How small businesses and nonprofits can cut through the noise with clarity and purpose.
In 2025, Clarity Isn’t Optional
This year has asked a lot of small business owners and nonprofit leaders. From shifting tech trends like AI to changing donor behavior, it feels like the rules of engagement keep evolving.
But one thing hasn’t changed: your message still matters.
If you’re struggling to get noticed, connect with your audience, or convert interest into action, the issue often isn’t your mission or your offer. It’s how you’re communicating it.
In 2025, a clear and relevant brand message is one of your biggest marketing advantages. Let’s unpack why.
What Is a Brand Message, and Why Does It Matter?
A brand message is the heart of how you talk about your organization or business. It answers questions like:
- What do you do?
- Who do you help?
- Why does it matter?
- And why should someone take action now?
It’s more than a slogan or a catchy elevator pitch. Your brand message shapes how you show up across your website, emails, events, and conversations.
When your message is clear and relevant, it builds trust. It sets the tone. And it gives your audience confidence that you understand them and have something valuable to offer.
Enter the StoryBrand Framework
At Evan Cox Consulting, we often use the StoryBrand framework to help clients clarify their message. Why? Because it works.
Here’s the gist:
- Your audience is the hero of the story
- You are the guide
- You help them overcome a challenge and succeed
It’s a simple shift in perspective that leads to huge results. Instead of talking about how great you are, you focus on what they need and how you can help.
For example:
- Instead of: “We’ve been in business for 20 years…”
- Try: “We help overwhelmed nonprofit leaders clarify their message and connect with more donors.”
See the difference?
The Message You Need in 2025
In a world full of noise, being clear is the minimum. But it’s not enough.
Take this example (yes, from an actual Facebook Marketplace post):
“Two pots for sale.” Clear? Yes. Compelling? Not at all.
The same principle applies to your messaging. If you’re just clear about what you do, people may still scroll past. What makes them pause is relevance.
Your message needs to answer:
- Why you?
- Why now?
- How are you different from everyone else?
This is especially critical for nonprofits working with limited budgets or small businesses competing in saturated spaces.
Where Does Brand Messaging Fit in Your Strategy?
Your message isn’t a one-liner tucked on your homepage. It’s the backbone of your marketing.
From your email campaigns and website copy to your donation appeals and social media bios, it all flows from your core brand message.
When your message is clear and consistent, it does a few powerful things:
- Reduces confusion
- Builds trust faster
- Makes action easier
And in a season where people are more cautious about where they spend or give, clarity and relevance are what cut through.
How to Get Your Brand Message Right
You don’t have to overhaul everything at once. But you do need to know what you’re saying and why it matters.
Here’s how you can get started:
- Clarify your message using a proven framework (like StoryBrand)
- Make sure it addresses your audience’s real needs and goals
- Use it consistently across your website, social, and email
You’ve got two options:
- DIY it: Start with a first draft using our free marketing report.
- Work with us: We’ve guided 200+ small businesses and nonprofits through this process, and we’d be glad to walk with you too.
Ready to Tell a Clearer Story?
If your current message isn’t connecting, don’t give up. Instead, get clearer.
At Evan Cox Consulting, we help value-driven organizations craft messaging that moves people to action. Whether you want more donors, clients, or community support, it all starts with what you say and how you say it.
Let’s work together to clarify your message and grow your impact in 2025.
