What is the difference between brand messaging and copywriting? (and why it’s so hard to figure it all out alone)
You’ve got a great offer. You’ve poured hours into your website. Maybe you even paid someone to write it. But somehow…it still sounds a bit off. A little bland. A little jargony. A little like everyone else. Here’s the likely culprit: your messaging isn’t clear.
Most people think they need better copy. And yes – clear, compelling copy is essential. But without strong, strategic brand messaging to guide it? You’re basically polishing a turd. And that gets stinky.
But just what the hell is brand messaging? How is it different from copywriting? Why does it matter? And why is it so bloody hard to figure out on your own? Here, we get clear on the importance of messaging (and why we’re always going on about it.)
What is brand messaging?
“Messaging” gets thrown around like ceremonial grade cacao at a wanky wellness festival. Everyone agrees it’s important, but no one really knows why. Until now.
Brand messaging is the strategic foundation that defines how your brand communicates. Put more simply: it’s what you stand for, why you exist, how you’re different and what you promise your audience.
Translated into human language, it boils down to seven sacred points:
What you do
How you do it
Who you do it for
Why you do it
Why you’re different
What makes you better
The values that guide you
This isn’t just a list for your About page. It’s the root system beneath every website, sales page, social caption, investor pitch and team meeting.
It shapes your story, builds trust and helps your audience see themselves in your brand.
So, what is copywriting?
Copywriting is what brings your brand messaging to life. It’s the craft of using words to persuade, compel, entertain, educate, inspire and sell. Think: website copy, product descriptions, email campaigns, social captions, ads.
In other words: messaging defines what you’re saying. Copywriting is how you say it. (And without the first, the second can’t do its job – hence the aforementioned turd polishing.)
Internal vs external messaging: why both matter
Another common confusion? Thinking messaging is only about what you say to your audience. Nope. You also need messaging for your brand’s eyes only.
Internal brand messaging
This is super-important. It’s how you (and your team) understand what your brand is all about, and how it’s embodied in your work.
If you or your staff can’t clearly articulate your values, promise or purpose? You’ve got a problem, leading to mixed messages, inconsistencies and
We have seven simple points that we refer back to every time we want to remind ourselves what we do – literally succinct notes on one side of A4 that keep us on track: our WHAT, HOW, WHO, WHY, WHY US, WHY WE’RE BETTER and VALUES.
These are similar to our client-facing messaging, but they’re more like no-frills reminders that keep us aligned and speaking with one voice.
External brand messaging
This is how you show up to the world. Customers, clients, investors, the press – it’s the story you tell out there.
Ideally, your internal and external messaging are in sync. You and your team know the heartbeat of your brand, and your audience feels it, everywhere they meet you.
Brand messaging is the strategic foundation that defines how your brand communicates. Put more simply: it’s how you stand apart. Copywriting is what brings your brand messaging to life. In other words: messaging defines what you’re saying. Copywriting is how you say it. And without the first, the second can’t do its job.
What goes into a brand messaging framework?
How do you ensure your internal and external messaging chimes? With a brand messaging framework, of course! A proper messaging framework brings clarity and consistency to every corner of your brand. Here’s what it includes:
Brand promise: what your audience can count on from you, every time.
Your difference and value: the reason people choose you over anyone else.
Brand story: the narrative that humanises your business and builds emotional connection.
Voice and tone: your brand’s personality: how you sound, feel and speak. Voice is your brand’s vibe that never changes; tone is how that vibe shows up – sweet or serious – depending on the mood or moment.
Key messages: the top things your audience needs to understand and remember.
Tagline or slogan: a short, sharp, memorable distillation of what you’re all about.
Narrative threads: three to five big themes that support your positioning and guide all your content.
Why you can’t see the woods for the (brand) trees
Even brilliant founders get stuck here. Why? Because you’re too close to it.
We see it all the time, especially when a brand has grown quickly or changed direction. Suddenly, everything you once wrote feels out of date. But you’re not sure how to fix it. There are half-finished docs, vague notes, snippets of gold buried in voice memos.
You know what you’re about, but you can’t quite articulate it.
That’s where we come in.
The role of a brand messaging copywriter
At Salt & Sage, we don’t just write lovely words. We help you figure out what you’re really saying – and why it matters.
We use our 40+ years of collective storytelling, strategy, and editorial experience to:
Untangle the web of thoughts in your head
Translate them into structured, powerful, emotionally intelligent messaging
Keep you accountable and on track
Turn ideas into sales, without you ever needing to “hard sell”
Create messaging that attracts your people – and makes them feel deeply seen
And once that strategic messaging is in place? The copy writes itself. (Well, we write it. But you get the idea.)
Ready for messaging that actually works?
If your brand has outgrown your copy…
If your team’s all saying something different…
If you’ve tried to DIY and ended up in a Google Doc vortex of despair…
Let’s talk. Our clients come to us because they want our (human) opinions on what to do next. There are loads of excellent copywriters out there. However, there is nobody quite like us, with our experience, our journalism background, our knowledge of the sector, our sense of humour, our editing skills, our connections…
We’ll help you find the words that do justice to the work you’re doing – and connect with the people you’re here to serve.
If you’d like some help with this, our Mini Brand Essence consultancy package will help you get started. This is what the lovely Grace Chinn had to say about our messaging work.
“I've finally had time to sit down and read through the Mini Brand Essence document and – oh my goodness – it is GOLD. I flipping love it. You are both bloody geniuses! I am so excited to implement this messaging on my site etc. Yay!
Thank you thank you thank you. It's totally beyond any expectations I had. I am in love. Reading through it I was struck by just how much work and thought has gone into this. And how beautifully you have captured what I do and the transformation I facilitate. There are so many punchy, bold phrases in there too – just flipping brilliant.”