What Is Messaging?
Messaging, also called Brand Messaging, for a business refers to how a brand communicates about itself to the public. This includes the words, the tone of voice, the unique value propositions, the problem(s) it solves, and the feeling someone gets when interacting with the brand. It’s the story of the business and how that story is communicated to customers. Your message is important. Your message should be clear, compelling and invite your customers into a story. At Hoffbeck + Co, we help businesses uncover their unique, impactful Message by creating a BrandScript and One-Liner.
+ What is a BRANDSCRIPT?
A BrandScript is a powerful story framework created by StoryBrand to help businesses identify their brand message. The StoryBrand BrandScript uses eight of the essential age-old components of story that nearly every successful and inspiring movie, book and business has used:
Character (ie: the customer) wants something
Character has a problem
Character meets a guide (ie: the business)
Guide has a plan
Guide calls the Character to take action
Guide helps the Character achieve success
Guide helps the Character avoid failure
Guide helps the Character achieve an aspirational identity
The reason these story elements are so important and must be used in a Brand Message is because they connect with how the human brain works. Human beings best understand, connect, and are compelled to take action when story is used.
We saw the power that a compelling brand story has, and it only made sense to take the steps to implement it for ourselves as well as help our clients do the same. In 2018, I (Mahla) decided to become a StoryBrand Certified Guide. I'm trained to help companies create their BrandScripts and One-liners as well as implement their message into all elements of their marketing. You can read more about One-Liners here.
+ Why is MESSAGING important?
Having an intentional Brand Message is important because it shapes how people relate to and connect with your business.
If you don’t craft and communicate a clear, focused message for your brand, you risk:
Being confusing
Using too much insider jargon
Talking about yourself too much
Not communicating the problem you solve (or even knowing what problem you solve)
Having an uninteresting story
Making it difficult for people to buy from you
Catching a boring story instead of crafting one worth being a part of
Your Messaging should be clear, compelling and unique to your business so as you communicate about your brand publicly people can easily understand what you do, how you can help them and how to buy. It should be consistent, cohesive and focused across all platforms and mediums of communication your business uses — from your website to your Instagram to your Google ads.
Every company needs brand messaging. It often goes hand-in-hand with branding (ie: logos, colors, etc… blog on Branding vs. Messaging coming soon), because the inspiration found when identifying your message can lead right into the branding design you want to be identified by. Yet, it’s not a requirement to redo your branding when you identify your brand message. If you find you want to knock both out at once, we can help with branding too.
+ What does a BRANDSCRIPT look like?
Here’s an example of a BrandScript for a mock company.
Business:
Seaside Escape - a renovated motel
Facts:
Small motel with just 10 suites
Located on the water in a quiet U.S. west coast beach town
Kept the 1950s charm and renovated to have high-end modern style and amenities including private spas with each suite
Adults only - target market is honeymooners and people celebrating engagements and anniversaries
Rooms go for $300-$500 per night
BrandScript:
1. Character (couple in love) wants:
A romantic getaway hotel
2. Character’s problem:
External problem: It’s hard to find a unique (non-“big box” hotel chain) adult only hotel on the water.
Internal problem: The external problem makes the character feel frustrated, disappointed and like they might just have to settle for the standard hotel option.
Philosophical problem: You ought to be able to get away with your special someone without having to leave the country for a one-of-a-kind adult only stay.
3. Character meets a guide (Seaside Escape, the motel):
Empathy: We understand you want a private, intimate stay where you can relax and escape with your person — without kids and the busyness of life bombarding you.
Authority: We renovated Seaside Escape in 2018 with the intention of creating a space for couples to be able to slow down and have everything they want and need accessible to them without leaving the motel. We’ve hosted over 100,000 guests. We’ve been featured on Discovery+’s Magnolia Network, the Today Show and Good Morning America. And we have hundreds of 5 star reviews.
4. Guide has a plan:
1 - Book Now
2 - Surprise Your Person
3 - Stay at Seaside Escape
5. Guide calls Character to take action:
Book Now
6. Guide helps Character achieve success:
Happy, rested and rejuvenated couple
Couple able to celebrate their special occasion in special memorable place
Couple experiences a dream getaway vacation
Vacation with no kids and no distractions
Convenience & amenities: Guests have everything they need on-site and no need to leave for their entire stay
Delicious food and great restaurants
7. Guide helps Character avoid failure:
Avoid boring, predictable hotel stay at a “big box” chain hotel
Avoid busy, noisy and chaotic big hotel
Avoid stay with lack of privacy
Avoid hassles and inconvenience
Avoid bad food
8. Guide helps Character achieve aspirational identity
Couple is able to be fully present and connected with one another.
Now Seaside Escape has a clear, focused and compelling story to share and invite their guests into. It’s a story that is unique to their hotel and ready to communicate everywhere the hotel communicates about what they do and what they offer.
The BrandScript is a tool for your marketing. It’s an internal resource for your business to use and pull story elements and pieces from for your copywriting and everything you communicate about your company.
Your message is important. It doesn’t matter if your company is ten years old or ten days old, the benefits of clarifying your message are substantial. It’s a great idea to pair a messaging project when you launch or refresh your website so you can make sure you are inviting your customers into a story worth being in.
Lastly, it’s valuable to note there is no perfect Message. Just like there is no perfect movie or book. It should and can be great! But there are likely several great stories that could be told about your company. Your job is to pick one that resonates with you and your customers and that stakes a territory in your customers minds' with how you can help them.
Your business needs a BrandScript. Check out our Messaging options HERE to see how we can help you craft a BrandScript and One-liner to help you better communicate about your business and what you do.
More soon,
Mahla Hoffbeck
Consultant + Partner
P.S.
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