Build a Core Messaging Guide Your Team Can Actually Use (Without Needing You Every 5 Minutes)

The Time She Wanted to Scream Because Her Team Just Didn’t Get It

Ever send a brief to your team, expecting gold, and get… well, something more like painted aluminum at best? Yeah, that’s a pretty common story and one that I heard again recently at a networking event.?

Frances told me of a client project where she’d outlined everything—or at least she’d thought she had. A few days later, her VA sent her a copy that sounded like a corporate robot from 1998 had written it. It wasn’t even close to what Frances wanted, but she couldn’t blame her. She hadn’t given her the right tools.

No matter how smart your team is, if they don’t have a clear guide for what your brand sounds like, they’re gonna miss the mark. Every. Single. Time.

That’s where a core messaging guide comes in. And trust me, it’s not the boring, corporate thing you’re imagining. It’s your secret weapon for getting consistent, on-brand content without having to rewrite every line yourself.

Let’s break it down.

Why a Messaging Guide Is Your Brand’s Life Raft

Here’s the thing: most professionals think they’ve communicated their brand messaging clearly to their team. You’ve had the calls, shared the vision, given the direction. But if the content they’re churning out still doesn’t hit the mark, there’s a problem.

And it’s not them. It’s you.

No messaging guide means your team is left guessing. That leads to messy content, inconsistent branding, and way too many Slack messages asking, “Is this what you meant?”

A core messaging guide fixes this. It gives your team the roadmap they need to create content that nails your brand’s voice every time. No guesswork. No frustration.

But let’s not overcomplicate things. Here’s what you actually need to include.

The 6 Must-Haves for Your Core Messaging Guide

1. Your Brand’s Purpose & Mission If your brand were a superhero, what’s its mission? This is your big “why.” Write one or two sentences about what your brand is here to do. And no, don’t overthink it. Keep it simple.

Example: “We help small business owners simplify their marketing so they can grow without losing their minds.”

Boom. Your team knows what you’re all about.

2. Brand Voice & Tone This is where you decide what your brand sounds like. Are you the cheeky rebel? The no-nonsense expert? The empathetic guide? Describe it clearly so your team isn’t left guessing.

And give examples! If you want a fun, conversational tone, show what that looks like. And show what it doesn’t look like. You’ll be surprised how much clearer things get with side-by-side comparisons.

Example: On-brand: “We get it. You’re juggling ten things at once. That’s why we’ve made this process as easy as pie.” Off-brand: “We offer comprehensive services to streamline business operations for busy professionals.”

3. Key Messaging Pillars What are the 3-5 core messages your brand needs to communicate in every piece of content? These are the big ideas your team should always come back to, no matter what they’re working on.

For example:

• Simplicity in marketing
• Growth without burnout
• The power of delegation

These messaging pillars keep everything aligned. If a piece of content doesn’t fit under one of these, it’s off-track.

4. Your Audience Your team needs to know exactly who they’re speaking to. This isn’t just about demographics. Go deeper. Who is your content really for? What keeps them up at night? What are they obsessed with?

Be specific. The clearer you are here, the better your messaging will connect.

Example: “Our ideal audience is small business owners in their 40s, juggling business, family, and life. They’re burnt out on marketing advice that requires them to do more. They want simple, actionable strategies.”

Now your team knows who’s reading and what matters to them.

5. Brand Differentiators What makes you stand out? Why should anyone choose your brand over someone else’s? This is where you highlight what sets you apart from the crowd.

Make it specific. Don’t just say, “We’re unique because we care.” (Cringe.) Dig deeper. Do you have a killer approach to simplifying business processes? A method no one else uses? That’s what belongs here.

Example: “We take complex marketing strategies and turn them into simple, done-for-you systems that save you time and sanity.”

6. The Do’s and Don’ts You’ve probably seen content that feels “off” for your brand, but maybe you couldn’t quite explain why. This section solves that. Lay out clear examples of what’s on-brand and what’s not. Show your team what works—and what definitely doesn’t.

Example: Do: Use language that feels human and relatable. Don’t: Use overly formal or jargon-heavy language that makes people’s eyes glaze over.

How to Make Sure Your Team Actually Uses It

Okay, you’ve got this shiny new messaging guide. Now what?

The last thing you want is for it to sit in some forgotten folder. So, here’s how to make sure your team uses it every single day:

1. Keep It Simple A 20-page guide? Nope. Make it clear, concise, and something they can reference quickly. One or two pages are usually plenty.

2. Use Real Examples Don’t just tell your team what you want—show them. Include real examples of content that nails your voice and content that misses the mark. Visual examples are powerful.

3. Make It Accessible Drop it in a place they can find easily. Don’t bury it in a maze of folders. And remind them to check it often, especially before starting new projects.

Get Started Today (Because Your Brand Can’t Wait)

The best part? You don’t need to write a novel to get started.

Pick one section—like your voice or messaging pillars—and start there. Share it with your team and build on it over time. You’ll start seeing more consistent, on-brand content faster than you think.

Already have a messaging guide? Drop a comment on what you included and how it’s working for you. Need help building one? Let’s chat—I’ll help you steer your team in the right direction without all the guesswork.