Core Statement

Clearly write what you do, why you do it and who you do it for in one to two sentences in plain language. If you can’t define this in two sentences, you’ll likely need to refine your messaging. Each word you choose needs to have a reason to be there. If it’s not adding anything, remove it.

Key Messaging

Define this by your product of service offerings. For example, a boutique hotel would likely need distinct messaging for its restaurants, amenities, wellness offerings, event spaces and the rooms themselves as each has its own audience, offerings and story to tell. Don’t go overboard, a few sentences or key points per pillar is enough. The goal is to give writers a strong starting point, not write the copy for them.

Yes Words/No Words

This is a vital part of a key messaging document and helps you stand out. Yes words are the ones that are unique to your brand and put you at a competitive advantage. No words are the ones that undermine your positioning, feel generic or simply don’t sound like you. 

Using the boutique hotel example again, your room offerings may call for words like considered, unhurried, layered and refined but you want to avoid words like comfortable, relaxed and traditional, which are all true, but do absolutely nothing to differentiate you in the market.

Style Guide

Many brands skip this part entirely and it shows. A style guide establishes clear rules for how you actually write. A good starting point is deciding which dictionary you’ll follow. For Canadian brands, the Canadian Oxford is standard. Buy a physical copy of the dictionary instead of relying on AI or a quick Google search. It determines how to spell words for a Canadian audience: doughnut not donut, grey not gray, realize not realise, and so on. 

A style guide also outlines everything from whether or not you use the Oxford comma, how you write dates and exact spellings or usage of any products or services. Not only does this guide save time during the review process, it helps build a clear and consistent voice and style.

Brand Proof Points

Facts, firsts and history are some of the most untapped storytelling assets a brand has and over time as the brand grows and evolves, these details fade. Document them now while they're fresh and cite your sources. 

Has your hotel taken over an industrial landmark in the city? The history of the building is likely ripe with storytelling opportunities and adds depth to website copy or a media pitch. Did your brand bring something new to your city or category? That's a story worth telling repeatedly. Capturing these details in your messaging document means they're always at hand and always accurate, no matter who's writing.