Template: Brand Message Guide
Why it Matters
In marketing, we say perception is reality. Our job is to make sure your true vision is communicated clearly through everything you say, how you look, and the methods you use to engage with your target market.
What it Is
A brand messaging guide documents what you want to communicate both internally and externally. It is this consistency that wins over market share in the eyes of prospects and customers.
What it is Not
The contents of this document are not to be used verbatim. Rather, use it to guide the message of any content produced. Do not stew over the exact language in this document because it includes conceptual themes rather than the exact verbiage to be used.
Your brand messaging guide should be clear over clever. Simplify the language as much as possible and don’t worry about sounding poetic. It should get the point across. If you handed this document to a writer, would they know what to focus on in their content? The document is not for external consumption.
How to Use Your Brand Messaging Guide
Refer to your guide when producing any kind of content. Whether you’re writing a blog post, eBook, web page, webinar, ad, social post, internal memo, press release or other content piece, you should always reference your brand messaging guide.
As part of the Foundations First® marketing program, we’ve included key sections to get you started. However, as you live with this document, we recommend reviewing it 12-24 months from your program end. We call this your “not forever” brand messaging guide as it is to get you started with consistency but will develop over time. The sample content and prompts are there to guide you.