How to Craft Your Brand’s Core Message + Some Best examples

Struggling to sum up why your brand stands out in one sentence could be a red flag. This oversight might be draining your wallet. You’re investing in marketing, but if responses are lukewarm, your brand’s core message likely needs clarity.

Here’s the deal: A complex core message confuses customers, leading to no clicks, no sales—nada! In my years of crafting brand stories and strategies, I’ve seen firsthand how convoluted messages can stifle a brand’s growth. I remember working with App Samurai who offered an array of innovative tech solutions.
Their brand core message was “App Samurai offers agile and cost-effective app development and modernization services, with a customer-centric approach that delivers high-value, tailored application solutions for businesses of all sizes.” Their message was too complex for their target audience to understand, no one got what they were selling. We went back to basics. Instead of a mouthful of tech speak, we switched to “We help new and growing businesses create great apps easily and affordably, focusing on what customers really want.” Isn’t that better? People started sticking around the website, and sales went through the roof.

The solution is simpler than you might think. Your brand’s core message, or ‘value proposition’, should be clear, not overwhelming. I like to use a simple formula for this and I’m going to share it with you.

How to fix your Brand Core Message (Value proposition)

Strip down to the essentials. Let’s learn to create a brand message that’s as simple as coffee talk.

There are three things to ask yourself. The answers to the following questions will help create a simple statement. Maybe get a paper and pen or open a notepad app for this –

1.Who is your target audience? Who are you trying to sell your products to?

2.What is their aspiration? What do they dream to achieve or their pain points?

3.What benefit does your product or service bring to them?

Once you’ve written your answers down, fill in the blanks in the following statement:

We or I help (target audience) (verb) (target audience’s aspirations) by (benefit of your product/service).

Don’t worry if you can’t craft a perfect one right away – trust me, it took me weeks to craft mine. I have a couple of examples to help you understand.

If you’re a beauty brand, instead of “We provide high-quality, multifaceted cosmetic products to enhance beauty regimes for discerning customers seeking luxury and efficacy.” You can refine your brand core message to “We help beauty lovers glow with confidence by offering easy-to-use, radiant makeup essentials.

For a home decor brand, instead of “Our brand curates a sophisticated array of home furnishings and decor accents that reflect a commitment to aesthetic excellence and functional design.” You can refine your brand core message to “We help homeowners create their dream space by offering stylish, comforting decor that’s a breeze to set up.

If you’re a food brand, you can say “We help foodies savor every bite by crafting delicious, all-natural sauces that make meals pop.

Or if you’re a wellness coach, a simple brand core message would sound like “I help wellness seekers achieve balance and vitality by providing personalized, easy-to-follow health coaching.

If we want to finally connect with customers, we have to avoid blasting them noisy statements.

Where to use your new brand core message?

Use it almost everywhere!  Here’s a few places you will want to be sure to include it:

-Headline in your website’s homepage

-Instagram profile bio

-Facebook business page, LinkedIn and Pinterest about section (tweaked with additional keywords for search)

-Introducing yourself / being introduced (think guest speaking, podcast, keynote, etc)

Feeling stuck?

You’re not alone. Most of my clients reach out to me feeling stuck, confused about the underlying problem in their business. One of my services includes brand strategy workshop and during the workshop, I work together with businesses to identify what’s keeping their business from soaring and we refine who their target audience and how to so touch their pain points. If you need a helping hand to make your brand message as clear and compelling as it should be, just reach out to me!

5 Proven Strategies to stand out in a saturated market

Let’s get real for a sec. The entrepreneurial world is like a bustling city market where new businesses open every day. Being in a saturated market means there’s definitely demand for your service or product — but standing out can be a challenge. But guess what? You don’t have to shout to be heard; you just need to speak the right language. That’s where your brand strategy comes in. Specifically your ‘positioning’. Here’s 5 easy steps to get started.

Craft Your Unique Story

I used to think “brand storytelling” was just marketing fluff. Add “storytelling” to anything and it sounds cooler, right? I was so wrong. Your brand story is more than a tale; it’s your brand’s soul, raw and unfiltered. It’s what turns casual browsers into people that connect with you deeply. Get crystal clear on your core values, mission, and vision. If you’re doing it right, storytelling provides value and solutions. Share stories that solve their problems or make their lives easier.

Find Your Niche … within a Niche

The key to standing out is to specialize in something so specific that you become the go-to expert. Instead of just selling skincare, how about organic skincare for sensitive skin? You can niche down based on the type of industry you want to serve, the target audience you want to sell your products, or even a skill set. The more you narrow it down, the less crowded your space.

Deliver Insane Value

What does your audience crave? Is it top-notch customer service, killer content, or maybe a killer app? Identify what your target audience truly values and go above and beyond to deliver it. Even though this might sound obvious, it’s not to a lot of people. Provide premium customer experience from start to finish to your customers and they’ll be talking about you to their friends and family.

Master ONE thing

Instead of being a jack-of-all-trades, focus on mastering one product or service. Make it so good that it becomes your signature offering. This not only makes you memorable but also positions you as an authority in that specific area.

Leverage other Audiences

Collaboration is the new competition. Partner with influencers or brands that complement your offerings. This allows you to tap into their audience and gain credibility by association. Choose partners whose values align with yours for a more authentic connection.

Your Action Plan:

Ready to stop blending in and start standing out? Here’s a no-nonsense action plan that’s easy for any entrepreneur to replicate.

Conduct a Brand Audit

Use a simple SWOT analysis (Hubspot has a really good template and examples, definitely recommend getting it! ) to identify your unique selling points and areas for improvement. List your Strengths, Weaknesses, Opportunities, and Threats. This will give you a clear picture of where you stand in the market. Working with a brand strategist for this will really help you to identify your ‘it factor’ and any areas for improvement.

Find Your Sub-Niche

Research your industry and identify gaps or underserved markets. Use tools like Google Trends or industry reports to find a sub-niche that aligns with your brand.

Create a Value-Added Offer

Identify a common problem your target audience faces and create an offer that solves it to make you irresistible. This could be a free eBook, a discount on first-time orders, or a complimentary consultation.

Partner for a Co-Marketing Campaign

Find a brand that complements yours and propose a win-win partnership to tap into a new audience and gain credibility. This could be as simple as guest blogging on each other’s sites or as involved as a joint product launch.

Measure and Tweak

Finally, Use analytics tools to track key performance indicators like website visits, conversion rates, and customer engagement to ensure your strategies are effective. Make data-driven adjustments to your strategy as needed.

Need help with your Brand Strategy?

If you’re feeling like this is a lot to take in, don’t sweat it. My ‘Brand Blueprint Intensive‘ service is designed to provide new businesses with a clear brand strategy and creative direction for their visual language. Perfect for those who want to invest wisely in their branding without breaking the bank.