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Brand Messaging That Drives Growth

Get your brand’s “Conversion Copy DNA” — your core set of brand messages, optimized to convert

Key question for marketers:
how persuasive is your brand messaging?

Is your value prop irresistible to ideal buyers?

Does everyone immediately get the benefits of your offer?

Are you driving home that value with the right proofs, stories and promises?

If you’re Procter & Gamble, we’re confident: you’ve got this.
But most companies aren’t sure where to start with brand messaging…

 

LET’S TALK BRAND MESSAGING

Here’s how to tell if you  
need a brand messaging overhaul

You have product-market fit. The right marketing tactics…

But it costs too much to get sales. And lesser brands are luring over your customers. 

You’re never quite sure what your copy should say, so your team ends up guessing each time. If you just nailed down key pieces of brand copy once, you wouldn’t be rewriting every. single. time.

Brands can — and should — be conversion-optimized, too

After years of writing copy for outstanding brands
and for brands struggling to line up their message with their audience…
We discovered this:

Brands that win hearts, minds and conversions are engineered around audience insight.
It’s what’s behind the world’s most profitable brands.

That’s why we develop brand messaging based on conversion copywriting methods.

 

GET YOUR BRAND CONVERTING

 

Here’s how our brand messaging process works:

Phase 1: Brand Messaging Research

Here’s where we find out what really matters to your ideal buyers — and where your competitors are failing them. 

Phase 2: Brand Messaging Strategy

Based on what we’ve learned, we come up with the “clearly different and better” brand messaging sweet spot your brand can own.

Phase 3: Brand Message Development

Next, we create your brand message guide – what we call your ‘Conversion Copy DNA’,  source code for writing all of your brand copy.  


Phase 1: Brand Messaging Research

Here’s where we find out what really matters to your ideal buyers — and where your competitors are failing them. 

Phase 2: Brand Messaging Strategy

Based on what we’ve learned, we come up with the “clearly different and better” brand messaging sweet spot your brand can own.

Phase 3: Brand Message Development

Next, we build out every brand message that communicates your unique difference.

We call it your ‘Conversion Copy DNA’ because it’s the core of who you are. It’s the most persuasive articulation of the problems you solve; who you’re for; why you’re different and better; how you prove it, and more. Your DNA starts with a set of customer-facing brand messages.

Get brand messaging you’ll use again and again across every single marketing asset 

These include…

  • Target audience
  • Problem you solve
  • Your solution
  • Unique value proposition
  • Core offers
  • Outcomes, benefits, features
  • Brand promise
  • Brand story
  • Proofs
  • Risk reversals and closer copy
  • Tagline
  • Elevator pitch

It also includes internal brand concepts and messaging guidelines, including:

  • Positioning
  • Big Idea
  • Tone, voice and vocabulary

Download a complete guide to these messages

Why trust us with your brand messaging?

Since 2014, we’ve served ~100 brands across industries, creating brand messaging for B2C e-commerce brands, course creators, B2B services and more.

Copy chief, Anna Bolton, has studied conversion copywriting with the best and been hired by Copyhackers to write 6-figure sales copy.

We’ve also worked intensively with the original conversion optimizers, MECLABS on creating value propositions that convert.

And for clients, we’ve helped win huge lifts, including a $20M investment for a tech company that simply needed to clarify their brand message in their pitch deck.

Your Conversion Copy DNA comes as a guide to writing on-brand conversion copy every time.

And it’s pluripotent. You can use your DNA to write every single marketing asset you produce. When you have it, it’s 10x easier to plug high-converting copy into all the right places.

Ready to talk about optimizing your brand messaging to convert?

Great, we’re looking forward to meeting you!

Quick Points:

For most brands, this is a three-phase process that takes ~60 days. 

You’ll get the best results with our brand messaging service when you’re already established, selling and looking to grow. 

 

All good? Let’s chat

(Looking for something a little quicker? Book a VIP day.)

Brand Messaging FAQs

You’ll get a guide to the 12+ key messages every brand needs to convert leads to buyers. In other words, a hierarchy of customer-facing messages that we call your brand’s “Copy DNA”.

You’ll also get instructions on how and when to use these brand messages, including guidelines for your creative team, so everyone can work from the playbook.

The most basic deliverable is a brand messaging guide as a Google doc. You’ll also get a slide deck to communicate the brand messaging to your team.

From there, we can have your messaging guide professionally designed and branded. We can also train your team in using these key elements of brand copy across your sales funnels. Ask for pricing if you need extras like these.

Absolutely. You don’t need to repeat the brand messages verbatim in each piece of copy. The point is to keep your copy aligned with the ideas that sell your “different and better” positioning.

The brand messaging gives you guardrails, including voice, tone and vocabulary guidelines.

Guardrails help you come across as consistent. But consistency isn’t the enemy of creativity. You have plenty of scope to be creative while reinforcing your brand message.

Just as you use consistent colors, fonts and imagery across your marketing, you should convey consistent ideas.

There are three big elements in the research process.

1) Reviewing your performance data
2) Auditing your competitors’ brand messaging
3) Tapping into your ideal buyer’s psychology

Performance data includes your analytics, user testing, conversion rates, and so on.

We want to see where people are engaging, buying, and dropping out of your sales funnels.

In competitor research, we’re dissecting exactly what your competitors say makes them different and better, plus how they prove it.

We’ll also look at visual cues your competitors use to convey their brand idea. This research helps us understand where there’s space for you to position your brand as ideal for your perfect buyer.

We’ll also look at what your ideal customers have to say about you, your competitors, what they really want and how they make a buying decision.

Customer research includes analyzing reviews, forums, feedback you already have and often, surveys or customer interviews.

Your team will make key decisions. Based on the research, we’ll make brand messaging recommendations. You’ll have options for what to prioritize or de-prioritize in the messaging.

We’ll meet throughout the process and you’ll have opportunities to give feedback. The brand messaging has to align with your vision for the company, after all.

Generally, about 60 days. If we conduct customer interviews it can take longer, but that’s a solid ballpark.

Because it’s a research-based process, there are no real shortcuts. Optimizing your brand messages to convert means digging deep into your buyer’s psychology.

It means understanding how your brand is positioned in the market — and how you should be positioned to sell more.

Since this isn’t an off-the-shelf service, we do need to scope it out in a call.

You might have a fairly simple product or service in a market with few competitors.

Or, your offer might be highly-complex and your market crowded.

Expect a four to five-figure investment.

You probably already have a good sense of whether your brand messages are strong.

When people talk about your brand, are they excited about how you’re different and better? Is your market share growing? If you said “yes”, you probably have a strong brand message.

If your ideal customers aren’t clear on whey they should choose you; if your growth is slow… it might be a brand messaging problem. Sometimes the issues lie with pricing, positioning or product.

The research phase of brand messaging will often reveal issues beyond brand messaging.

And while we can’t fix pricing or product, we can make recommendations and write brand messaging that positions you strategically.

That’s a question we can dig into in a free consultation. If your brand messaging needs to be strengthened, it makes sense to do that first, then write the copy.

Sometimes we want to test the messaging with a campaign before we finalize your brand messaging guide. In those cases, we’d do a bit of both brand messaging and conversion copywriting.

Not always, but it helps.

Conversion copywriters have to figure out these brand messages to write your copy. But often, that thinking and message development becomes their IP. You don’t get the formula, which you’ll need if you want to work with more than one copywriter.

If you have brand messaging that’s conversion-optimized, it’s easier to work with multiple writers and stay consistent across your marketing. Your writers can also produce copy a lot faster when you have a messaging guide.

Yes. Some of our clients need a sounding board for ideas they’re developing in-house. We can provide guidance on where to find high-converting messages, how to refine and test those messages.

Book a free consultation and we’ll give you our best advice. If brand messaging is the next best step for you, we’ll provide a custom quote and timelines.

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Questions on pricing, process
& how we can work together?
DOWNLOAD THE GUIDE

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