September 5, 2023

Crafting On-Brand Messages: Consistency, Clarity, and Gut-Check Questions for Success

Creating on-brand messages is essential for establishing a strong brand identity and maintaining consistency across all communication channels. An on-brand message reflects your brand’s values, voice, and personality, ensuring that your content resonates with your target audience. In this blog post, we’ll discuss the importance of on-brand messages, how to develop them, and how to use ‘gut-check’ questions to ensure your content is always aligned with your brand.

The Importance of On-Brand Messages

On-brand messages are critical for several reasons:

  • They create a consistent brand experience, which builds trust and credibility with your audience.
  • They reinforce your brand identity and differentiate you from competitors.
  • They help your audience connect with your brand on an emotional level, making them more likely to become loyal customers.

Developing On-Brand Messages

To create on-brand messages, follow these steps:

  • Define your brand’s core values, mission, and unique selling proposition.
  • Develop a clear and consistent brand voice that reflects your brand’s personality and appeals to your target audience.
  • Craft key messages that communicate your brand’s value proposition and address the needs and pain points of your audience.
  • Ensure that all content, from social media posts to blog articles, aligns with your brand’s voice and messaging.

The Power of Gut-Check Questions

Gut-check questions are a valuable tool to help you maintain brand consistency and ensure that your content and decisions are on-brand. These questions serve as a quick reference to help you evaluate whether a piece of content or a decision aligns with your brand values, voice, and identity.

Some examples of gut-check questions include:

  • Does this message reflect our brand’s core values?
  • Is the tone and voice consistent with our brand’s personality?
  • Would our target audience find this message relevant and valuable?
  • Does this message differentiate us from our competitors?
  • Is the visual style and design aligned with our brand’s aesthetic?

Keep in mind, these examples above are extremely surface-level, and you’ll want to use them as a jumping-off point for developing your own ‘gut check’ questions. For example, instead of “Does this message reflect our brand’s core values?”, you could ask “Is this message providing education, empowering our client, as quick-to-the-point and efficient as possible, and of the highest quality?” (of course, given that your brand values are the same as ours here at Liberty Type: education, empowerment, efficiency, and excellence)

Putting Gut-Check Questions into Practice

To effectively use gut-check questions, follow these tips:

  • Keep a list of your gut-check questions handy for easy reference during content creation or decision-making processes.
  • Encourage your team members to use these questions as a guide when creating content or making brand-related decisions. These should not be isolated exercises. Everyone in the organization should know the gut-check questions and use them as a regular point of reference.
  • Regularly review your content and decisions to ensure they remain on-brand and update your gut-check questions as your brand evolves.


Developing on-brand messages and using gut-check questions are essential practices for maintaining a consistent and powerful brand identity. By crafting content that aligns with your brand’s values, voice, and personality, you’ll create a strong connection with your audience and set your business up for long-term success. Keep your gut-check questions in mind as you navigate the ever-changing landscape of branding and marketing, ensuring that your brand remains true to its core identity.