The UX of your brand message

5 steps for engaging audiences with scroll-stopping messaging

You’ve probably heard this stat floating around: 70–90% of the buyer’s journey is complete before a prospect ever talks to sales. Even though it’s been around since 2016 (thanks, Forrester), the insight is more relevant than ever in 2025.

Why? Because today’s buyers are even more independent, informed, and digitally savvy. They’re researching on their own terms, across multiple platforms, before they ever consider speaking to a human.

That shift has huge implications—not just for marketing strategy, but for how companies shape and deliver their brand message. Especially large or legacy companies still clinging to outdated sales-first tactics. The truth is: if your brand message doesn’t meet buyers where they are, you’re already behind.

The brand message is the experience

Your brand message isn’t just a tagline, homepage hero, or flashy ad. It’s the narrative running underneath every digital interaction—whether your customer is reading a product review, visiting your website, checking your app, or chatting with customer support.

Today, the user experience is the brand. That means your message can’t live in a silo. It needs to be as thoughtful and user-centered as the rest of your digital strategy. Here’s how to get it right:

1. Talk to real people (not just personas)

Too many brand messages are created in a vacuum, crafted by internal teams based on assumptions or outdated personas. The fix? Get out of the building.

Interview current customers, lost prospects, and new leads. Find out what they care about, what frustrates them, what language they use to describe your value. Authenticity comes from real insights, not just marketing intuition.

2. Build a message that works everywhere

Yes, your brand message should shine in a 30-second spot or eye-catching banner ad. But it also needs to scale across your entire digital ecosystem. From onboarding emails to in-app tooltips, your messaging should reflect the same tone, value proposition, and clarity.

We recommend creating a flexible messaging framework—one that outlines your core value and audience benefits, but gives content creators room to tailor messages by platform, audience, or buying stage. This gives your teams consistency without sounding robotic or repetitive.

3. Bridge the buyer’s journey and customer experience

Here’s where most companies drop the ball: they treat brand messaging as something that ends at conversion. But your messaging doesn’t stop when someone becomes a customer—it should evolve and deepen.

A strong message informs everything from onboarding flows to support content to how you ask for reviews or referrals. And when that message consistently delivers on its promise? You build loyalty and cut down on the need for constant re-acquisition.

Let your message become a thread that connects pre-sale curiosity to post-sale satisfaction.

4. Let your message be found, not just delivered

Today’s buyers don’t wait for your message to come to them. They search. They skim. They compare. So your message has to live in all the places your prospects are:

• Organic search results
• Product pages
• Help centers
• Social media
• Comparison sites
• Thought leadership content
• Even employee LinkedIn profiles

It’s no longer about broadcasting a message. It’s about embedding it into every piece of your digital experience.

5. Work across teams, not in silos

Your brand message shouldn’t be owned by marketing alone. Product, sales, and customer success should all help shape and carry it. That kind of collaboration not only aligns internal teams but also creates a more unified experience for the end user. Everyone is working from the same playbook, even as they serve different moments in the journey.

Final thought: Think of messaging like UX

Just like with design, messaging should be:

• Human-centered
• Responsive to context
• Easy to navigate
• Clear and consistent

In short, your brand message has a UX. And when that experience feels thoughtful and aligned, it builds trust, drives engagement, and shortens the path to action.

So, yes—develop a powerful, relevant, research-backed message. But more importantly, embed it everywhere. Make it an experience people want to have with your brand, not just a headline they scroll past.