BRAND MESSAGING TEMPLATE 

 
Collaboratively create something great 

BRAND PROMISE 

 
POSITIONING  
STATEMENT 

TARGET AUDIENCE 

MISSION 

TONE OF VOICE 

ELEVATOR PITCH 

BRAND PILLARS 

HEADLINE BENEFITS 

SUPPORTING 
EXAMPLES 
 BRAND MESSAGING CHEAT SHEET 

Brand Promise 
Your brand promise should be targeted toward the customer, convey your vision, and clearly state what you actually do.  
 
Positioning Statement 
This statement defines where you fit into the marketplace. This can help guide both your internal and external messaging. 
 
Target Audience 
Know your ideal customer profile. What industry are you addressing? Who are the customers that you want to attract?  
 
Mission 
Your mission statement conveys what you hope to accomplish. What is your ultimate goal? What are your core beliefs? 
 
Tone of Voice 
Tone is the feeling you want to come across in your branding. Are you going for more of a fun, playful brand? Be sure it’s 
aligned with your audience. Is your audience made up of c-level execs and requires a more serious tone? Don’t be afraid to 
research those within your industry and find what you like and dislike about their tone. This may spark some creative ideas! 
 
Elevator Pitch 
How would you describe your brand in 30, 60, or 90 seconds to your audience? Practice it on your coworkers. This helps you to 
succinctly state your brand message.  
 
Brand Pillars 
Get granular and start breaking your brand promise, positioning, and mission statement into “brand pillars”. They describe the 
three most important selling points of your product.  
 
Headline Benefit and Support Examples  
Each brand pillar will also be supported by a key benefit or headline statement with supporting examples. These pillars inform 
the focus points of your marketing content.