Does your brand message resonate with your audience?
If you’re like most businesses, you want your messaging to hit home with potential customers. A great message creates:
- More engagement
- Better conversions
The problem?
Most brand messages blend into the noise and get ignored.
Your brand message is what separates you from the pack. Without it, you just won’t convert.
This guide reveals the biggest reasons why brand messages fail… And how to fix them FAST.
Let’s jump in!
What you’ll learn:
- Why Brand Messaging Is MORE Important Than Ever
- The 4 Reasons Your Message Isn’t Converting (With Examples)
- How To Fix Your Brand Message TODAY
Table of Contents
Why Brand Messaging Is MORE Important Than Ever
A brands messaging is the pillar upon which every other marketing decision is made. Does someone scroll past your post or stop and read it? Your messaging is what makes that decision.
Thing is…
Research proves this point. In a recent study, 81% of consumers say they need to trust a brand before considering their products. Your brand’s messaging is where that trust starts.
But there’s more to it…
Social media has completely transformed how people find brands these days. In fact, 58% of consumers learn about new businesses from social channels alone. Your every Instagram caption and Facebook post is shaping your brand’s image.
For this reason alone, working with a brand consultant that specializes in social media discovery can be extremely beneficial for your business. Check out Magnetic Mind Studio for statistics on services that can help transform your brand messaging through social media storytelling.
Let’s say you somehow find your way onto their profiles. If you don’t know what they do within the first few seconds of reading their bio, you won’t think twice about swiping left.
This is why having a killer brand message is essential.
The 4 Reasons Your Message Isn’t Converting (With Examples)
Alright, so now that we know why messaging is important. Why do most brand messages flop?
After analyzing hundreds of brand messages, four problems kept coming up again and again.
Reasons your message isn’t converting WILL apply to your brand. You just need to figure out which ones are holding you back.
Reason #1: You’re Being Too Generic
Ironically enough, most brands try to send messages that appeal to everyone.
Reality Check:
When you talk to everyone, you end up talking to no one. Generic messages are background noise to your target customers. They’ve heard the same message from other brands a thousand times over.
Stop saying things like “we provide quality service”. Tell people what you do differently than everyone else. Who do you serve? What problem do you solve for them?
Be as specific as possible.
Example: Magnetic Mind Studio provides brand messaging consulting services. They help businesses craft their story so customers will take action.
Reason #2: Your Message Is Inconsistent
Can you think of a brand that switched up their tone between Instagram and their website?
Pretty weird right?
Research found that inconsistent value messaging makes 45% of consumers doubt brand authenticity. If nearly half of your target market thinks you’re fake, you’ve got a problem.
Make sure your brand voice is consistent across:
- Website copy
- Social Media Posts
- Email campaigns
- Customer service reps
When your messaging is consistent, your brand will start to build recognition and trust. When it’s not… Prospects won’t take you seriously.
Example: Take a look at HubSpot’s content. Everything from their landing pages to blog posts uses the same casual, yet professional tone.
Reason #3: You’re Focused On Features Instead Of Benefits
Ah yes, the oldest trick in the book.
No one cares about your state of the art technology. What customers care about is how you’ll improve their lives.
Sell benefits, not features.
You’re solving a problem for your customer. Stop talking about your product. Start telling your audience how your product will benefit them.
Features are exactly that… Features of your product or service. Benefits describe how your customer feels after getting those features.
Example: Instead of saying “Buy new tires for your car.” Say “Stop worrying about your kids safety with new tires!”
Reason #4: There’s No Clear Call To Action
Congratulations, you’ve got someone reading your content.
Now what?
The worst thing you can do is not tell people what to do next. Every piece of brand messaging should have a direction.
Do you want them to make a purchase? Sign up for your newsletter? Book a free consultation?
Don’t make your readers guess. Be clear about the action you want them to take AND make it easy for them to do it.
How To Fix Your Brand Message TODAY
Worried your brand message is falling flat? These tips will help you create messaging that converts.
Start With Your Core Message
Grab a piece of paper and ask yourself this question…
If someone remembered one thing about your brand tomorrow, what would you want it to be?
That right there is your core message. Everything else you say about your business should support that message. Write it out in a single sentence. Seriously. If you have to write a paragraph to explain what you do, you need to refine your core message.
Know Your Audience In and Out
Generic brand messages happen when you don’t know your audience well enough.
Think about your ideal customer. What are their goals? Their struggles? What words do they use to describe themselves?
When you use the same language as your customer, they understand you better. And when they understand you… They trust you.
Create A Brand Voice Guide
So you’ve got your message nailed down. How do you make sure everyone’s sticking to it?
Simple. Create a brand voice guide.
A brand voice guide should include:
- Your desired tone (professional, casual, friendly)
- Words you SHOULD and SHOULD NOT use
- How you should present yourself in different situations.
- Example copy that is on-brand
Give a copy to anyone who will be creating content for your business. This will eliminate confusion and keep your messaging consistent across the board.
Test & Refine
You’re not going to get your brand message perfect on the first try.
Listen to what your audience is telling you. What content are they engaging with the most? What emails do they open? Listen to how your customers describe your brand in reviews.
Use this information to tweak your brand message. Learn what works and what doesn’t. The brands that win are the ones who listen.
Wrapping Things Up
When it comes to converting prospects into customers, brand messaging is critical.
Pros will drop your brand like it’s hot if they don’t understand what you’re saying. They don’t need to know EVERYTHING about your company, but they should understand the who, what, where, and why after two seconds of reading your bio.
Fortunately, improving your brand messaging is easy once you know what to change.
- Be specific with your messaging
- Stay consistent across channels and platforms
- Focus on benefits, not features.
- Include a clear call to action with ever piece of content
By simply following these tips, you can start growing your brand like the pros. One study showed that consistent branding can lead to a 23-33% increase in revenue. Now that’s bang for your buck.
Implement these tips into your brand strategy and watch how different your audience reacts to your messaging.
What is brand messaging?
Brand messaging is the clear, consistent way you explain who you help, what you do, and why it matters. It includes your positioning, tone, and the core promise that shows up across your website, social posts, emails, and ads.
Why isn’t my brand message converting?
Most brand messages don’t convert because they’re too generic, inconsistent across channels, focused on features instead of benefits, or missing a clear call to action. Any one of these can make people scroll past without acting.
How do I make my brand message less generic?
Get specific about your audience and the problem you solve. Say who you serve, what outcome you deliver, and what makes your approach different—using the same words your customers use to describe their goals and frustrations.
What does “consistent messaging” mean across channels?
It means your core promise, tone, and key points stay aligned on your website, social media, emails, and sales messages. You can adapt the format, but the “who/what/why” should sound like the same brand everywhere.
How do I shift from features to benefits in my copy?
For every feature you mention, answer “so what?” until you reach a real outcome. Features describe what something is; benefits explain how the customer’s life improves after using it—less stress, more confidence, saved time, reduced risk, or better results.
What’s the best call to action for brand messaging?
The best CTA matches the reader’s intent and makes the next step obvious—book a consultation, get a quote, start a free trial, download a guide, or subscribe. Choose one primary action and make it easy to complete.
How can I test and improve my brand message over time?
Track what people actually do: which pages they stay on, which emails they open, which posts drive clicks, and what customers say in reviews or sales calls. Use those signals to refine your core message, proof points, and CTA, then re-test.
Andrej Fedek is the creator and the one-person owner of two blogs: InterCool Studio and CareersMomentum. As an experienced marketer, he is driven by turning leads into customers with White Hat SEO techniques. Besides being a boss, he is a real team player with a great sense of equality.