Brand Messaging Worksheet

BRAND MESSAGING — [Business Name]

THE ONE-LINER
We help [Target Customer] [achieve outcome] by [how you do it].

THE LONGER VERSION (3 sentences)
[Sentence 1: who you serve and what's hard about their situation.]
[Sentence 2: what you do about it.]
[Sentence 3: what's different about how you do it.]

WHAT WE BELIEVE
1. [Belief that shapes how you work]
2. [Belief that shapes how you work]
3. [Belief that shapes how you work]

WHAT WE PROMISE
[The specific commitment you make to every customer and can always keep.]

PROOF WE CAN BACK UP
- [Verifiable fact: years in business, certifications, capacity, guarantees]
- [Verifiable fact]
- [Verifiable fact]
(Only include things you can substantiate.)

HOW WE SOUND
We are: [three adjectives, e.g. direct, warm, practical]
We are not: [three adjectives, e.g. corporate, hype-driven, jargon-heavy]
Words we use: [list]
Words we avoid: [list]

KEY MESSAGES BY AUDIENCE
[Audience A]: [the message that matters most to them]
[Audience B]: [the message that matters most to them]

WHAT WE SAY ABOUT PRICE
[How you talk about [Price] and value, in one honest sentence.]

WHAT WE SAY ABOUT COMPETITORS
[A respectful, factual position. Never disparage.]