How to Write a Brand Messaging Framework That Actually Resonates

If you're a small business owner or creative founder, chances are you've heard the term brand messaging framework tossed around. But let’s be real; between running the day-to-day and juggling all the hats, it can feel like one more thing to check off the never-ending to-do list.

Here’s the truth: your brand messaging isn’t just words on a page. It’s the foundation that helps people understand who you are, what you do, and why they should care. When it’s clear and aligned, everything else flows: your content, your marketing, your connection with the right people.

So how do you write a messaging framework that doesn’t just sound good on paper but actually resonates with the people you want to reach? Let’s break it down.

Step 1: Get Grounded in Your “Why”

Before you write a single word, pause and reconnect with your why.

Ask yourself:

• Why does this business exist beyond making money?

• What problem are you solving?

• What change do you want to make?

Your purpose becomes the emotional thread that runs through everything else. It's what people buy into, not just what you sell.

Step 2: Define Your Core Brand Pillars

These are 3-5 key truths about your brand - your unique lens on what you do. Think of them as your brand’s values or belief statements.

Examples:

• We believe marketing should feel good, not overwhelming.

• We value clarity over complexity.

• We build with intention, not just for aesthetics.

Your pillars help anchor your message and keep your content cohesive.

Step 3: Clarify Your Audience

Resonant messaging meets your audience where they are.

Think about:

• What do they value?

• What are they struggling with right now?

• What support are they seeking?

If you’re talking to everyone, you’re resonating with no one. Get specific - your people will feel seen.

Step 4: Craft Your Key Messaging Statements

These are the core elements that show up everywhere - from your website, to your social captions, to your pitch deck.

Here’s what to include:

• Mission Statement: What you’re here to do.

• Vision Statement: The future you’re helping create.

• Brand Promise: What people can expect when they work with you.

• About Statement: A short, clear explanation of who you are and who you support.

• Tagline or Mantra (optional): A memorable line that captures your vibe.

Tip: Keep it human. Say it like you would in conversation, not corporate-speak.

Step 5: Find Your Voice

Your brand voice isn’t just what you say, but how you say it.

Are you warm and grounded? Bold and cheeky? Calm and insightful?

Once you define your voice, infuse it into every touchpoint so your brand feels consistent and trustworthy, whether someone’s reading your email, IG caption, or About page.

Final Thought: Clarity Creates Connection

When your message is clear, aligned, and rooted in your values, it naturally attracts the right people. You don’t have to shout to be heard. You just have to say the right things to the right people in a way that feels like you.

If you’re feeling stuck or overwhelmed, you’re not alone. I support founders every day through brand messaging and marketing strategy that feels doable, aligned, and impactful.

Want support building your own messaging foundation?

Let’s connect → Set up a complimentary discovery call to get started.

Warmly,

Lara Gould, Founder