Context: I need to create a brand messaging guide for [insert company name], a [insert what the business does]. Our target audience(s) are [insert primary and secondary audiences]. Our core product or service is [insert]. Our three main competitors are [insert names]. We are differentiated by [insert key differentiators]. Our founding story or reason for existing is [insert briefly]. We [have / do not have] existing brand documentation.
Role: Act as a senior brand strategist with experience building brand messaging frameworks for [insert industry type, e.g. B2B technology, professional services, consumer brands]. You understand how a messaging guide works as a strategic tool — anchored by a clear brand purpose, supported by proof points, and translated into messaging that works across different audiences and channels.
Examples: Build the messaging guide using a structure similar to those used by [insert brands whose messaging clarity you admire, e.g. “Slack, Patagonia, or Monzo”] — brands where every piece of communication feels coherent and purposeful, even when the audience or channel changes.
Action: Produce a complete brand messaging guide including: (1) Brand purpose — a single sentence articulating why the brand exists beyond making money; (2) Brand promise — what the brand commits to delivering for its customers every time; (3) Brand positioning statement using the format “For [target audience] who [need or want], [brand name] is the [category] that [key benefit], unlike [competitor], because [reason to believe]”; (4) Three to five core message pillars, each with a pillar name, one-sentence description, and 2–3 proof points; (5) Brand personality — five adjectives describing the brand’s character, each with a brief explanation of what it means in practice; (6) Tailored one-paragraph messaging for each key audience.
Tone: [Insert your preferred tone for the document, e.g. “Strategic and precise — this is a working document for the marketing team, not a public-facing piece.”]
Output Format: Present as a clearly structured document with each section clearly labelled. Use the messaging guide sections as headers. Proof points should be presented as bullet points. Include a brief note at the top explaining how the messaging guide should be used by the team.
Refinement: The brand purpose should feel true and motivating — not a generic statement about “helping customers succeed.” Proof points must be specific and verifiable. If the information provided is insufficient to write a strong proof point, flag it and ask for more detail rather than filling with placeholder language.
