What is brand messaging? A brand language glossary

When it comes to copy, sometimes, you know exactly what you need. Maybe it’s words for your website or the packaging for your latest product. Like buying a sandwich when you’re ravenous, it’s a straightforward fix to fill a specific gap. But sometimes, you want something less defined. Rather than that sandwich, you need to stock your shelves with oil, salt and spices so that when you get peckish, you’re ready to go. Brand messaging is that pantry of copy.

Think of it like a little toybox containing building blocks of copy to describe and define your business. You can mix and match them to form the foundation of your web copy, your LinkedIn profile, your business pitches and much more.

Depending on the type of business, you’ll need different things in your toolbox. The trouble is we strategists and marketers have lots of confusing words for the different tools and we don’t always agree on what these words mean and what the tools do. But in the end, the purpose of the tool is less important than the way you end up using it. Just like you managed to undo that tight screw with a knife or unjam that lock with a credit card. The names we use for the tools? They matter even less.

Here I’ve given explanations, practical uses and real-life examples for each. I’ve also included some quick templates to help you begin to write your own, if you like.

Vision

Also called

Purpose, promise

What it is

A brand’s reason for existing. What you’re here to do.

What’s it good for

This is the core of everything you do. It explains what your business is here to do and why it matters. Every decision you make should be guided by this purpose. It’s also a starting point for every other element in your messaging platform.

In the wild

Beauty brand Dove’s purpose is:

“To help women everywhere develop a positive relationship with the way they look, helping them realise their full potential”.

Your turn

“My business exists to…” Remember, you’re not describing what you offer, like ‘sell socks’ or ‘write copy’, but how that will change the world. In other words, what is it that your business exists to achieve? What motivates you to get out of bed in the morning?

Mission statement

Also called

Vision, purpose

What it is

This is similar to a brand vision. In fact, many brands’ mission statements read like vision statements. But often a mission statement gives a bit more detail: it explains what you’re going to do and how you’ll do it.

What’s it good for

It makes a useful elevator pitch when you’re at a networking event or dinner party. Basically, any time you’re chatting to folk who aren’t your customers: investors, bank managers, your aunty. You’re giving both your motivation, reason for existing and how you go about achieving that mission.

It could also form the start of social media bios, web pages and pitch decks.

In the wild

Patagonia’s mission statement is to:

“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis”.

Your turn

 “My business exists to …{purpose}…by {how}…because…{why}.”

Proposition

Also called

Value proposition

What it is

With your mission statement, you were talking to non-customers. Your proposition should speak to your customers. Explain how you’re going to help them and make their lives better. Now’s the time to mention your unique benefit or selling point, the thing that will make people choose you over any other. You may also want to address your customers’ wants, needs and fears.

What’s it good for

If you’re talking to your customers, this is the elevator pitch you’ll reach for.

In the wild

Uber’s proposition is:

“Uber is the smartest way to get around. One tap and a car comes directly to you. Your driver knows exactly where to go. And payment is completely cashless”.

Notice how it speaks directly to ‘you’, the customer.

Your turn

“We…{what you do}…to help you…{problem you solve}. You’ll never have to…{customer fear/need} again with our…{unique benefit or experience}.”

Positioning statement

Also called

Differentiator, USP

What it is

Your chance to talk about the unique position your brand occupies in the market. Where do you sit compared to your competitors? What makes you stand out? Why should people choose you?

What’s it good for

This one is usually for internal use. It’s an opportunity to get clear on your market position and how to pitch yourself externally to tap into that niche you’ve identified.

In the wild

Nike compares itself to others in the industry in this bold positioning statement:

“For athletes in need of high-quality, fashionable athletic wear, Nike provides customers with top-performing sports apparel and shoes made of the highest quality materials. Its products are the most advanced in the athletic apparel industry because of Nike’s commitment to innovation and investment in the latest technologies”.

Your turn

“We help…{target audience} to…{customer need} by offering…{what makes you unique}.” Then add some proof.

Values

Also called

Brand pillars, brand principles, philosophy

What it is

This is a list of values that guide your brand’s behaviour. It will likely be based on you and your team’s moral values, the values that matter to your customers and what’s happening in your industry right now.

What’s it good for

This should guide every action taken for your business, from how you treat customers, to how you welcome new hires or decide on promotions. Some brands use their values as an internal guideline, others like to share them on their website. Candidates will often check your values before they apply to work with you.

In the wild

YouTube have four brand values. You can see how they’re expressed in everything YouTube does and says as a brand.

Freedom of expression – People should be able to speak freely, share opinions and foster open dialogue.

Freedom of information – Everyone should have easy and open access to information.

Freedom of opportunity – Everyone should have a chance to be discovered, build a business and succeed on their own terms.

Freedom to belong – Everyone should be able to find communities of support, and come together around shared interests and passions.

Your turn

Write down at least four values that matter deeply to you, your business and your customers. These might be single words explained with sentences or statements like YouTube’s.

Brand personality

Also called

Brand persona

What it is

Usually three or four personality traits that your brand is known for. How do we relate to our customers? What role do we want to play in their lives? Dovetails with the tone of voice, which is the means by which we convey this personality. 

What’s it good for

Guiding your writing and communication by making clear who you want to be and why.

In the wild

This is ClassPass talking about their brand personality:

1. Motivate

We give people a reason to act – and we should always give them a clear way to take an action. We want to build their confidence and empower them by staying genuine, clear and true.

2. Connect

On ClassPass, you connect with instructors, with teachers, with classes, communities, friends and experts. We bond over our shared experiences that take us beyond an app. Talk like you’d be connecting with a real human despite the screen that stands between you.

3. Inform

We’re experts. And even though we have a wealth of knowledge, we don’t want to talk at you – we want to talk with you, share with you and guide you to what you need to know.

4. Empathise

Fitness is a journey – and we understand that it has peaks and valleys. Remember that we’re people connecting with other people, supporting and celebrating the ups (and the downs, too) without being pushy or preachy.

Your turn

How does your brand act in the wild? What personality traits do you need to encourage your customers to interact with you?

Tone of voice

Also called

Verbal identity, style, brand language, brand voice

What it is

If brand personality is the way your brand acts, tone of voice is the way your brand speaks. The way your brand builds a personality through language.

What’s it good for

Anyone who writes for your business should have this document to hand. It will help them maintain your voice with consistency and clarity, no matter what the subject matter. Tone of voice guides usually stay internal, although some brands (Mailchimp, famously) make theirs public.

In the wild

National Trust describe their tone of voice as:

Welcoming

Warm

Grounded

Inspiring

Open and dynamic

They then go on to describe each in more detail and give practical examples.

Your turn

Build on your brand personality by going into detail about what that means for your tone of voice. Thinking of your brand as a person and imagining how they would communicate can help.

Messaging pillars

Also called

Core messaging, messaging, key messages

What it is

Usually a series of statements that explain a brand’s core offering. What do you want to be known for? What beliefs do you have and what do they mean for the way you do business? You might find there’s some crossover with values here, though pillars can go beyond values and are more customer-facing. Basically, what are the things your customer cares about most?

What’s it good for

It helps you communicate your value with clarity and consistency. Think of it as evidence for your brand proposition. It will help you form marketing and messaging pillars around customer need and interest.

In the wild

This isn’t something that’s often shared as a whole piece of copy by brands. It usually works behind the scenes to influence all external messaging. For example, a quick glance at outdoor brand Finisterre’s recent Instagram posts suggests to me their pillars are something along the lines of:

• enabling adventure, whatever the weather

• embracing and enjoying nature in all its forms

• longevity: products and memories that last

• inspiring people to achieve more, even in the face of adversity

• being planet friendly

Your turn

Write down six to eight statements starting with the phrase: “We/I believe in…” Focus on what your customer really cares about.

Brand story

Also called

Brand narrative, sometimes considered to be the same as a proposition with more storytelling.

What it is

This is where you can talk about the way your brand came into existence and the back story behind your vision, mission and values.

What’s it good for

Giving some context and explaining the experiences and learning that guided you towards your mission. It’s a chance to bring your customers (and new hires) along with you and get them enthused about your product or service.

In the wild

Notion’s is quite long, but it’s a lovely example of the meeting of brand story, brand values and brand personality.

Your turn

Tell the story of how your brand came into existence. Think carefully about how far back you should go and what you should include to keep your customer engaged.

To get your brand messaging toolbox in order, let’s talk.