Messaging guide and website copy
A messaging guide is a strategic document that clearly defines what a company wants to say across all touchpoints.
It captures a brand’s core story, key messages, proof points, and tone of voice, ensuring consistency whether you’re speaking to customers, partners, or employees.
The benefit?
No matter the size of the company, a messaging guide builds clarity, alignment, and confidence. It helps teams stay on the same page, strengthens brand credibility, and makes every communication more effective and impactful.
Objective
Craft empathetic brand positioning and create a tone of voice with key messaging and distinct proof points for a newly established estate clear-out company. This messaging should resonate with clients navigating sensitive transitions like downsizing due to the loss of a loved one, positioning the company as a trusted, professional partner.
A Phased Approach
During the discovery and research phase, we conducted interviews with the founders, analyzed competitors in the estate clear-out industry, and researched customer pain points during estate transitions to uncover emotional and functional needs.
Brand positioning development: Defined the brand’s Vision, Mission, and Values around care, efficiency, and reliability, highlighting expertise in handling estate transitions with sensitivity and professionalism.
Messaging framework creation:
Tagline: Created a tagline that clearly communicates the company’s value proposition: providing seamless and compassionate estate clear-out services that alleviate stress and create peace of mind.
Key messages: Tailored for various client segments such as families, executors, and real estate professionals, focusing on personalized service, attention to detail, and careful logistics handling.
Website copy: Developed from the brand positioning, key messages, and website wireframes, ensuring the right tone of voice and clear information to set client expectations.
Elevator pitch: Crafted sharp pitches and clear communications for launching the new company, adaptable across multiple audiences and scenarios.
Messaging guidelines: Developed a comprehensive guide emphasizing empathy, professionalism, core messaging pillars, and adaptable proof points for website, social media, and marketing materials.
Website copy: Drafted clear, compelling copy that speaks directly to the target audience and prepares the company for its launch.
Conclusion
The newly crafted brand positioning and messaging guide establish the company as a compassionate and capable partner during challenging life transitions.
Solidifying key messages and tone of voice enabled the development of website and social media copy that effectively communicates with the target audience, positioning the company for a successful launch.
Credits
Eileen Riestra, Robin McLoughlin
