Overview Start With Your Who How To Create A Clear Message Put Together Your Brand Messaging Guide Create Your Company Tagline Putting Together A Pitch How To Structure Your Customer-Centric Website How To Build Out Your Home Page Customer-Centric SEO Add A Lead-Generator To Build Authority And Your Email List How To Write An Amazing Email Campaign The Ongoing Content Marketing Plan Build Your Marketing Team

Let's Build Your Brand Messaging Guide

In this module, we'll move from the theory to the practical when it comes to putting together your Brand Messaging Guide.

I have assembled 15 questions I use to put together a company Brand Messaging Guide. Again, I lean heavily on Don Miller’s work here but I’ve tweaked it a bit to make it a little easier to work through.

I’m going to read through them quickly so you might have to stop and write before continuing or use the worksheet we provide.

Here are the 15 questions as the building blocks for your Brand Messaging Guide:

  1. What do we know about the demographics of our ideal client? 

  2. What do our clients want as it relates to what you offer? List what you know they’re hoping to achieve in life and get a little closer to each day.

  3. What are our customer's external problems (these are the physical roadblocks they are encountering)?

  4. What are the internal feelings that emerge because they are encountering these physical problems? 

  5. What is the philosophical struggle being played out? 

  6. What benefits do your clients receive as you solve their problems? 

  7. What empathetic statement can you make that shows you understand what your client is struggling with? 

  8. What endorsements, statistics or associations help you establish authority as a trusted guide? 

  9. What testimonials do we have that show you have a proven track record to help them? 

  10. What are the three steps or phases that outline your clear plan for the hero to win the day? 

  11. What is the clearest call to action? 

  12. What is your transitional call to action in case they are not ready to fully jump in yet? 

  13. What is the transformation we can expect in a customer - from A to B. What’s the A (before) and what’s the B (after)? 

  14. If someone chose not to work with us, what would the consequences be? 

  15. How can we help the hero imagine how we can improve their lives?

When you have a great BrandScript, your marketing will be:

  • Stronger
  • Clearer
  • Converting better

Your whole company will be more focused on staying customer-centric in everything they do. Your sales team will love all the great lines and tools they now have to win over potential customers on their consultation calls.

Now You Need To Bring Your Notes Together To Make A Unified Message:

Answer These Questions Based On Your Answers:

  • Our ideal client is (best answer for #1):
  • What they want is (best answer for #2):
  • But the biggest problem keeping them from getting it is (best answer for #3)
  • And this is what it’s doing to them inside (best answer for #4):
  • We believe (best answer for #5):
  • We understand (best answer for #7):
  • You can trust us because (best answer for #8):
  • Here’s how we get you where you need to go (Answer from #10):
  • All you have to do is (Answer from #11):
  • But if they’re not ready for that they can (Answer from #12):
  • So make sure you avoid (best answer for #13):
  • Imagine how great it will feel when (best answer for #14):

Now you have the work of applying the BrandScript to your marketing collateral. You can use this material on your website, your social media, your emails, your tagline, on sales calls, and even on billboards.

We will give you some resources and support applying them to your individual situation. Let me give you one example of how you can apply your BrandScript right away, the next customer that comes in.

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