Brand Messaging Basics
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Module 1: What Brand Messaging Is and Why It Pays
Messaging Is Not a Logo
Preview
The Audit: Hearing How You Sound Today
Knowing Your Customer Well Enough to Write for Them
3 lessons
Module 2: Positioning
Finding Your Differentiator Honestly
Category, Competitors and the Alternative of Doing Nothing
2 lessons
Module 3: The Value Proposition and Core Messages
Writing a Value Proposition That a Stranger Understands
Building Three to Five Core Messages
Proof Points and the Discipline of Not Making Things Up
3 lessons
Module 4: Voice and Tone
Defining Your Brand Voice
Tone Across Channels and Situations
Writing Guidelines Anyone Can Follow
3 lessons
Module 5: Applying Messaging Across Channels
The Homepage and About Page
Ads, Social Bios and Short-Form Messaging
Sales Conversations, Proposals and the Team
3 lessons
Module 6: The Messaging Guide and Keeping It Alive
Assembling the One-Page Messaging Guide
Rolling Out New Messaging Without Breaking Anything
Measuring Messaging and Keeping the Guide Current
3 lessons
Brand, positioning and messaging
Preview
Auditing your current message
Preview
Auditing your current message
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