How to create brand messaging that attracts your perfect clients

Written by
Pensight
October 25, 2022

Brand messaging gets your audience excited about your offer and sets you apart from your competitors. It is how you speak to your audience’s heart and what makes them choose YOU from all the other hundreds of coaches available. 64% of clients resonate with a brand due to shared values, and this is even more important in the coaching industry, where you need to be understood to build trust and attract soul clients. 

Our podcast guest, Joanna, is a Business Coach and Brand Messaging Activator  that helps coaches get clarity on their unique brand messaging so they stand out in crowded niches and attract their perfect clients. 

Tune in here to listen to Joanna demystify brand messaging and how to get it on point; identify symptoms that show problems with your messaging and give tips on finding your mission and purpose.

What is brand messaging?

Let’s start with what brand messaging is NOT: the copy. Or at least not only. A frequent mistake is believing that brand messaging is what we write on our blogs, webpages, or the content in general. This is very important, but it is only a part of your brand messaging. Joanna defines brand messaging as

“the expression and articulation of your unique brilliance: who you are, who you serve, and what you do”


It should appear in all your messages across all channels. 

To define your brand messaging, you should start by asking yourself two questions:

  1. What is your unique brilliance?
  2. What creates joy and ease for you?

The aim is to create alignment and value through attraction marketing: creating a strong message will do part of the work for you in generating leads and building brand loyalty.

For your brand message to work wonders for you, the alignment needs to be backed up by the two components of expression: brand mission and brand stories. These refer to the energy you put into the world. If you are purpose-driven and realize the value of your offer, then the process of making a sale should be natural and authentic and shouldn’t at all feel forced. One noteworthy mention is that your mission today might not be the same as your mission in 6 or 12 months. We evolve, and it’s only natural your mission grows with you. To get more clarity on how to master messaging and delivery, check out this amazing resource.

How to start with brand messaging?

You’ve guessed it right! To nail your messaging, you need to start with yourself, regardless of whether you are a beginner or a more experienced coach. Depending on your development pace, you should have a self-reevaluation every 6 or 12 months.

The process should follow the five aspects of your unique brilliance represented by the brand EPICS anagram:

The five areas describe how you should show up in your business, what your brilliance is, who you should be working with, how you should be working, and what you should be teaching, respectively. Please don’t take this process lightly; it can be profound and confronting, and you need to be prepared for it.

Let’s analyze the first one: Experience. It shows how you’ve gained experience through your workplace or personal life. But watch out, there are two mistakes people frequently make: they either underdo it or overdo it. On the one hand, underdoing an experience is when you disregard something relevant to your business. A great example is being a parent. By assuming this role, you develop exceptional skills which help you relate to your clients and express yourself better.

On the other hand, overdoing an experience is when you transpose everything you learned and used in one experience into the next without filtering it to see if it fits the context. Here you can think of coming out of a corporate job and wanting to transpose everything into your business. Not everything will successfully work, you will attract the same clients you used to collaborate with before, and it might even take the joy out of your business. Thus, you should balance who you used to be and want to be in your new business.

How to identify when there’s a problem with messaging

Two types of problems can arise if your messaging is not on point: tangible and intangible. It is equally important to find and address both of them. Examples of tangible issues include audience growth with still or declining conversions, collaborating with clients that are not energizing or investing money into ads but not getting a return. Intangible issues refer to when you do not feel aligned with your business anymore and when your heart is not attuned. 

Like many other coaches, Joanna's client was surrounded by people who have worked in the same business area their entire career, while she has been changing roles a few times. So she reached the point where she felt unable to coach them because they were experts in their area while she wasn’t. She did the brand EPICS exercise and realized that her career moves were about creating freedom for herself: she would change jobs and business areas to create different levels of freedom in her life. Once she realized her mission was about freedom, she overcame the irrational fear of not being good enough and found her energy again.

After mastering messaging, you’re ready to start thinking about how you spread the word. Get guidance on how to create powerful ads that drive your sales up here and these helpful 100+ marketing tools for digital marketers. 

How to figure out your mission, purpose, and stories

As you’ve seen, figuring out your messaging and mission is a continuous and lengthy process, but there are some tools to help you with it. You can read about them, but you should adapt them, so that they work best for you.

The first one is meditation. It will let you quiet your mind and let intuition talk to you. If you’re a beginner or have tried it before and found it daunting, try to keep it short. Doing five minutes of focused meditation and breathwork can work wonders. Don’t force yourself to do 1-hour long meditations if you find yourself writing emails and building shopping lists in your head. Find what works for you and use it! 

Pro tip: It is okay for your mind to wander, especially if you’re a beginner. The trick here is to recognize it and bring it back. Be gentle with yourself.

The second one is journaling. One great question you can start with is, “What is going right for me now?” It will boost your feeling great about your day and work as it brings feelings of gratitude and appreciation. It changes your vibration and frequency  to attract great things into your life. 

Pro tip: Lean into being and not into the results. Enjoy the process and everything good it offers: from a nice cup of coffee in the morning to have a good discovery call with one of your clients.

Now that you’ve got your messaging on point, it’s time to take another look at your high-ticket coaching offer. Mimi explains in this blog article the 7 key steps to structure your offer.

That’s it! Check our part 2 and remember: you are uniquely brilliant, so let your light shine through your messaging!

This is just a summary of our discussion with Joanna. To hear all the tips and strategies shared, check out the entire conversation on your favorite podcast app or YouTube

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