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Writer's pictureLindsey Cannon

Brand Messaging is the Path to Sustainable Success

Improve, Don’t Just Grow

As I read "Called to Create" by Jordan Raynor, a story about Chick-fil-A caught my attention. Truett Cathy, the founder of Chick-fil-A, once slammed his fist on the table during a board meeting, frustrated with the constant focus on getting bigger. He passionately exclaimed that the priority should be getting better, not bigger. This principle resonates deeply with our marketing approach at Reify: growth will naturally follow a focus on improvement.


Improved Brand Messaging Improves Everything


Two women working on business messaging

At Reify Copywriting, we help businesses improve their messaging to get more out of everything else they do. This means making your clients the heroes of your brand story.

Many businesses believe their brand revolves around their own milestones—when they started, strategic steps to scale, and major hires. However, a compelling brand story centers on how your client benefits from your services or products. 


Benefits of Client-Centered Messaging

  1. Builds Trust: Clients feel understood and valued.

  2. Enhances Engagement: Clients are more likely to interact with content that speaks to their needs.

  3. Drives Loyalty: Clients who see themselves as part of your brand story remain loyal.


Effective Messaging Digs Deeper

You must delve deep to ensure your messaging truly resonates with your audience. Combine your insights with research to understand your client's needs and desires. This involves:

  • Anecdotal Research: Leverage your experiences and client interactions. What do clients say often? When do they push back? What problems do you hear over and over? What questions do you hear over and over? When do they seem to get excited or feel relief? 

  • Market Research: Fill in gaps with additional data. Does your anecdotal data align with others in your industry? What questions are people asking search engines about your industry? 

  • Ongoing Refinement: Refine messaging based on feedback and shifting audience dynamics. What do you find yourself saying over and over during client interactions? Which aspects of your messaging are easiest to talk about? Which aspects garner positive feedback? Which aspects do others seem confused by or even seem to stop listening to?

Keep asking, What does the client REALLY want? And Why does this matter to the client? Dig deep into those questions to arrive at the emotional benefits and basic needs being met by your service or product. The surface level is just the beginning; quality messaging will never stop there.  


Reify delivers a custom blueprint.

Elevation Session: We can dig for you!

Our process starts with a deep-dive interview, the Elevation Session, to uncover the essence of your business. During this session, we:

  • Identify your strengths and weaknesses.

  • Determine your messaging and marketing needs.

  • Create a strategic blueprint for your brand based on your goals.



After the Elevation Session, we provide a detailed blueprint outlining the steps to align your messaging and marketing with your goals. This is your custom blueprint, so it considers your budget, timeline, assets, weaknesses, etc. Typically, clients fall into one of two categories—those needing a website and those already having one. View the website packages here and the creative packages here.


Aligning Internal and External Messaging

Your brand's success relies on alignment at all levels. Consistency is key, from hiring practices to internal communication. Ensure your brand’s messaging is cohesive and reflects your core values. This is crucial because misalignment can create distrust. For example, a company that promotes caring about people and has strong ethical standards but fails to align its operations with these values ends up with a purely transactional relationship with customers, if there are any customers. 

The best companies know that marketing should touch every aspect of your business. A strong and well-developed brand can also improve the following:

  • Hiring Practices: Attracting and retaining employees who embody your brand values.

  • Training and Onboarding: Ensuring new hires understand and commit to the brand’s mission while ensuring the company fully prepares the employees for success.

  • Internal Communication: Promoting a culture that aligns with your brand's promises.


Creating Loyal Clients Through Consistent Branding

Brands like Chick-fil-A and TOMS Shoes have mastered the art of consistent, client-centered messaging. Their success stems from aligning their operations with their brand promises. This consistency builds trust and fosters long-term loyalty.

For instance, Chick-fil-A’s operational practices reflect its customer service and quality commitment. Similarly, TOMS Shoes’ model of giving a pair of shoes for every pair purchased creates a strong emotional connection with its customers. They are not just buying shoes but contributing to a social cause.

This alignment between branding and operations results in the following:

  • Higher Customer Loyalty: Clients are more likely to return and recommend your business.

  • Stronger Brand Identity: A clear, consistent message that resonates with your audience.

  • Long-Term Success: Sustainable growth driven by a loyal customer base.


Conclusion: Get Better, Not Just Bigger

Your Branding story will become your favorite story to tell.

Truett Cathy's wisdom applies to all businesses: focus on improving, and growth will follow. At Reify Copywriting, we help you achieve this by first perfecting your messaging, brand, and website design. Then, you’re equipped to revamp all other internal and external areas, ensuring every other decision you make works towards your business goals. Book a FIT CALL today to see if we can help you.




Contact Lindsey Cannon to schedule a fit call.

Lindsey Cannon is the owner and co-founder of Reify Copywriting. Lindsey is on a mission to ask, what if, continuously... She firmly believes that too many people give up when a solution or win-win compromise is near. She’s on a mission to support other small business owners and help them to keep going! Outside work, you can find Lindsey driving one of her 3 sons somewhere or taking walks. She's a big fan of date nights with her husband and girl's nights with friends.

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