Grow Your Brand Branding Guide 2026-07-31
Grow Your Brand brand pages, branding guides, and private brand work in one place.

Branding Guide / Decisions

The message is too broad when everyone can agree with it and no buyer can choose from it.

Broad messages feel safe inside the company because they keep every service, audience, and ambition in scope. They fail outside the company when the buyer cannot see their situation, the useful outcome, or the reason to act.

When a Brand Message Is Too Broad decision visual.
Decision checks
6
Related routes
3
View
Decision
Status
Live
Decision answer When a Brand Message Is Too Broad Narrow the message when the homepage, pitch, or offer describes a positive category idea but does not name the buyer, decision moment, difference, or proof. Keep the business broad if necessary; make each buyer-facing message specific.
Buyer A real buyer can recognize their situation in the first claim.
Moment The message names when the problem becomes expensive enough to act.
Outcome The promise describes what gets better, not a broad virtue.
Alternative The buyer can tell what this replaces or improves.
Proof Evidence appears close enough to make the promise believable.
Surface Each page, deck, or offer can be narrower than the company.

Related guides

Open the guide that matches the part of the brand system you may need to change next.

Route Brand Messaging Route Brand Positioning Route Value Proposition

Brand proof

Check the decision against real brand pages.

Compare the decision against a real brand where the cue, product, service, or operating behavior is visible.

Prooffedex Proofapple Proofairbnb Proofrolex Proofikea Proofnike