Whether you’re a photographer, florist, or artisan, the way you describe your business has a direct impact on how people feel about you—and whether they’re excited to work with you. That’s where this brand messaging framework comes in.

Think of your brand messaging as your business’s personality in written form. It’s the foundation for every email, Instagram caption, and website page you create. The good news? You don’t need to overthink this. You just need a framework.

Here’s the plan: we’ll walk through the six essentials of brand messaging, teach you how to create them, and show you exactly where to use them so your messaging feels polished, professional, and totally you.

The Six Essentials of a Simple Brand Messaging Framework

1. Brand Values

Your brand values are the non-negotiable principles that guide how you run your business. They’re the “why” behind everything you do.

How to Create Your Brand Values

1. Write down what matters most to you.
   • For example, do you prioritize sustainability, inclusivity, or artistry?
2. Identify how these values show up in your work.
   • If you value sustainability, maybe you source locally or use eco-friendly materials.

Where to Use Your Values

• About Page: Share your values to connect with clients who care about the same things.
• Instagram Highlights: Use a “Why I Do What I Do” story series to show your values in action.

2. Messaging Pillars

Messaging pillars are the 3-5 themes that define what you consistently talk about as a brand. They help keep your messaging focused and intentional.

How to Create Your Messaging Pillars

Ask yourself:

1. What do I want clients to know about me?
   • E.g., my process, my creative style, the client experience.
2. What topics resonate with my audience?
   • E.g., planning tips, inspiration, behind-the-scenes moments.

Example Pillars for a Florist

1. Unique floral design inspired by nature.
2. The power of seasonal blooms.
3. Tips for sustainable wedding planning.

Where to Use Your Pillars

• Instagram Content: Rotate between your pillars to create diverse posts while staying on-brand.
• Email Campaigns: Build newsletters around one pillar at a time (e.g., a seasonal bloom spotlight).

3. Mission Statement

Your mission statement is your “why.” It explains your purpose and what you’re here to do for your clients.

How to Write Your Mission Statement

Use this formula:

• I help [your audience] achieve [specific result] through [your unique approach].

Example for a Photographer

“I help couples capture authentic, joyful moments through relaxed, documentary-style photography.”

Where to Use Your Mission Statement

• Website Homepage: Include it in your hero section or intro text.
• Email Signature: Add it as a tagline for every email you send.

4. Tone of Voice

Your tone of voice is how your brand “sounds.” It’s what makes your writing feel consistent, whether you’re crafting a caption or responding to a client email.

How to Define Your Tone

1. Pick 3-5 adjectives that describe your brand personality.
   • Are you warm, playful, and approachable? Or refined, elegant, and polished?
2. Test it out. Write a sample Instagram caption and email using your tone to see if it feels authentic.

Where to Use Your Tone of Voice

• Everywhere: Your website, social media, client emails, and blog posts should all “sound” the same.

5. Positioning Statement

Your positioning statement explains what makes you different. It’s your secret sauce—why clients should choose you over someone else.

How to Write Your Positioning Statement

Answer these three questions:

1. What do you do?
   • E.g., “I’m a fine art wedding florist.”
2. Who do you do it for?
   • E.g., “I specialize in outdoor weddings for nature-loving couples.”
3. What makes you different?
   • E.g., “I create romantic floral designs using foraged, seasonal blooms.”

Where to Use Your Positioning Statement

• Instagram Bio: Keep it short and sweet to grab attention.
• Website Homepage: Use it as a subheading or intro paragraph.

6. Value Proposition

Your value proposition is a clear promise of what clients will gain by working with you. It’s the “what’s in it for them.”

How to Write Your Value Proposition

Use this formula:

• [Your service] for [your audience] so they can [specific benefit].

Example for an Artisan

“Handmade ceramic dinnerware for families who want to turn everyday meals into beautiful moments.”

Where to Use Your Value Proposition

• Homepage Header: Place it front and center on your website.
• Sales Pages: Use it to reinforce your offer’s value.

How to Update and Implement Your Brand Messaging

Once you’ve nailed down your messaging essentials, it’s time to put them to work. Here’s a step-by-step plan:

1. Audit Your Existing Content

• Go through your website, social media, and emails. Does your current messaging reflect your new framework?
• Highlight any outdated or inconsistent content that needs a refresh.

2. Update Key Touchpoints

• Website: Add your mission statement, value proposition, and positioning statement to your homepage and About page.
• Social Media: Update your bio, highlights, and captions to reflect your messaging pillars.
• Emails: Use your tone of voice and value proposition in email campaigns and client communications.

3. Use a Consistent Workflow

• Create a Cheat Sheet: Document your brand values, pillars, mission, tone, positioning, and value proposition in one place. Keep it handy whenever you’re writing.
• Batch Content: Use your pillars to plan content in advance so your messaging stays focused.

4. Share the Story

• Announce your refreshed messaging to your audience. Share the process behind it and why it matters.

Let’s Build Your Brand Messaging Together

Strong, authentic brand messaging doesn’t just happen—it’s created with intention. If you’re ready to clarify your voice and connect with your audience on a deeper level, let’s collaborate.

Click here to book an intro call, and let’s craft messaging that feels uniquely you.