How to Use Your Brand Message to Guide Content Creation
If your business feels scattered—your website says one thing, your social media another, and your blog something else—it's probably because you haven't got a brand message for your business.
Your brand message isn’t a mission statement. It’s the story that everything in your business is built on. It tells your audience who you help, what problem you solve, and how you make their life better. And once it’s in place, you’ll use it to guide nearly every piece of content you create.
Let’s walk through three specific areas of your business where your brand message should be guiding your content creation: your website, your social media content, and your blog.
1. Your Website Copy Should Reflect Your Brand Message
Your website is where people go to learn about your business. They’re not looking for a full résumé—they’re scanning for signs that you understand them and that you know how to help.
When you write your site based on your brand message, you're able to keep things on track. That means you’re not filling your homepage with fluff or adding copy that sounds good but doesn’t serve a purpose. Instead, you’re using your message to:
Stay within the guardrails of your business narrative
Focus your copy on your customer’s needs as they pertain to your products/service
Reassure visitors that you have a clear plan to help them succeed
Your brand message is the filter you use to decide what belongs on each page. The same problems you address in your message are the ones your homepage should touch on.
The results your customer will experience if they do business with you should show up in your product or service descriptions.
Your about section should reinforce why you’re the right person to guide your customer to success—not because you’re amazing, but because you get them. (Careful not to talk about yourself too much).
FAQ
Q1: Should I copy and paste my brand message directly onto my homepage?
A1: No. Your brand message should inform the copy, but the language should be adjusted for clarity and flow. Use it as a guide, not a script.
Q2: What if I have multiple audiences or services?
A2: Think of your brand message as an umbrella—a single, overarching message that defines what your business is about and how you help your audience. From there, you can create separate brand messages for individual services that speak to specific problems or outcomes. Each of those service-specific messages still lives under the umbrella of your main brand message, so everything stays aligned.
2. Use Your Brand Message to Keep Your Social Media Content Consistent
Social media is not a requirement for running a successful business. If you don't enjoy it, you can absolutely build your business without it—I did. That said, some people genuinely like showing up on social, and some businesses do see results from it. It all depends on your audience, your offer, and your personal bandwidth.
If you do use social media, a clear brand message will help you post with purpose. Instead of scrambling to keep up with trends, you can stick to the message your business is built on. And if you’re blogging (which I recommend), your blog posts should come first—you can always pull ideas, tips, and snippets from those to reuse on social.
Use your brand message to:
Clarify the kind of advice, insights, or encouragement your audience expects from you
Keep your tone and perspective consistent across platforms
Avoid veering into content that doesn’t relate back to the problems you solve
You don’t have to sell in every post. In fact, you shouldn’t. But you do want everything you share to reflect what you’re about and how you help.
FAQ
Q1: How do I make sure my posts don’t sound repetitive?
A1: Repetition is actually a good thing—especially on social. Most people need to hear the same message multiple times before it sticks. Vary your format (video, image, carousel, caption-only) and rotate through different parts of your message.
Q2: What if I run out of things to say?
A2: Go back to your brand message. It likely outlines several core problems your audience struggles with. Each one of those can become a series of posts. You can also repurpose blog content into bite-sized pieces for social.
3. Your Blog Should Prove That You’re the Go-To Person for What You Do
Blogging gives you space to go deeper. But if you’re not careful, it’s easy to drift into writing about things that aren’t aligned with your business goals. Your brand message should inform your blog categories. Keeping your blog content within the confines of the categories ensures you stay within the guardrails of your business.
When your message is working, your blog becomes:
A place where you solve real problems for the people you serve
A tool for building trust before someone even talks to you
A way to reinforce your authority in the specific area your message covers
Each blog post is an opportunity to help someone with something small—and point them toward the bigger solution you offer. If a post doesn’t connect to a product, service, or outcome in your brand message, it probably doesn’t belong on your blog.
FAQ
Q1: Can I write about topics outside my brand message if I think they’re interesting?
A1: In my opinion, no. If a topic doesn’t connect back to your brand message or support the products or services you offer, it likely doesn’t belong on your blog. There’s no point in bringing people to your site just to boost traffic—you want visitors who are part of your target audience and may actually want to do business with you.
Q2: How often should I reference my offer in a blog post?
A2: In my opinion, extremely rarely. I think your blog is a place to be generous, not to solicit business. That said, I do believe in making it easy for readers to take the next step if they want to. Including a sidebar or a tasteful promotion for your products or services on the page can make your reader feel like it's their idea to do business with you. Be accessible, but don't make the blog feel like a pitch.
Key Takeaways
If your business feels messy or inconsistent, don’t start by writing more content or making design changes. Start with your brand message.
Getting it right makes everything else easier. You won’t have to guess what to say or wonder if your content is doing its job. You’ll just say what you always say, in different formats—clearly, consistently, and in a way that resonates with the people you’re trying to reach.
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