Good brand messaging isn’t just about sounding clever or polished—it’s about speaking to the specific needs, priorities, and experiences of the people you want to reach. When your message gives people a reason to believe in your brand, continue working with you, and recommend you to others, it creates real momentum.
This isn’t about guessing what people want to hear. It’s about paying attention to how people respond, having actual conversations, and adjusting your messaging based on what you learn. But what if you’re just starting out, with only a few clients or a small audience? How do you even know who you’re talking to?
Here’s how to make sure your brand speaks to the right people in the right way—no matter what stage you’re in.
1. How to Understand Your Audience When You’re Just Starting Out
When you don’t have many followers or customers yet, identifying the type of people who will get the most value from what you offer and are most likely to engage with your brand can feel unclear. The good news? You don’t need a large pool of customer data that most early-stage businesses don’t have access to yet. Here’s where to start:
Look for Patterns in Your First Few Clients Even if your early clients seem wildly different, there are usually patterns if you look closely:
- What problems were they trying to solve when they came to you?
- What made them say yes to your offer?
- What kind of language did they use when describing what they needed?
Example: If you’re a designer and one client was a coach, another was a SaaS startup, and another was a nonprofit, you might think they have nothing in common. But if all of them mentioned struggling with DIY branding before hiring you, that’s your insight. The problem they needed help with is what connects them.
Look at Who’s Engaging with Similar Brands If you don’t have much engagement yet, pay attention to people interacting with brands in your space.
- Who’s commenting on their posts?
- What kinds of questions are they asking?
- What complaints or frustrations keep coming up?
Use platforms like:
- Instagram & LinkedIn comments (real conversations in real time)
- Reddit threads (discussions where people openly express their frustrations, desires, and opinions)
- Facebook groups (people sharing their needs and challenges in detail)
You don’t need a big audience to learn—you just need to listen.
Borrow Insights from One-on-One Conversations When you don’t have enough data yet, personal conversations are your best tool. Talk to people one-on-one:
- Past coworkers or peers who might need your product or service
- Friends of friends who fit your potential audience
- People in your network who’ve shown interest in what you do
Ask open-ended questions like:
- What frustrates you about [your industry/product/service]?
- If you could wave a magic wand, what would change about how you currently solve this problem?
- What’s stopping you from investing in a solution right now?
These concrete details about your audience’s struggles, behaviors, and decision-making process, based on direct conversations and observations, will help shape your messaging before you have a big audience to test things on.
2. Start by Listening to Your Audience (No Matter the Size)
You can’t create messaging that speaks to the specific needs of your audience if you don’t know what they actually care about. Instead of making assumptions, start with concrete details based on direct conversations and observations.
Ask Your Customers Directly Use surveys, DMs, or casual conversations to understand what people value most about your brand.
- Why did you choose us over a competitor?
- What problem does our product/service solve for you?
- If you could describe our brand in three words, what would they be?
Tools like Google Forms or Typeform make it easy to collect responses.
Pay Attention to Public Conversations in Your Industry People are more honest in places where they’re not being asked for feedback. Look at:
- Comments on competitor posts
- Reddit threads about your industry
- Conversations in Facebook or LinkedIn groups
Example: If people keep saying they’re tired of “one-size-fits-all” solutions, make sure your messaging highlights customization or personalization.
Use Audience Insights Tools Find out what people are searching for and struggling with using:
- Google Trends – See what’s trending in your industry.
- Answer the Public – Discover common questions your audience is asking.
- Quora – See specific problems or frustrations that drive people to seek out solutions like yours.
3. Align Your Messaging With What People Actually Care About
Once you’ve gathered insights, it’s time to apply them.
Highlight What Matters Most to Your Audience Example: If your audience values transparency, show behind-the-scenes content and be upfront about your process. If they value ease and simplicity, avoid overcomplicated messaging.
Mirror Their Language Don’t say: We optimize efficiency through seamless integration. Say: We help you get organized without the headache.
The goal is for your audience to instantly recognize themselves in your messaging.
Get Specific Generic messaging gets ignored. Instead of:
- We help businesses grow. → Say “We help service-based businesses book more clients without working longer hours.”
- Our software saves you time. → Say “Automate follow-ups and get 3+ hours back every week.”
4. Test, Refine, and Repeat
Messaging isn’t something you create once and assume it will continue working without adjustments or improvements. Even the best brands regularly tweak their messaging based on what’s working.
Run A/B Tests Test different headlines, taglines, or call-to-actions (CTAs) in:
- Emails
- Ads
- Website banners
Example: Does “Get Organized Today” or “Simplify Your Life” get more clicks? Compare actual audience responses and engagement metrics to see what’s working instead of making assumptions.
Final Thought: Ask 3 People for Their Honest Opinion
Ask a few people who have worked with you or expressed interest in your brand:
- How would you describe my brand in a sentence or two?
- What’s the one thing that stands out about what I offer?
- What words come to mind when you think of my business?
If their answers don’t match how you want to be seen, it’s time to start working to refine your messaging.
Need help crafting messaging that actually connects? BAIA helps businesses create brand messaging that’s clear, aligned, and designed to help people feel confident in your brand over time by consistently delivering what they expect. Let’s talk.