Summer Strategy Series 3.0 Issue #5: Brand Message

In Pursuit of Branding is for purpose-driven, people-first service-based business owners. If you enjoy the content, why not consider supporting it for only $5 per month? You’ll gain access to all past articles, Behind the Business emails and the Resource Library. Your support helps keep the ideas flowing and the coffee brewing.

Photo by Angela Knox, The Divine Group

Quick reminder that you're reading issue four of the third annual Summer Strategy Series where we walk through my whole brand strategy process. Catch up on issue one here, issue two here, issue three here, and issue four here.

Early on in my business-building journey, I would hear the same advice over and over: “You need a clear brand message.” Podcasters would drop it like wisdom, blog posts would emphasize its importance, and then... nothing. No roadmap for actually creating one.

The conversation would always pivot before getting to the how.

I’d find myself stuck in this loop of knowing it mattered to have a strong message, but feeling completely lost about how to actually make one. Was it a tagline? A positioning statement? A mission statement? Something else entirely?

So, I did what has become an old habit now: took courses, read numerous books, and tested the logic and ideas through client work. I grabbed what elements resonated with me, adjusted the ones that didn’t, and landed on a big ah-ha: Your message is different than your messaging, and a brand message isn’t just one element that stands alone; it’s a collection of elements that support your positioning.