Keep your brand on message with this simple cheat sheet

Keeping your brand messaging consistent across all your marketing channels isn’t easy. And the bigger the team working on the content, the harder it becomes. With so many people involved in creating content, staying on-brand can be a challenge. Even if you’re a solopreneur who writes all the content for your brand, your messaging can fall out of alignment with your core proposition.

Consistency is the goal but without the right tools in place, it’s easy to miss. In this blog, I share a simple way to kick goals with your brand messaging – a cheat sheet of sorts. All it takes is a single page (okay, maybe two pages).

Why consistent brand messaging matters

When what you say and how you say it looks different from one post or channel to another, it can not only confuse your audience but also lose their trust.

That’s why consistency is key. It builds trust. The kind of trust that encourages customer loyalty – a steady foundation to grow your business.

With every interaction reinforcing your unique voice and values, you’re constantly reminding customers why they choose you over others. It nurtures the emotional connection they have with your brand. And when you deliver on your promise, they may even go from loyal fans to proud advocates.

The role of brand voice

It all sounds ideal but how can you make sure you stay on-brand with every touchpoint? By defining your brand voice.

I talk more about brand voice in my blog post on how to keep your brand message consistent. For this post, I’ll distil it to this – your brand voice is the embodiment of your brand values, personality, positioning and story. From the content you create to how your customer service team responds, your brand voice unites every expression of your brand under one cohesive identity.

Once you define your brand voice, it’s usually documented in something called a brand voice guide. It covers each element of your brand voice, including what it looks like in practice. The brand voice guide is an essential part of your broader brand strategy and a piece of your marketing puzzle. But it can be a pretty large document with a lot to sift through. And if it’s inconvenient and time-consuming for people to reference when creating content, it’s likely to be ignored.

Defining and documenting your brand voice is just the start. You need a way to bring it to life and make it accessible to everyone involved in creating content and shaping your customer experience. That’s where the brand messaging matrix comes in.

The cheat sheet you didn’t know you needed

A brand messaging matrix is an easy reference cheat sheet to help anyone creating content stay on-brand and on-message. It’s a simple tool that keeps everyone aligned and provides guidance at a glance. With this in your back pocket (or more like at your work desk), you can maintain a cohesive brand voice and message.

With a brand messaging matrix, there’s no need to mine through a chunky brand voice guide as you write. It distils the core elements that define your personality and overarching value proposition into bite-sized guidelines.

Crafting your brand messaging matrix

Your brand messaging matrix is a summary of the contents of your brand voice guide. So, pulling it together shouldn’t be a headache. Here’s what to include:

  • Brand one-liner or tagline: this is a punchy one-sentence summary that gives people an immediate taste of your brand promise. It answers the question “What does your brand do and how does it add value?”
  • Brand promise: this articulates the core benefit or transformation that customers can expect when they use your products or services. What does your brand strive to deliver for them?
  • Core value proposition: this is your brand’s unique selling points and key differentiators in the market. What makes you stand out from competitors? What specific problems or needs do you solve in a meaningful way?
  • Benefits you deliver: describethe tangible and emotional benefits of your products/services or brand experience. How do you improve customers’ lives?
  • Key messages: a handful of high-level messages that support your positioning and value proposition. These can act as overarching thought-starters for all your content and communications. You can also craft specific messages for each product and/or service you offer.

Clearly defining and documenting these components should help give your team a simple roadmap to creating compelling, on-brand content every single time. To get started and DIY, download my free brand messaging template.

Ideally, the brand messaging matrix would fit one page, but your brand may have a lot to say and a lot to offer. It’s best to keep it to no more than two pages so it maintains its easy reference quality.

Making it stick

Now if you want to make the most of your brand messaging matrix don’t keep it to yourself! Share it internally and with any other external content creators you work with. Better yet, organise a workshop or training session to get everyone across it. You could even put its practicality to the test. Use a portion of the session to allow the team to practice writing content while referencing the matrix.

Putting the matrix into action helps them better understand how to apply it consistently across campaigns, deliverables and customer interactions.

Having a clear, simple messaging matrix goes a long way to drive brand consistency. Ready to show up with a cohesive brand voice and message? Contact me and let’s create your brand voice guide and messaging cheat sheet!

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