Fixing Flat Brand Messaging

Most brand messaging falls flat not because the brand lacks a good story, but because the story isn’t told clearly, consistently, or in a way that resonates with real humans.

Teams throw too many ideas into the mix.
Founders try to say everything at once.
Agencies over-polish until nothing feels real.

Here’s what breaks messaging and the straightforward fixes that make it land.

1. It’s Trying to Do Too Much

When messaging speaks to everyone, it connects with no one.

The antidote?
Tighten the focus.

Start with:

• What does our audience believe today?

• What do we want them to believe after engaging with us?

Everything else is noise.

2. It Lacks a Strong Point of View

Messaging without a POV becomes generic.

Your POV should articulate:

• what’s changing

• what matters now

• what you know that others don’t

A good POV is memorable.
A great POV is repeatable.

3. It Uses Inside Language for Outside Audiences

Brands often fall into jargon traps.

Your audience shouldn’t need to translate your message. Replace:

• “Integrated omnichannel solution”
  with

• “A clearer way to connect with your customers.”

Simple wins. Every time.

4. It Doesn’t Ladder Up to a Larger Narrative

Strong messaging sits inside a bigger story.

Ask:

• What market tension do we exist to solve?

• What belief do we challenge?

• What future do we help create?

Narrative provides the scaffolding.
Messaging provides the language.

5. It Hasn’t Been Tested

Messaging isn’t final until it’s in the wild.

Test through:

• social

• email

• sales calls

• partner pitches

• onboarding calls

Data clarifies what resonates.

The Fix

Great messaging is:

• clear

• believable

• differentiated

• audience-first

• grounded in a strong narrative

Most brands aren’t one major edit away; they’re five small shifts away.

Need help reshaping your message? Let’s make your story land.