Brand Messaging

All of our clients have a great story to tell, but many struggle to articulate themselves. The power of a succinct core proposition, or a clear set of key messages, can be the difference between audiences understanding who you are and what you do, or walking away utterly confused. IE Brand uses workshops to unearth brand personality and tone of voice, and crafts compelling messages to deepen clients’ understanding, and expression, of who they are.

As part of our brand messaging work, we offer guidance on:

Core Proposition

A single statement that tells the world who you are, what you do, and why I should care. These statements take different forms (core proposition/value proposition/elevator pitch), depending on when and how it’s used, but its job is always to explain your organisation in as few words as possible.

Brand Personality / Tone of voice

The way you use words is just as important as what you write. Brand Personality and Tone of Voice are all about defining your written style. Is your brand academic and formal, or casual and fun? By establishing a consistent tone of voice (including top-level guidance on the personality of the brand), you can make sure that everyone who subsequently creates comms for your brand will be singing from the same hymn sheet.


Brand storytelling is disproportionately important for our values driven clients. If your brand story is compelling then your audience will want to join you in becoming part of your story.

Key Messages

We'll segment your audiences and help you decide which key messages it's most important for them to hear.

Calls to Action

An incredible amount of comms neglect to include any calls to action. Any and all marketing has a single purpose – to influence behaviour. That might be picking up the phone, visiting a website, filling in a form, or making a donation. It doesn’t matter what it is, but the ‘ask’ (what you want people to actually do) should be crystal clear.


Explore our thoughts on Brand Messaging below, and read a selection of our messaging-driven case studies.

Ollie Leggett, Managing Director & Brand Consultant at IE Brand
Ollie Leggett
Removing the mask: using brand to show the ‘real you’ Great branding is not about putting on a mask to disguise the truth – it’s about removing the mask so that you look, sound and behave like the very best of who you really are.
CHIPS Charity CHIPS (Christian International Peace Service) asked IE Brand to help them re-articulate their story and craft a new brand to take them forward. CHIPS joins with communities from both sides of a conflict – from Brixton to Ghana – to help…
CSH Surrey Central Surrey Health appointed IE Brand to create a distinctive new brand to reflect their core values and overcome poor recognition levels. CSH Surrey was the first independent social enterprise to emerge from the NHS. They had ambitious…
Denise Atkins, Associate Marketing and Content Consultant at IE Brand
Denise Atkins
Charity brand storytelling at the Fundraising Conference Last week, IE Brand sponsored the Third Sector Fundraising Conference, leading a workshop on brand storytelling alongside peacekeeping charity CHIPS. Among common fundraising topics like GDPR, legacies and crowdfunding, the rest of the…
Denise Atkins, Associate Marketing and Content Consultant at IE Brand
Denise Atkins
Free not-for-profit branding white paper Veteran brand consultants Ollie Leggett and David Crichton have distilled their 40+ years of combined branding experience into a practical, accessible guide to why, when, and how to successfully refresh, reposition or rearticulate your…
WDP IE Brand was appointed to help WDP – then named Westminster Drug Project – communicate its vision and achieve its ambitious growth plans. Formed in 1990, WDP is a charity providing drug and alcohol services in London, the South East and the East…
University College of Osteopathy A top level rename and rebrand for the British School of Osteopathy, to celebrate the institution’s centenary and its new University College status. The launch of two new websites – for the College and the Clinic – and a new prospectus. The…
Ollie Leggett, Managing Director & Brand Consultant at IE Brand
Ollie Leggett
What's in a name? As part of any brand review, it’s important to ensure the name still reflects the brand’s proposition, values and personality. Here we explain how Career Ready took the plunge with a new name, and the process behind that decision.