top of page
Search

Authentic Marketing Is Useless Without Clarity: A 3-Step Brand Messaging Framework

  • Writer: Ignacio Guerrero
    Ignacio Guerrero
  • Nov 9, 2025
  • 3 min read
Ignacio Guerrero brand messaging framework for authentic marketing and clarity

Your brand story is beautiful, and your mission is super authentic; even your founder's journey is genuinely inspiring. But let me tell you something, it doesn't matter if your customer doesn't understand what you actually do.


This is an uncomfortable truth behind the "authenticity" focus in modern marketing. We've been told that the idea is that emotional connection and behind-the-scenes work will drive revenue. And in a way, it is true, but it is also an excuse for lazy and unclear messaging.


The authenticity creates a speech that is about YOU! And marketing is not about you; it's about them. How can your story be their story too? How does your product help you, and how can it help them? Authentic content often hides behind holistic language and emotional narratives, rather than clearly stating what it solves for customers.


42% of startups fail because they create something nobody wants, but often, "nobody wants it" actually means "nobody understood what it was"


You will always have a buyer; there is always someone who wants to buy what you sell, but the question is how you make them aware that you exist.


"Authenticity without clarity is just expensive self-expression."


This is not a positioning framework. It's a practical, three-step diagnostic tool to ensure every element of your messaging passes the clarity test.


Method 1: The Customer Pain Lens

  • What specific customer problem do you solve best?

  • What would happen if this problem weren't solved? (The consequence).

  • Is this the primary problem, or are you also addressing secondary issues?

Method 2: The Before/After Lens

  • Before your product: What is the customer's reality?

  • After your product: What is different?

  • Can you articulate this in one sentence?

Method 3: The "Say It to a Kid" Test

  • Explain your business to someone with zero industry knowledge in 2 sentences.

  • If they can't repeat it back to you, you haven't defined your "one thing".


Think of these as practical tools for achieving.


Step 1 of your clarity framework, which involves defining your "One Thing." Each method helps you stress-test your messaging from a different angle. Once you've uncovered that core promise, you're ready for the rest of the process:


Step 2: Eliminate Jargon (so outsiders can "get it" instantly)


and


Step 3: Define Your Distinct Call-to-Action (so they know exactly what to do next).


Without this foundational clarity, every other marketing move is just noise. It looks so obvious, but out there are people losing money because they don'tt use a CTA.


I'm not saying you should focus exclusively on your product or service. Your story needs to be aligned with what you sell to significantly increase conversions. Your story is just your story, and if it doesn't match what you sell, it will remain just your story. However, if it is aligned, start generating leads through your content. If your story resonates with people, sooner or later they will contact you.​


In conclusion, stop creating authentic content just for entertainment, and start providing a clear explanation of what, how, and where you sell. Because if not, you are creating influencer content... that's okay if you are an influencer, but if you are looking to sell a product or service, don't just stay in the phase of authentic content; make it a lead generation job.



References:

  1. CB Insights. (2022, November 30). The top 12 reasons startups fail. Retrieved from https://www.cbinsights.com/research/report/startup-failure-post-mortem/

  2. Wisernotify. (2024, December 18). 51 impactful branding statistics (New 2025 data). Retrieved from https://www.wisernotify.com/blog/branding-statistics/

  3. Contentgrip. (2025, April 25). Jargon is hurting your brand: What marketers should know. Retrieved from https://contentgrip.com/jargon-hurting-brand/

  4. Paperplaneco. (2023, December 12). The impact of inappropriate language. Retrieved from https://www.paperplaneco.com/blog/the-impact-of-inappropriate-language/

  5. HubSpot. (2022, May 5). 15 call-to-action statistics you need to know about to increase conversions. Retrieved from https://blog.hubspot.com/marketing/call-to-action-statistics

  6. We Are Tenet. (2025, March 19). 50+ branding statistics for 2025. Retrieved from https://www.wearetenet.com/blog/branding-statistics-2025/

  7. McKinsey & Company. (n.d.). How B2B brands can connect through clear communication. Retrieved November 9, 2025, from https://www.mckinsey.com/

Comments

bottom of page