Notes on language and meaning

Brand Messaging

Practical guides to building and testing a brand messaging framework.

Brand Messaging

What brand messaging is, and the 4 layers that hold it

Brand messaging is the set of things you have decided to claim. The architecture that holds it has 4 layers, positioning, claims, proof and naming, each with inputs, a decision it commits you to, and a review question.

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Brand Messaging

Measuring the effectiveness of your brand messaging

Messaging works down a ladder: exposure, comprehension, belief, action, commercial outcome. Each rung can be measured with tools a small business already has, and the neglected middle rungs are the cheap ones.

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Brand Messaging

How to align brand messaging with your audience

Demographics tell you who buys. Your customers' own words tell you what to say. Where to find that language in support tickets, sales calls and search, and a worksheet for turning verbatim quotes into messaging.

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Brand Messaging

Keeping brand messaging consistent across channels

Inconsistency is usually a governance failure, not disobedience: people rewrite claims because they cannot find the current ones. A source of truth, named owners, explicit approval triggers and a logged exceptions list fix it.

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Brand Messaging

Brand messaging versus brand voice, and how to tell them apart

Messaging is what you say. Voice is how you sound saying it. A voice is a set of rules someone could break, not a list of adjectives, and 6 UK organisations show what that looks like in practice.

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Brand Messaging

Brilliant brand messaging: 7 examples, scored

Fame is not the test. 7 brand claims that pass the swap test, the cost test, comprehension and proof, each linked to the organisation's own page, from Monzo's mission to Patagonia's ownership line.

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