Writers at ProofofContent.com say, in a post about brand messaging:
‘Here are some dos and don’ts when it comes to brand messaging.
‘Keep it concise: Capture your audience’s attention by delivering your brand message concisely and memorably. Use powerful and impactful language that cuts through the noise.
‘Highlight your uniqueness: Define what sets you apart from anyone else. Emphasise the unique benefits or solutions you offer to showcase your true value.
‘Make it customer-centric: Focus on your audience’s needs and desires. Craft your message to address their pain points and demonstrate how your brand provides solutions.
‘Evoke emotions: Create an emotional connection by incorporating storytelling and appealing to your audience’s emotions. This helps build a strong bond and makes your message more memorable.
‘Align with your brand’s tone and personality: Ensure your message reflects your brand’s unique personality, tone, and voice. Consistency in messaging helps build brand recognition and strengthens your brand identity.
‘Avoid vague language: Avoid using generic or flowery language that doesn’t communicate your brand’s value. Be precise when describing what you offer and how it benefits your customers. There’s no point calling yourself a “purveyor of worldwide experiences” when a “travel agent” will do!
‘Don’t overcomplicate it: Steer clear of technical jargon or intricate terminology that could potentially make your audience more confused.
‘Steer clear of empty claims: Back up your brand message with tangible evidence. Avoid making exaggerated claims without providing substance or proof of your brand’s capabilities.
‘Don’t get lost in the crowd: Highlight everything that makes your brand unique and avoid using generic statements that could also apply to your competitors. This is where a Key Messaging strategy is worth its weight in gold.
‘Don’t be inconsistent: Ensure your brand message remains consistent across all touchpoints. Inconsistency can create confusion and dilute the impact of your messaging.’
Keep it real
There’s more that I would add to this, but most of it would revolve around the center idea that you need to know yourself first, and well, and what you can offer, and where you don’t want to compromise, before you get into creating offers to then put brand messaging around.