Brand Messaging Framework for Solopreneurs: How To Connect With Your Audience

Many creative solopreneurs feel stuck when it comes to explaining what they do. That’s why I created my brand messaging framework for solopreneurs—a three-step process to help you find words that resonate with your audience and feel true to you.

I don’t need to tell you that you have to be strategic with what you do. You’re smart enough to know that clear messaging is key to your success and longevity, but creating a full brand strategy from scratch, all on your own, when you didn’t go to marketing school—well that’s enough to send you to the couch to binge Netflix! So, if you’re feeling stuck trying to write your website, or if you’re pivoting, scaling, or launching a new service, this is for you. Read on for a manageable brand messaging framework for solopreneurs where you won’t get lost in the weeds.

Why I created a brand messaging framework for solopreneurs

I recently attended a workshop where the facilitator walked us through a bunch of questions to help us create our own brand strategy. (You see, even the most seasoned of us need to revisit our brand strategy from time to time.) The content of the workshop was excellent and thought provoking. The facilitator was kind and generous. But at the end of the session, I felt overwhelmed. This coming from someone who went to marketing school, has been in the business for over 25 years, and knows how to build a brand strategy!

That’s when I realized I needed to go back to my own brand messaging framework for solopreneurs.

I kind of discovered this framework by accident. Having consulted with hundreds of clients big and small—from global high-tech corporations to local nonprofits to creative solopreneurs—I started noticing there were some essentials I kept coming back to in my private coaching sessions.

Want to grow your audience? You need clear brand messaging.

The 3 W brand messaging framework

1. Your WHY: Building your authentic brand story

The first step in my brand messaging framework for solopreneurs is understanding what gets you to your desk every day and what started it all. Not to get too meta or confusing, but why is WHY so important? Firstly, because it helps you identify your origin story—and we all know story is more compelling to your audience than a list of features about your service.

Secondly, understanding your why will help you stay motivated when you face rejection, because we all will.

Thirdly, it often becomes your differentiator. This may not be clear when you’re starting out, but it will solidify as you explore your why and start selling your services.

Bottom line: you can’t persuade someone to do business with you unless you are clear about what they’ll get. Your why shows your audience how you show up in the world, and how you got here. It makes it clear to them what they’ll get when they do business with you and how you’re different. That’s what will end up attracting the right customers.

Some questions to get you started:

• Why do I want to offer this service? But really, why? A good friend of mine tells me we’re meant to ask the “why” question five times. In other words, don’t settle for the first superficial answer you come up with. Keep digging.
• Why did I start down this road? This gets to what I call your brand story. What was the moment that got you started on this road? Why was it important?
• Why am I offering this and not something else? If you’re unsure what makes you “you” try listing the things you hate about how your competitors do business. It can be a very clarifying exercise to say out loud what we don’t want to do and why.

2. Your WHO: Getting clear on your audience

I used to start here with private coaching clients, but I found that some of them didn’t have a customer base so they weren’t sure how to answer this question. For others, starting here meant they got so wrapped up in molding their service or message to resonate with their audience that they missed their own heartbeat of what they really wanted to do. (I think I’ll never be decided which one should come first, so don’t sweat it.)

Here’s why this step is so important: you don’t do business in a vacuum. You can’t just create stuff, throw it out there and hope it sticks. There is a customer for your service or message, but it’s your responsibility to understand them. It’s not their job to put their hands up and find you.

Note: do this work with real humans, not by sitting at your desk imagining what your audience wants. Build real data and keep adding to it every time you work with a new client or get feedback. (You might want to build an internal process for regularly gathering this data, like a scheduled to-do, a set of questions, and a spreadsheet or word document.)

Before you get overwhelmed by this part of the brand messaging framework for solopreneurs, know that you can start with just one customer story. That will be enough to begin building a picture of your audience. Remember, I’m not saying you need to go build a whole slew of ideal client profiles (ICPs) like big corporates do. We’re streamlining your brand strategy framework so this is manageable for you as a solopreneur.  Start where you are.

Some questions to get you started:

• What is my audience frustrated with? What are they struggling with? Where are they stuck today?
• What do they want?
• Where do they want to end up? What is the vision they have for their life or business?

As you record their answers, focus on the emotions they mention and the language they use.

Want to see how my 3W framework could work for you?

3. Your WORDS: Writing compelling copy that resonates

OK, now you’re ready to begin writing that webpage. *If you’ve done steps one and two! One of the biggest mistakes I see is when somebody has a fantastic idea for a book, a message, or a new business and they decide the first thing they need is a website. So, they start trying to write the website. I get the enthusiasm, but you can’t write clear, compelling, authentic words until you’ve dug into the first two questions above. (Heck, you might even do business with some clients, or share your book’s message before you’re ready to write your website!)

Now, I could say a lot here about copywriting. People spend their lives honing their craft as a writer. I believe you don’t have to be a fully fledged copywriter to write decent copy for your website. I’ve seen clients do it, but you do need to start in the right place, and you do need to follow some guidelines.

Some principles to get you started:

• Start with your customer, not you. Even your bio is about your customer.
• Clear is better than clever. If you can’t find an alliteration, a metaphor, or a cool business name, just say what it is. Simply.
• Be authentic. In other words, be honest. Don’t promise or say things that aren’t true to you.
• Don’t start at the beginning. Start in the middle. In other words, get into the meat of what it is that you’re offering your customer rather than trying to come up with a clever headline first. I actually advise clients to start by answering an FAQ and then writing their webpage after that.
• Use the “So what?” test. Read what you’ve written as if you’re the customer and ask yourself “So what?” Does your writing make someone care? Is it clear what you’re offering or saying?

There are lots of excellent copywriting frameworks out there, like A-I-D-A and P-A-R-I-S, but the key thing is to put yourself in your customer’s shoes. Here’s one simple copywriting framework I love to use with clients to help them write their webpage. It works particularly well for a homepage or a sales page.

PROBLEM: where is your audience stuck?

SOLUTION: where are you promising to take them?

JOURNEY: how are you going to get them there?

How to Use This Framework to Create Authentic Brand Messaging

Being strategic about your business is crucial if you’re going to make it for the long haul. But the word strategy doesn’t need to trip you up. Creating clear, compelling, authentic brand messaging is doable, especially if you start by digging into your own story and the ones your customers are telling.

If you’re a smart, creative solopreneur who needs a clear brand message, book a free discovery call to see how I can help you create yours.