.
It gives your messaging, website, and visual identity a direction based on what matters to your business and your customers.
What We'll Work On
Four areas that help bring your business into focus.
01.
Your Business
What do you do, what drives the business, and where are you headed? We'll look at your strengths, beliefs, and goals to understand what your brand should stand for.
02.
Your Customers
Who are you best suited to help? What do those customers care about, what problems are they trying to solve, and what influences their decisions?
03.
Your Competition
What alternatives are customers considering? How are those businesses presenting themselves, and where does your business offer something different or better?
04.
Your Messaging
What should your business be known for? What should you lead with, and how can you explain your services in a way that helps customers recognize their value?
What you’ll have at the end
A practical guide you can use long after the project is finished.
I bring the strategy and messaging together in a document called the Brand Bible.
It gives you a reference for how your business should be understood, explained, and presented.
Depending on the agreed scope, it typically includes:
Customer direction:
What matters to your audience and what they need to understand.Messaging guide:
Your core message, supporting points, elevator pitch, brand story, and practical language for explaining your services and their value.Voice and language guidance:
How your business should sound, with examples to keep communication consistent.Quick-reference tools:
Key messages and reminders to help with everyday communication decisions.
I'll walk you through the Brand Bible, explain the thinking behind the recommendations, and show you how to use it.
Something to work from, not just read.
You can refer to the Brand Bible when updating your website, writing proposals, preparing presentations, introducing new services, or explaining your business in a sales conversation.
You can also share it with a copywriter, designer, or internal team so everyone is working from the same direction.
And if you decide to update your visual identity later, you'll already have the groundwork in place.
The strategy stands on its own. You don't have to commit to design work afterward.
Strategy in Practice
TaxSolve
Brand Strategy · Positioning · Messaging
TaxSolve helps people resolve complicated tax problems. As the company expanded beyond tax relief into a more complete service, its messaging needed to reflect how the business actually worked.
Through our strategy sessions, we identified an important difference: TaxSolve verifies what's been filed, what's missing, and what someone owes before recommending a solution.
That became a foundation for its positioning and messaging, giving the team clearer language for explaining its approach across marketing, sales, and customer communication.
EXPLORE THE TAX SOLVE PROJECT
What To Expect
A structured process, with room to think things through.
What To Expect
A structured process, with room to think things through.
01.
We talk through your business.
We begin with four guided sessions, typically 60 minutes each, covering your business, customers, competition, and messaging.
I'll ask questions, listen, and help you explore ideas that may not be fully formed yet. After each session, I'll send a short summary of what we discussed.
02.
I connect the dots.
Once we've completed the conversations, I'll review everything together, look for patterns, question assumptions, and identify the ideas worth building the brand around.
From there, I'll develop the strategy and messaging recommendations and bring them together in your Brand Bible.
03.
We review the work together.
We'll review the finished Brand Bible together. I'll explain my recommendations, answer your questions, and discuss anything that needs refining.
You'll finish with a strategy you understand, practical messaging you can use, and a guide to share with anyone helping communicate your business.
I've spent more than 20 years helping businesses and organizations communicate complicated ideas clearly. I bring that experience to the process, helping you work through decisions that can be difficult to make when you're close to the business.
Once the strategy is in place, what's next?
Some clients have everything they need to move forward on their own or with their team. Others want help putting the strategy into practice.
If you'd like to continue working together, I can help with:
Website Copywriting
Turning the strategy into website content, including page structure, headlines, service descriptions, and calls to action.
Marketing & Sales Materials
Applying your messaging to proposals, presentations, sales pitches, and other materials so your business communicates consistently.
Visual Identity Design
Developing or refining your logo, typography, colors, and visual system so the design reflects the direction we've established.
Common Questions
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Not at all. You might know something feels off without knowing exactly what's causing it. That's something we'll work through together. I'll help you figure out what needs attention before recommending what to do about it.
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That's perfectly normal. You're close to your business, and some things are harder to put into words than you'd expect. I'll guide the conversations, ask follow-up questions, and help you work through your thoughts. You don't need to have everything figured out.
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No. You may already have a logo or website that works well. If that's the case, there's no reason to replace it. The strategy can help you make better use of what you already have. And if something does need changing, we can discuss that separately.
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You'll receive messaging and guidance you can use to write your own website or share with a copywriter. Some clients feel comfortable taking it from there. If you'd rather have help turning the strategy into finished website copy, I can help with that too. We'd scope that work separately.
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That depends on what your business needs. We'll start with a free conversation so I can understand what you're trying to accomplish. From there, I'll recommend an approach and put together a proposal with the deliverables, timeline, and cost. You'll have everything in writing before deciding whether to move forward.
Let's get your message working for your business.
Whether your business has changed, you're trying to reach different customers, or you're starting something new, we can talk through what you're hoping to accomplish.
Tell me what's going on. I'll share my initial thoughts and help you figure out where to start.
Not sure you need a full strategy project?
The First Impression Review is a smaller place to start. I'll look at how your business comes across today and help you identify what may need attention.