There’s been a shift in how social media platforms evaluate content, and if you’re still measuring success by likes and follower count, it might be time to look again.

For years, we were taught to believe that bigger was better.

More likes = better content.
More followers = more credibility.
More engagement = more reach.

But here’s the thing: that model is outdated. And truthfully, it never fully reflected what actually matters: human connection.

A clear and compelling brand message is crucial for standing out in today’s hyper-competitive business world. Crafting a message that will help your brand stand out from the crowds and resonate with your target audience requires careful planning. That’s why we recommend that all brands take time to create a brand message strategy.

For mission-driven businesses, a compelling brand message strategy is key to connecting with people who care about sustainability and driving meaningful impact. This link between brand strategy, brand messaging, and the brands that consumers support is evidenced by some recent studies. 

For example, a Nielsen Company study found that 81% of Australian consumers value authenticity in brands and that 73% are willing to pay more for brands that are authentic and reduce their environmental impacts.

What exactly is a brand message, and how can you develop an effective brand message strategy? Let's dive deep into these essential aspects of brand communication.