Updated: Dec 21, 2020
A couple of weeks ago, I talked about why your brand matters, and how we can break it down into three basic categories: your message and mission, your visual identity, and your social media.
To recap, your message and mission should answer what, why, and who. Questions like what is your business? What are you selling? What are your values? Why are you in business? Why should consumers care? Who are you? Who are your ideal clients or customers?
I like to start with your messaging, because as a business owner, what you say matters. The things we say as business owners can start to define us over time, and in the age of the internet, the things we say last forever.
There are a few components you need to figure out in order to develop clear messaging:
Finding Your Niche
First, you need to identify your niche and ideal client. If you don’t know exactly who you’re selling to, how are you going to speak to them in a way that connects?
There are two ways you can start to identify your niche, or the ultra-specific market you're trying to target. If you already have some clients, take a look at what they have in common: Are they business owners? Do they have kids? Are they married? Young? Old? If you start to see some patterns, you'll know you've found your niche.
If you don't have many clients just yet, start imagining the type of clients you want. Are you trying to reach parents? Students? Business owners? Creatives? Influencers? Start brainstorming about the audience that what you're selling might resonate with the most.
To keep the messaging for your brand clear, keep your niche and your ideal client in mind when you're writing copy. Make sure they know what you're talking to them.
Defining Your Core Values
Right now, I want you to grab a piece of paper, or open the notes app on your phone, and write down the three to five key values that you stand for as a business.
Do you value hard work and integrity? Do you value work-life balance and self care? Are you committed to diversity, equity, and inclusion? Take some time to dig deep and really think about what you value the most. Write these values down, either in an internal document or somewhere that your clients can see, and let these values guide you in building your brand.
Like your niche, I want you to keep your core values in mind every time you write copy. This does a few things: first, it makes sure you're always writing copy that represents what you believe in, and keeps your copy consistent. Second, it helps you connect with clients who share similar values to you. And third, it holds you accountable to actually standing by those values.
Writing Your Mission Statement
A mission statement is exactly what it sounds like: a statement that represents your mission as a company. You'll want it to expresses three things: who you're selling to, what you're selling, and why.
For example, a draft of my mission statement might be "Jessica Tyler Creative helps entrepreneurs build strong brands to take their businesses to the next level," or "Jessica Tyler Creative is dedicated to helping entrepreneurs take their businesses to the next level by guiding them in creating stunning visuals and strong brands."
Your mission statement doesn't need to reiterate or directly state your core values, but you'll want to be careful that it doesn't contradict them, either. Take some time to brainstorm what might work as a mission statement for your business.
Tying It All Together
You have your niche, or the target audience you're selling to. You have your core values, which are the values that you hold close to your heart. And you have your mission statement, which defines your purpose as a company.
With these three key points, you have the building blocks to make sure your copy conveys a strong, consistent message that represents your business.
If you always keep in mind your niche, values, and mission statement, you're going to end up writing copy that forms a clear, cohesive message, strengthening your brand and elevating your business in the process.