Why brand messaging should come before your website
If you’ve never worked with a copywriter or marketer before, you might be wondering: How does this actually work? Why are we starting with something called a “messaging development guide” instead of jumping straight into writing my website?
Totally fair question.
When we kick off a project, I don’t just ask you what pages you need. I ask you to fill out a brand messaging guide—basically, a thoughtfully structured document that helps clarify who you’re talking to, what makes you different, and how your business sounds when it’s truly in its own voice.
It’s not busywork. It’s the foundation of everything that follows. Because without strong brand messaging, your copy won’t land—and your audience won’t connect.
Brand messaging 101
Think of brand messaging as the emotional and strategic core of your business. It’s what you say, how you say it, and why it resonates with the people you’re trying to reach.
Strong brand messaging reflects:
- Your values
- Your tone and style
- Your audience’s real concerns and desires
- Your unique approach or point of view
When this isn’t clear, your website, emails, and even your social content start to sound generic. And in industries like therapy, coaching, and consulting—where so many websites already sound the same—that’s a huge missed opportunity.
Why brand messaging matters (especially before writing your website)
Most people start with their website when they think about marketing their business. But without clear brand messaging, you’re essentially designing a house without architectural plans.
You might end up with something that looks nice—but if it doesn’t speak directly to your ideal client’s needs, fears, and goals, it won’t convert.
Joanna Wiebe of Copyhackers explains it best:
“People don’t buy when they understand you. They buy when they feel understood.”
And that’s the whole point of good brand messaging. It helps your ideal client see themselves in your words—and trust that you get them.
You can’t be strategic if you sound like everyone else
Let’s be honest: many websites in the wellness and personal development space sound... kinda the same.
Phrases like:
- “I hold space for your transformation.”
- “You deserve to live your best life.”
- “I’m here to support your growth.”
These aren’t wrong. But they’re not you. And they’re not helping your audience understand what makes your coaching, therapy, or consulting work different.
Michael Zipursky of Consulting Success says:
“If you’re saying the same things as everyone else, there’s no reason for someone to choose you.”
That’s why brand messaging is more than just tone—it’s your differentiation strategy. It’s how you stand out in a sea of sameness.
What’s inside a brand messaging development guide?
Here’s a peek at what we dig into when we create your brand messaging together:
💬 Your ideal client
Not just their job title or demographic info—but their emotional state, their late-night Google searches, and what they’ve already tried that hasn’t worked.
🧠 Key pain points and language
We look at what your audience is struggling with, how they talk about it, and what they want instead. This is where your messaging starts to sound like them (not just you).
✨ Differentiators
What makes you meaningfully different from others in your space—not just your credentials, but your approach, your values, and the way you help people feel.
🎯 Messaging pillars
These are the big ideas your brand stands for. Think of them like your go-to talking points—the ones that should show up everywhere from your homepage to your social captions.
🎙 Brand tone and personality
Are you calm and professional? Bold and cheeky? Warm and intuitive? We define your voice so everything you write (or we write together) feels unmistakably you.
❓ Objections and hesitations
What might make someone hesitate to reach out? We surface those and build your messaging to gently address them—with honesty, not pressure.
It’s not just for now. It’s for everything that comes next.
One of the biggest perks of creating strong brand messaging is that you can use it everywhere:
- Your website copy
- Your email welcome sequence
- Your Instagram captions
- Your podcast interviews
- Your intake forms or onboarding emails
It becomes a living document you can return to anytime your messaging feels fuzzy—or when you hire someone else to help with your marketing and want to make sure they “get it.”
Brand messaging is strategy—not just words
One of the biggest misconceptions about marketing is that strategy means “which platform should I use?” or “should I be on LinkedIn or Instagram?”
But those are tactics.
Your brand messaging is the strategy behind all those choices. It answers questions like:
- What does my audience need to hear before they feel safe reaching out?
- What stories or beliefs are they carrying that I need to gently address?
- How can I clearly express my value in a way that makes someone say, “Yes, this is exactly what I’ve been looking for”?
The bottom line
If you’re thinking, Do I really need to do this first?, my answer is: only if you want your copy to actually work.
Your website can be beautiful, but without strong brand messaging underneath, it won’t feel personal. It won’t convert. And it definitely won’t stand out.
But when your messaging is clear, intentional, and rooted in your actual voice—it builds connection. It builds trust. And it helps the right people find you and know they’ve found the right fit.
So yes, we start with brand messaging. Always.
And it’s one of the most valuable things you can have in your business toolkit.
Want to develop your own brand messaging guide?
Click here to get started—I’ll take it from there. ☕✨
