Simple Clarity. Zero Overwhelm

If you’ve ever opened a blank document and tried to “figure out your brand message,” you already know how quickly it turns into an overthinking spiral. Hours disappear… and you’re still not sure what your brand actually sounds like.

Here’s the truth:
Your brand message is the heartbeat of your business.
It helps customers understand what you do, why you’re different, and why they should choose you, all within seconds.

And the good news? Your brand message doesn’t need to be complicated. It just needs to be clear, consistent, and focused on your customer. And yes, you can define it in just 20 minutes.

Below is the exact three-part framework to help you create a compelling brand message, quickly and confidently. Grab a timer and a notebook. Let’s go.

Why Your Brand Message Matters

Before we dive in, here’s why this matters more than your logo, colour palette, or fonts:

A strong brand message helps you:

• Stand out in a crowded market

• Communicate your value quickly

• Stay consistent across platforms

• Attract the right customers (and repel the wrong ones)

• Reduce overthinking, because your message becomes your North Star

Once this is clear, every piece of content becomes easier to create: your website headline, your bio, your sales pages, your social posts, everything.

Now let’s get into the framework.

PART ONE: Nail the WHO (Your Audience’s Pain)

Goal: Understand who you help and what they struggle with.
Time: 5 minutes

Most brands start by talking about themselves. Big mistake. Your audience only cares about one thing: themselves. To define your brand message, start with your customer’s world.

Steps:

i. Identify your ideal customer: Go beyond demographics, describe their state of mind.
Example: “An overwhelmed aspiring founder with an idea but no clear path to launch.”

ii. Name their core problem: What is the one challenge they’re dealing with that you can solve better than anyone?
Action: Write one sentence describing your ideal customer and their primary pain point.

PART TWO: Define the WHAT (Your Solution & Value)

Goal: Connect their pain to your unique way of solving it.
Time: 10 minutes

Your audience has options. So this section is all about communicating:

• what you sell

• how you solve their problem

• and what makes your approach different

Steps:

i. State your solution: Keep it simple: What do you sell? A coaching program? A SaaS tool? A template?
ii. Identify your differentiator: This is how you solve the problem differently from others.

Examples:

• No fluff. Everything is practical, simple, and doable.

• AI tools explained in a non-techy, human way

• A calming, supportive approach in an industry full of pressure.

Specify the benefit: What’s the transformation? Don’t sell features. Sell outcomes.
Example: Feature: “Unlimited revisions.”
Benefit: “Never waste money on a design you hate.”

Clarify your tone and personality: Your tone shapes how people experience your brand.
Examples:

• warm, clear, practical

• bold, energetic, direct

• calm, thoughtful, strategic

Action: Write three bullet points:
✔ Your Solution
✔ Your Differentiator
✔ Your Primary Benefit

PART THREE: Craft the WHY (Your Core Message)

Goal: Pull everything together into one clear brand message.
Time: 5 minutes

Now pull everything together, combine everything you’ve crafted in Parts One and Two.

Formula:

We help [WHO] achieve [RESULT] using [DIFFERENTIATOR/SOLUTION].

Example: “We help overwhelmed aspiring founders go from idea to launch using simple step-by-step prompts that make the process fast and stress-free.”

Action: write your one-sentence brand message. Then ask yourself:

• Is it clear?

• Is it unique?

• Is it valuable?

If your competitor could say the same thing, revisit Part Two.

Final Thoughts: Your 20-Minute Brand Message Is Ready

This isn’t your final tagline. It’s the core truth your brand must communicate, through your website, your social media, your content, and every sales conversation. And remember: Your brand message is a living document. It will evolve as your business evolves. What matters is that you have clarity today, not someday.

Once you’ve defined your message, you’ll find everything else in your business becomes easier: decisions, content creation, positioning, and even confidence in how you talk about what you do.

Want to make this exercise even easier? I’ve created a 20-Minute Brand Message Template. A fill-in-the-blank template that guides you through each step.

Request a copy of this template today using our contact form HERE