Whatever industry you operate in, the connections you build and the partnerships you form are central to your commercial success. But before you send a LinkedIn request or introduce yourself at a networking event, have you considered what you’re really selling? It’s not just your products or services, it’s the story, personality and clarity behind your business and brand, and how effectively you communicate it.
Many brands don’t miss out because their offering is weak, they miss out because their message or brand appeal doesn’t quite hit the mark.
Getting your brand messaging right isn’t a one-off job. It’s a strategic journey. Think of it as stepping into a lift in a skyscraper… Each floor adds depth, proof and consistency on the path to ultimate credibility.
5 steps to brand messaging success
1. Ground Floor – The Elevator Pitch
You’ve just stepped into the lift with someone you want to impress – you have 30 seconds.
This is the message that defines your brand. It must be clear, sharp and instantly relevant. A tight summary of what you do, who you do it for, and the value you deliver.
But here’s the crucial question… Is everyone in your organisation delivering the same pitch?
Your team, partners and spokespeople should all be confidently aligned. Until they are, your brand isn’t truly ready to move up to the next floor.
2. Level 5 – Making an Entrance
When the lift doors open, you want your guest to be greeted by a welcoming tone, consistent design and clear signage – all of which align with the elevator pitch they’ve just heard.
Does the look and feel of your brand match your words?
From a brand messaging perspective this is three to five supporting statements (brand pillars) that back up your elevator pitch, defining your values, expertise and processes. These should be clearly displayed across your marketing (website, social media, digital marketing and printed materials). They must resonate and reinforce your defining message.
The design of your brand and all accompanying assets should encompass these messages through every creative touch point too.
3. Level 20 – The Executive Suite
You’ve invited your guest into an exclusive area, the messaging and creative is still consistent, but this time it’s tailored to your special guest. It must be relevant and focused.
Proposals, pitch decks and case studies should be adapted to speak directly to the target industry or individual that you want to engage with. Before you present to them, ask yourself – will they feel that I understand their world? If your messaging is too generic, you might struggle to gain trust.
4. Level 50 – The Data Hub
On this floor, polished surfaces give way to charts, data and proof that your brand delivers on its promises. It’s all about accountability and authority.
Testimonials, analytics and PR provide evidence of your brand’s reputation and reliability. Does your messaging include measurable results? It’s not just about what you say, it’s about what you can prove too.
5. Top Floor – The Sky Lounge
Everyone wants to hit the Sky Lounge – it’s the place where the views, the atmosphere, the service and the conversation all merge into one seamless, unforgettable experience. This is the goal for fully integrated brand messaging and design. It’s where experience meets emotional connection and genuine partnerships are formed.
Brand guidelines, tone of voice and content style, this is where your messages come together across copy, visual design, customer processes and company culture to create the actions that align with your words.
The credibility check – when a new connection makes their way back down in the lift (following a discovery workshop, website visit, proposal review), do they walk away feeling exactly what your brand promised?
When messaging is consistent, it creates trust, and ultimately wins new partnerships.
Discover more about how we can support your brand messaging
We distil your true essence and connect it to your audience in a way like no other. We use a tried and tested process that’s brought success to our clients for years, creating brands that work in the real world.
