Is It Too Soon for a Brand Message Strategy? (Or Way Overdue?)
Your brand message is the clear, strategic story that shapes everything your business says and does. When developed as part of a strong brand message strategy, it creates the foundation for every piece of communication and marketing in your business.
Yet many business owners wait too long to define it, thinking they’ll figure it out as they go. Spoiler: they usually don’t.
Whether you're just starting out or you’ve been in business for years, the right time to define your brand message is probably right now.
In this post, you’ll learn what a brand message is, why it’s essential to your success, and what to do if you’ve skipped this step (so far).
Why Your Brand Message Should Come First
Your brand message is the first strategic step in building a business. It sets the tone for everything that follows—from the words on your website to the way you introduce yourself at a networking event.
Once your brand message is clear, everything else becomes easier:
Writing blog posts
Creating social media content
Pitching your services
Designing your website and visuals
Connecting with your ideal audience
Making decisions about growth, offers, and priorities
When done correctly, your brand message becomes a powerful internal tool. You can hand your messaging guide to your team, virtual assistant, or anyone helping you in your business, and they’ll all be on the same page, following the same script. That kind of alignment creates consistency—and consistency builds trust with your audience.
FAQ
Q1: What exactly is a brand message?
A1: A brand message is a clearly defined narrative that explains who you are, who you serve, what you do, and why it matters. A solid brand message strategy ensures that this narrative is consistent, focused, and aligned across all platforms and touchpoints, helping people instantly understand your business.
Q2: Do I need a brand message before I launch?
A2: Yes. Even if it's a basic version, having a brand message before you launch gives you direction and consistency. It doesn’t have to be perfect, but it does need to be clear.
Signs You're Missing a Brand Message
If you’ve already been in business for a while and never paused to define your brand message, you're not alone. But you might be experiencing these side effects:
Disjointed or inconsistent messaging
Feeling stuck every time you sit down to write or market
A website that no longer represents your business
Difficulty explaining what you do or who you help
Frustration with how you appear online or in conversation
Does the phrase "throwing spaghetti at the wall and hoping something sticks" resonate with you? That’s a clear sign your brand message strategy is either missing or unclear—and it's costing you time, energy, and traction.
FAQ
Q1: Can I still fix this if I’m already in business?
A1: Absolutely. In fact, while the perfect time is before you do anything else in your business, the next best time is now to define your brand message. It's never too late, and the clarity you gain will make your next steps more strategic and aligned.
Q2: Do I have to redo my website after clarifying my brand message?
A2: Probably. And that’s a good thing. When your message is sharp, your website can finally reflect who you really are and what your business offers.
What Happens When You Wait Too Long
Many business owners delay creating a brand message because they’re focused on building their website, launching offers, or figuring out social media—none of which are producing the results you hoped for. Why? Because without a clear brand message, those efforts lack focus and consistency.
But waiting too long can create costly confusion—not just for your audience, but for you.
Here’s what tends to happen when you skip this step:
You rewrite your homepage 10 times and still hate it
You keep changing your elevator pitch
Your offers start to feel random or misaligned
You’re constantly second-guessing your content
Your audience doesn’t know exactly what you do—or why they should care
The longer you wait, the more work you create for yourself. That’s why defining your brand message early (or as soon as possible) can save you from backtracking, rebranding, and burning out.
Why This Is Hard to Do on Your Own
Here’s the truth: even the experts struggle with this. I know because I do this for a living. My team and I help clients clarify their brand messaging all the time, and we do amazing work—but when it comes to doing it for ourselves? We hit the same roadblocks.
That’s because it’s nearly impossible to see your own business clearly from the inside. You need feedback. You need fresh eyes. You need someone to help you sort through the noise and pull out the gold.
While it may require an investment to get help with this, the peace of mind and clarity it brings is worth every penny. Your brand message influences every single thing you do in your business—from how you talk about your work to how quickly you gain traction. When you define it well, it becomes the springboard for faster decisions, more aligned content, and a smoother path to growth.
FAQ
Q1: Should I hire someone to help with my brand message?
A1: If you're stuck, yes. A professional can help you move faster and avoid going in circles. The right support can be a game-changer.
Q2: What if my business changes after defining my brand message?
A2: It probably will. That’s normal. Pivoting isn’t a sign of failure—it’s a sign that you’re growing and refining. Defining your brand message helps you pivot with purpose instead of confusion.
Key Takeaways
If you’ve never taken the time to define your brand message, there’s no better moment than now. It will give you clarity, direction, and confidence in every part of your business—and yes, you may need to tweak (or completely redo) some things. That’s not a setback. That’s a transformation.
Want help? Check out the Resources page on my website for tools that can get you started.
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