Brand Clarity Worksheet
Use this before rewriting a homepage, renaming an offer, briefing an agency, or asking a team to “make the message clearer.”
Who is trying to make progress?
Write the real person or group, not the broad market label. Name the moment they are in.
What has become harder, riskier, or more expensive?
The strongest messages usually name pressure before they present an answer.
What should the buyer compare this to?
If the comparison is wrong, the copy has to fight the wrong fight.
Write the plain version first.
Use one sentence: “We help [reader] [make progress] when [pressure].” Then remove anything you would not say out loud.
What makes the sentence believable?
List the experience, evidence, mechanism, constraint, or point of view that gives the claim weight.