here's how to establish a core marketing message

Operating your business with a clear direction instead of a reactive approach is a necessity that some companies tend to fall into the trap of (not us though duh). Not having a clear direction and goal can lead to scattered efforts and inconsistent results. To market effectively, businesses need to start with a solid foundation: set clear, measurable goals, define the core message behind their communications, and choose marketing channels that align with their audience and objectives. With these elements in place, every marketing action becomes more focused, strategic, and impactful. Here are 3 steps you can use to get your business where it needs to be:

what is your 'why'?

With anything that you do, especially in a business, it is imperative to have a “why.’ Start by saying what your business does: 

For example: 'we make X products' or 'we provide X services.'

Then ask yourself: 'why is it important?'

A hair salon might start with, 'we do hair.' Why? 'Because people feel better when they look good.' Why? 'Because it gives them confidence.'

The more you ask yourself 'why' the more you discover.  It’s kind of like peeling an onion to get to the real reason your business matters. That’s your real purpose, and from there, you can build a mission like, “We help people feel confident and happy.” With that in mind, your marketing becomes way more powerful, you’re not just selling a service, you’re speaking to what people actually care about and making further connections. 

keep it simple

Every strong brand needs two key messages: one that speaks to you, and one that speaks to your audience.

The internal message is your purpose, the reason your brand exists. It keeps you focused and gives your team something to rally behind. Back to the example of the hair salon, the stylists do what they do to make their clients feel as beautiful and confident as they are (that is their why). 

That’s where the external message comes in the tagline. This is what your audience hears, and it needs to speak to their emotions, not yours. Hair salons  don’t talk about competing with other salons. They say something like:  Simple, genuine, and relatable. Remember to stay true to your mission, just more focused on what the client feels. When your internal and external messages are aligned and you repeat that message consistently, that’s when your brand starts to stick in people’s minds.

update your profiles

Once you’re clear on what your brand is about (the message that connects with your audience) the next step is to apply it. Start with your socials, website, emails anywhere people can come across your business. The message should be easy to see and easy to understand, but not just for your audience—for your team too.

Proper communication can lead to positive results—whether they’re handling clients, writing content, or just representing your brand day to day. It’s all about consistency. Your message should come through in how you talk, how you look, and how you treat people. When you show up the same way across the board, your audience starts to feel like they know you and that’s where real brand loyalty starts. Of course, you can chase trends and see what sticks. But if you’re building something for the long run, a clear and consistent message will take you much further. 

ready, set, go!

Spring is the perfect excuse to shake things up and give your marketing strategy a fresh start. Remember to stay organized and have a clear direction—because let’s be real, just winging it rarely works.