Turning Brand Messaging Into a Strategic Advantage with Tamsen Webster of Message Design Institute

Most brands focus on messaging — but is that enough? In today’s episode, Tamsen Webster, Founder and Chief Learning Officer of Message Design Institute, shares insights on the power of message design and its role in shaping effective brand communication. Tamsen explains how businesses can move beyond messaging to establish a core message that aligns with their audience’s beliefs and needs. She also explains why message design is an excavation process rather than an invention, uncovering the true value behind a company’s approach.


Key Takeaways:

(02:30) The difference between messaging and message design and why it matters.

(04:56) A strong message must be built on a foundation that customers already agree with.

(05:11) Brand positioning is different from a company’s core position — knowing the difference is critical.

(12:18) Aspirational messaging often misaligns with reality.

(17:46) Effective messaging is not about convincing but about aligning with audience beliefs.

(19:41) Start with what your audience already wants, not just the problem they have.

(25:48) A well-defined message helps brands create content that resonates and converts.

(28:49) A clear core message saves time and streamlines efforts.


Resources Mentioned:

Message Design Institute

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