Build Your Brand

What makes YOUR brand stand out from the competition? How do the unique characteristics of your brand come together to attract your ideal customers? If you don’t have answers to these questions – or, if you do, you don’t know how to translate this into content strategy – then it’s time to master your message!

At Keys&Copy, we help you develop a compelling, customer-focused brand messaging framework so you can create on-point and on-brand content every time.

The power of brand messaging

The power of brand messaging

Brand Messaging refers to the unique way that your brand communicates its core values, identity, and messages to your target audience. Not only does this include the tone and language used in your content, but also the brand’s personality and positioning in the market. 

A strong, well-articulated brand message allows you to build connections with customers, increase brand awareness, and differentiate your brand from its competitors.

The goal of Brand Messaging is to appeal to the unique needs, desires, and pain points of your ideal customer. 

Is brand messaging really that important?

Establishing your brand messaging is not just a creative exercise. It provides a strategic framework for ALL of your marketing going forward. With that, defining your brand’s “core” message – what it stands for and how – brings many business advantages.

So yeah, it’s pretty important!

Brand messaging empowers you to…

  • Show up consistently in your marketing, ensuring that customers receive the same coherent message no matter where they encounter your brand
  • Provide clarity to prospective customers. They are able to understand who you are, what you offer, and why they should choose your brand.
  • Stand out from competitors. It creates a distinction between your brand and “the other guys”.
  • Create an emotional connection. It has the power to evoke emotion and create a deeper connection with your audience.
  • Increase conversions, as customers are more likely to take action when they clearly understand the benefits of your brand.
  • Improve your ROI. Clear messaging can lead to more efficient marketing since you can allocate resources to the channels and strategies that best align with your brand message, reducing wasteful spending.

Define (or refine) your brand’s core message

Our IMPACT Core Messaging Framework is created to give guidance to your internal teams and external partners whenever content strategy is at play. This may involve revisiting your existing brand materials or starting completely from scratch. 

Together, we get down to the essentials of what makes your brand unique, what that means for prospective customers, and how that message is communicated to the market.

Define or refine your brands core message

Connect brand messaging to content strategy

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“Brand messaging” is more than just a collection of words that represent your brand (like “punchy”, “professional”, “funny” etc.) It also defines what pillars are most important to your brand, in terms of content strategy. 

In other words, what topics your brand cares about most, and in which spaces your brand needs to have a voice. Are there certain categories of keywords your brand MUST win on? Is your brand ranking for ALL of its Branded search queries? Our content strategy works to define these pillars for you and how they work into your content strategy.

Create copy guidelines for your brand

Create copy guidelines for your brand

Generate a list of editorial guidelines for your internal content team, freelance writers, and/or agency partners to establish consistency in your brand messaging. This includes things like Tone of Voice, your brand “Dictionary”, grammar and spelling requirements, and more. With that, there will be no question as to how to create an on-brand, fine-tuned piece of content on any platform.

content pillars

What’s next?

Establish your “must-win” content Pillars with the help of AI.

 A few notes from our happy clients


Working with Keys&Copy has been a wonderful experience for Visitor Queue. They are incredibly attentive, professional and flexible – qualities you want in a content agency. I have and would highly recommend working with them!

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Nick Hollinger

Visitor Queue


I have been working with Jessica on a handful of SEO projects and I’m impressed with her level of skill. She’s responsive, intuitive, and available! It’s nice to know the work will get done RIGHT the first time around!

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Ania McNamara

McNamara Marketing

Work with Us

Ready to get started on your SEO content project? Contact us to get a free estimate for IMPACT SEO and content strategy services.

Frequently Asked Questions

Brand messaging is important because it communicates what your brand does, who it serves, and what makes it different from your competitors. This goes beyond tone of voice or your brand mission but exemplifies what makes your brand unique and impactful. Every brand should develop their messaging in order to stand out and attract their ideal customers.

The “3 C’s” of brand messaging are Clarity, Consistency, and Connection. Clarity refers to the need for your brand messaging to be straightforward and easily understandable. Consistency refers to your capacity to keep your messaging consistent across all communication channels, such as your website, social media, advertising, customer service, or product packaging. And Connection involves creating an emotional or relatable bond between your brand and your target audience. Effective brand messaging should resonate with the values, aspirations, and needs of your customers.

Brand messaging and copywriting are two distinct elements of your brand’s communication strategy. Brand messaging encompasses the core ideas, values, and positioning of a brand. It defines what the brand stands for and how it wants to be perceived by its target audience. 

Copywriting, on the other hand, is the process of writing persuasive content with the goals of communicating your brand message and encouraging people to take action, such as making a purchase, signing up for a newsletter, or clicking on a link.

There are several steps to creating a successful brand messaging framework. At Keys&Copy, we follow this process:

  1. Define your brand’s identity, values, and unique selling proposition (USP)
  2. Understand your target audience’s needs, preferences, and pain points.
  3. Craft a clear and concise brand positioning statement.
  4. Develop key messaging pillars that support your brand’s identity.
  5. Create messaging guidelines, including tone, voice, and style.
  6. Ensure consistency across all communication channels.
  7. Continually adapt and evolve your messaging to stay relevant.

The time required to create a brand messaging strategy can vary significantly depending on various factors, including the complexity of the brand, the depth of research needed, the size of the team working on it, and the specific goals of the strategy. However, on average, it may take several weeks to a few months to develop a comprehensive brand messaging strategy.

There are many benefits to creating messaging guidelines for your brand. Overall, brand messaging guidelines are helpful for maintaining consistency and connecting with your target audience. Some benefits of brand messaging guidelines include:

  • Consistency: Guidelines ensure that there is a uniform and coherent brand voice and messaging across all communication channels.
  • Clarity: Guidelines provide clear instructions on how to communicate the brand’s identity, values, and key messages, preventing ambiguity.
  • Efficiency: Guidelines help streamline content creation by providing a framework, saving time and resources for marketing teams.
  • Alignment: Guidelines help align all team members and stakeholders with the brand’s vision and objectives, promoting a unified brand image.
  • Brand Protection: Guidelines safeguard the brand from inconsistent or off-brand messaging that can dilute its impact or harm its reputation.