Brand Positioning
Part of Connecting brand strategy with performance creative
Defining a brand message that can support a buying action
Define a supportable brand message, connect it to evidence and choose a buying action that follows from the promise.
A brand message supports a buying action when it explains why the business is relevant to a buyer’s decision, points to something credible they can inspect and leads to a fitting next step. Its central meaning should remain recognisable as headlines, formats and calls to action change.
Define the message before the ad
Write a working sentence: “For people trying to do this task, we offer this supportable benefit through this product or service detail.” Use it to guide the creative, then turn it into natural ad language. If the benefit cannot be substantiated, narrow the sentence before developing variants.
The sentence is a planning aid, not a claim that particular wording will increase sales. It need not list every product difference. Its job is to connect one meaning to a decision someone can make.
Consider a fictional adjustable desk lamp. A message about choosing a lamp for a work surface could lead to verified information about its dimensions and controls. “View dimensions and controls” would then be a relevant next step. The example makes no claim about eye health, concentration or sales; any real product detail would need checking.
How to Define a Brand Message That Supports a Buying Action
- Write a working sentenceFor people trying to do this task, we offer this supportable benefit through this product or service detail.
- Guide creative developmentUse the sentence to shape headlines, visuals and calls to action while keeping the core meaning consistent.
- Verify substantiationEnsure any claimed benefit can be backed by evidence such as product specs, certifications or customer experiences.
- Connect meaning, evidence and actionFor each message, define what the audience should understand, what they can inspect, and what they can do next.
- Test the takeawayShow the draft without context; check if the target audience understands the promise, evidence and next step.
Connect meaning, evidence and action
For each proposed message, write three lines:
- Meaning:
- What should someone understand about the brand?
- Evidence:
- What feature, demonstration or service detail can they inspect?
- Action:
- What can they do with that information now?
If the action is “buy”, check whether the ad and destination provide enough information to decide. If fit or eligibility questions remain, viewing specifications or making an enquiry may be a more useful next step. The choice depends on the actual offer and audience.
Match the strength of the claim to the evidence. A photograph may show a product configuration; it cannot by itself prove durability. One customer’s account describes that person’s experience; it does not establish a typical result.
The Australian Competition and Consumer Commission says it can require businesses to back up claims they make about their products or services, and that it can investigate misleading conduct and may take some form of compliance or enforcement action.
Check the takeaway
Show the draft without first explaining the brief. Ask who the advertiser is, what seems to be promised, what supports that promise and what the person expects after clicking. Record incorrect and uncertain answers. A small informal check can expose ambiguity; it cannot establish market-wide recall or a sales effect.
If people remember the action but misunderstand the promise, clarify the product detail. If they understand the promise but cannot see the next step, make the action and destination clearer. If they cannot identify the advertiser, strengthen the source cue. Check again that the destination supplies what the ad offers.
Pre-Launch Brand Message Validation Checklist
- Can users identify the advertiser?Yes – brand logo, name and tone are clearly visible.
- Is the promised benefit clear?Yes – no ambiguity about what the brand offers.
- Is supporting evidence visible?Yes – specs, photos, videos or testimonials are accessible.
- Is the next step obvious?Yes – whether it's ‘view dimensions’, ‘get a quote’ or ‘enrol now’.
- Does the landing page deliver on the promise?Yes – all claims made in the ad are confirmed on the destination site.
