Is Your Message Clear? 5 Tips to Make Your Mission Resonate and Move People
Confused people don’t buy.
It’s that simple.
When your audience doesn’t immediately understand what your brand is about, they lose trust, stop paying attention, and move on.
This is especially true for mission-driven businesses and nonprofits. Your message is the heartbeat of your work, the foundation of the movement you’re trying to build. Without it, even the most passionate effort can go unnoticed.
Take Brittany Scharr, for example. In December 2020, she had a small but powerful idea: gifting $100 cash envelopes to restaurant workers impacted by the pandemic. Her heartfelt mission quickly gained momentum with her community, but Brittany knew she needed more than passion to sustain and scale her impact.
That’s when she came to Touchpoint. Together, we refined her message and built a brand that fully supported her vision, aligning every element—from her visuals to her website—to amplify her mission. This cohesive foundation transformed her “12 Days of Christmas” initiative into the Be The Joy Foundation.
The results speak for themselves. Within three years of working with us, Brittany raised over $350,000, performed over 1,000 acts of kindness, and impacted the lives of more than 10,000 people.
How? By crafting a brand with a clear message that inspired people to take action and join her movement.
Here’s how you can do the same.
Why a Clear Message Matters
Your Audience Craves Clarity
Your message is the bridge between your mission and the people who care about it. If your audience doesn’t instantly understand who you are, what you stand for, and why it matters to them, they’ll move on.
Brittany’s heartfelt message resonated with her community: bring joy to those who need it most through simple acts of kindness. However, it wasn’t until her message was refined and supported by a cohesive brand that it truly transformed her seasonal initiative into a movement.
The Stakes Are High
When your message isn’t clear, you risk more than confusion—you risk losing trust and opportunities to connect. Imagine someone visiting your website, excited to learn about your work, only to leave moments later because they can’t figure out what you stand for or how to get involved. People don’t support causes they don’t understand, no matter how noble the mission.
The Ideal Scenario
Imagine a message that feels like it was written just for your audience. It reflects their values, aligns with their needs, and shows them how they can be part of something bigger. That’s what a clear, compelling message can do.
What Most Brands Get Wrong
Overcomplicating the Message
Too often, brands fall into the trap of trying to say too much or relying on jargon. Brittany avoided this by focusing on a single, powerful idea: “Spreading joy—one act of kindness at a time.” This simple message became the foundation of her brand.
Focusing on Themselves, Not Their Audience
Your audience doesn’t want to hear your life story—they want to know how you can solve their problems or fulfill their aspirations. Be The Joy’s message is rooted in impact: uplifting individuals and families in need through acts of kindness.
5 Tips to Make Your Message Resonate and Move People
Start with Why
Your "why" is the soul of your message. Why does your brand exist? For Brittany, it was about creating moments of hope during difficult times. Defining your "why" gives your audience a reason to believe in your mission.Speak to Their Needs
Your message should answer three core questions:What do you offer?
How will it make their life better?
What do they need to do to engage?
Be The Joy’s website makes it clear: donate, sponsor, or nominate someone in need.
Simplify Your Language
Clarity is everything. Use simple, direct language that anyone can understand. Brittany’s message doesn’t rely on flashy words—it relies on heart.Show the Stakes
Paint a picture of what happens without action and the brighter future your mission can create. Be The Joy does this beautifully with its call to action: “When families face hardships alone, hope fades, and opportunities for kindness are lost. With your support, we can change this story—together.”Make It Emotional
People support movements that make them feel something. Whether it’s joy, hope, or urgency, tie your message to an emotional experience. Brittany’s story of turning one small idea into a movement creates a ripple effect of inspiration.
What You Can Do Next
Ready to create a brand message that resonates as deeply as Brittany’s does? Start by asking yourself:
What is the core purpose of my brand?
How does my mission solve a problem for my audience?
What emotional connection do I want to create?
Not sure where to begin? Start by downloading our free guide, Goodbye Generic: 5 Steps to Build a Unique Brand That Reflects You, packed with actionable steps to craft a message that connects and inspires.
Because when your message is clear, your mission can change lives. Just ask Brittany.
And if you’re ready to build a brand that doesn’t just stand out—but stands for something bigger—let’s talk. Schedule a free call with us today here.
