Brand messaging and value proposition

The art of brand messaging is knowing what to say and how to say it. Simple – or so you might think.

Successful brands make an impact by reflecting on what they stand for. Then they say what matters, using precisely the right words.

We help you find the essence of your brand, and show you how to translate it onto the page. The result is a practical set of brand messages you can use across everything you write. Use these consistently and you’ll create conversations that convert, social channels that engage and customer support that connects.

Illustration showing copywriter looking at a cave walll painted with Sticky notes

Culture change

Language and culture.
Culture and language.

Words are at the heart of every company’s culture. We create brand voices that inspire and motivate. Clear, bold messages your team can relate to.

Illustration showing a copywriter and a schnauzers, each holding a speech bubble

Brand messaging that's easy to put into words.

The best brand messaging system is one your teams and agencies can use, simply and consistently. Yet so many attempts miss the mark.

We keep a clear commercial focus by bringing together business strategy, content strategy, brand language and culture change. Then we create brand messaging shaped around The Three Truths™.

The Three Truths™ process

It takes just four weeks to get to the heart of your brand, find your distinctive voice and bring it to life.



From in-depth research to a rapid discovery workshop with your senior team, we spend time establishing solid brand messaging foundations.



Using the insights from our discovery phase, we create your key messages and value proposition. To keep it authentic as well as logical, we check in with you at key points to make sure we’re never putting words in your mouths. 



Next we define the linguistic techniques that translate your messaging onto the page. Precise, inspiring advice that everyone in your business can put to good use,



Lastly, we give you words that deliver results. It could be a messaging framework to help you talk to prospects at different stages of your sales pipeline. Or a positioning statement that persuades wildly different audiences that you’re the right choice.

We do training too.

What's wrong with most brand messaging?

It's bland

"Cover the logo, and the content could've come from any of our competitors."

It's unusable

"Our brand guidelines offer next-to-no practical advice. Nobody knows what we’re aiming for."

It's a wild west

"There's no common voice. Marketing, customer service and HR all do their own thing."


Guides, videos and podcasts for people who love words.


The latest on the current affairs in content.

Case Studies

The breadth of our work is hard to put into words. But we did.

Your inbox needs BlackMail

Get fortnightly tips, finds and insights from the world of words. Described as "beautiful and succinct". Shucks.