How to Use a Brand Messaging Framework

Creating a brand messaging framework is great fun, but it’s fun with a purpose. Every single aspect of your messaging can and should be put into practice to improve brand awareness, generate demand, and key performance indicators (KPIs) like clicks and conversion rates.

Here’s how to do it:

01

Baseline your KPIs. Before you make any changes to your messaging, take stock of where you’re at with whatever metrics have the biggest impact on your business’ success.

02

Test your messaging with short-term, measurable tactics. We like pay-per-click ad campaigns for this purpose.

03

Measure, tweak, repeat. How are those PPC campaigns performing with your new messaging? Better? Double down. Worse or neutral? Keep going until you do.

04

Roll out your new messaging on your website, your social media profiles, your sales scripts and materials, and any other foundational communications platforms.

05

Extend your messaging into your broader marketing strategy. Keep evolving that pay-per-click (PPC) ad creative and landing pages; align your content marketing campaigns; create a new “About Us” video; and so on.

While your messaging framework should be a living document that changes over time, be careful not to be too reactive. Balancing long-term discipline with data-driven optimization will help you get the most traction from your new messaging.