If you’re constantly explaining what you do, or your message feels all over the place, you’re not alone.
Service providers, creatives, and entrepreneurs like you often spin your wheels trying to communicate your brand’s value.
Exhausting, right? But here’s why…
There’s no clear brand message.
And that’s where a brand message playbook comes in. This isn’t just another fancy marketing term. It’s the single most important tool you need to simplify your story, attract your dream clients, and keep you consistent.
Let’s break it down step-by-step (without the overwhelming fluff) so you can show up confidently—and connect with the people you’re meant to serve.
What is a Brand Message Playbook, Anyway?
Think of it as your brand’s blueprint—holder of all the details of who you are, what you do, who you do it for, and why that matters. Every word inside reflects your vibe, so you always sound like you, whether you’re posting on Instagram, hopping on a discovery call, or launching a new offer.
Without a playbook you’ll keep guessing. You’ll keep tweaking. And worst of all, you’ll lose the people who need your help!
Here’s how you can stop the madness and create a solid playbook, starting today.
Step 1: Define Your Core Message
This is the beating heart of your brand. Ask yourself these questions and write it down:
- What do you really do? (Not just your job title.)
- Who do you help?
- What specific problems do they face that keep them up at night?
- How does their life or business transform when they work with you?
Keep it simple. For example:
“I help small business owners grow their audience and sell their offers through simple yet powerful email strategies.”
Boom. Clarity.
Step 2: Nail Your Brand Voice
How do you want to sound? Fun and quirky? Thoughtful and calming? Picture yourself talking to your dream client in person. Is your tone casual, heartfelt, or sassy? Lock that in.
Pro tip: Write down a few “do’s and don’ts” for your tone.
- DO use contractions like “you’re” or “it’s.”
- DON’T toss in fancy words you wouldn’t use in real life.
Step 3: Map Out Your Messaging Pillars
These are the big themes you want to be known for. They make your message stick. Some examples could be:
- Solving [specific problem] for [specific audience].
- Your unique process or approach.
- The powerful transformations your clients experience.
Everything you create—blogs, social posts, even sales decks!—should tie back to these pillars.
Step 4: Draft Your Tagline
Your tagline is your elevator pitch boiled down to one punchy sentence. Think clarity over cleverness. A great formula?
I help X (your audience) achieve Y (their goal) without Z (the pain they want to avoid).
For example:
“I help photographers book more clients without spending a fortune on ads.”
Your tagline should make people nod their heads and think, “That’s EXACTLY what I need!”
Step 5: Build Out Key Components
Now, it’s time to organize. Your final brand message playbook should include these must-haves:
- Your Core Message (Step 1)
- Your Brand Voice Guidelines (Step 2)
- Your Messaging Pillars (Step 3)
- Your Tagline (Step 4)
- Your Dream Client Description (Who they are, and what they need from you.)
By having everything in one place, you can whip this out whenever you’re writing copy, coaching clients, or strategizing for your next big launch.
Why You Can’t Put This Off Any Longer
Because if you’re winging it every time you describe your business, you’re missing out on clients who are ready to pay you right now.
A solid brand message saves you time, stress, and endless facepalms over “Why isn’t this working?”
But I get it.
Writing your own playbook can feel like a giant ball of confusion, especially when you’re in the weeds of your own business.
I help service providers, creatives, and entrepreneurs (like you!) create brand message playbooks that feel so true to you, they could practically talk back. The result? The right people will finally hear you, trust you, and book you.
Ready To Stop Guessing?
You don’t have to figure this out alone.
If you’re tired of feeling invisible and ready to build a message that makes selling feel effortless, schedule a free call with me today.
We’ll work together to simplify the messy, nail your brand voice, and transform your message into one that truly connects.
No more playing small. No more guessing games. It’s time to create a brand that people can’t ignore. You in?
Eva
