6-Step Framework
Step 1: Define
Your answers will shape the foundation for your tagline, headlines, and key messaging themes that clarify who you are and why you matter.
Your elevator pitch should clearly state what you offer and why it matters.
2: What is the main result, transformation, or benefit your customers receive?
Focus on the core value or outcome your clients get from working with you.
3: What makes your product or service different from competitors?
Highlight your unique approach, process, or promise that sets you apart.
4: What words or phrases do your customers frequently use when describing your business?
Customer language is powerful—it helps ensure your messaging feels authentic and relatable.
5: Do you currently have a tagline? If so, what is it and how do you feel about it?
We want to evaluate whether your existing tagline is strong, clear, and memorable, or if it needs refining.
6: Who is your ideal customer, and what do they care about most when choosing a business like yours?
Knowing their priorities helps tailor your messages to address what matters most to them.
7: Are there any industry clichés or phrases you want to avoid in your messaging?
Avoiding overused terms keeps your brand fresh and credible.
8: What emotions do you want your tagline and messages to evoke?
Whether it’s confidence, relief, excitement, or clarity, this guides your tone and language choices.
9: If your business had only 10 seconds to grab attention, what do you wish people would instantly understand?
This is your dream headline—the main takeaway you want prospects to walk away with immediately.
10: What are 2–3 things you always want to reinforce in your brand messaging?
Focus on the key messages that consistently remind your audience who you are, what you do, and why it matters.
Step 2: Clarify
Before you can write a great tagline, you need clarity on what you’re actually trying to communicate. This step distills your positioning into a focused foundation that will drive the language and tone of your message.
- Clarify what you do in one sentence, no jargon, no unnecessary words.
- Define who you serve, what problem you solve, and the result you create.
- Identify what makes your brand or offer different from everyone else in your space.
“We are a [business type] that serves [target audience]. Based on the following messaging insights, help us clarify our core value, audience, key outcome, and differentiator to use as the foundation for our tagline and key messages.” [Paste your 10 answers here]
Step 3: Structure
Your tagline should be short, bold, and memorable. Your key messages should build on that tagline by clarifying what you do, how you do it, and why it is important. Craft it in language that your audience understands and connects with.
- Write 3–5 tagline options: aim for 3–7 words, emotionally charged, benefit-driven.
- Create supporting messages: one for what you do, one for how you do it, one for the result you create, one for why it matters.
- Make sure every message reflects your brand tone and aligns with your audience’s language.
“We are a [business type] that serves [target audience]. Using the core brand message below, help us generate 3–5 tagline options and a set of 3–5 supporting key messages that explain what we do, how we deliver value, and why it matters.” [Paste your clarified messaging foundation here]
Step 4: Embed
Now that your core messaging is in place, it needs to be adopted and applied. This step is about training your team, updating your assets, and ensuring that your messaging becomes the default across every department.
- Add your tagline and key messages to internal brand docs and sales enablement tools.
- Update bios, pitch decks, product descriptions, and intro statements.
- Train your team to use consistent phrasing when describing the business or answering “What do you do?”
“We are a [business type] that serves [target audience]. What are the best ways to embed our new tagline and key messages into team communication, sales language, and internal materials?”
Step 5: Show
Your tagline and supporting key messages should now become the front-facing language of your brand. This step focuses on putting your messaging to work, so customers instantly understand who you are and why they should care.
- Feature your tagline in your website header, social bios, email signature, and lead magnets.
- Use your key messages in ad copy, landing pages, video scripts, and welcome emails.
- Build content around each of the 3–5 supporting messages to reinforce your positioning.
“We are a [business type] that serves [target audience]. Give us a rollout checklist to apply our tagline and key brand messages across our website, content, ads, and sales pages.”
Step 6: Review
Even strong messaging can lose relevance or clarity as markets shift. This step ensures you’re consistently evaluating the performance of your message and keeping it connected to what your audience actually needs and responds to.
- A/B test variations of your tagline or messaging in ads, subject lines, and landing pages.
- Review feedback from prospects and customers. Where do they still feel confused or disengaged?
- Refresh your key messages if your offer, audience, or outcomes evolve.
“We are a [business type] that serves [target audience]. Help us create a messaging review process we can use every 3–6 months to evaluate the clarity, performance, and alignment of our tagline and key messages.”
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