The Problem: Brand Messaging Is Getting Lost

In today’s fast-moving digital world, brands struggle to create messaging that stands out. Research shows that 28% of marketers can’t align their messaging with their audience’s values and struggles. (Source: HubSpot Blog, The CMO). That’s a massive missed opportunity, especially when authenticity and human connection are what people crave now more than ever.

The challenge goes deeper than just the words we use—it's about making sure those words land with your audience. It’s easy to craft a message that sounds good internally, but what really matters is if it resonates externally with the people who need to hear it most. This is where many brands fail to make an impact. They don’t invest enough time in understanding their audience’s true needs, desires, and challenges.

What’s Driving This?
Brands often get caught up in jumping on the latest trends or social platforms—like Meta’s Threads, which saw an 82% drop in users within months (Source: LocaliQ)—without focusing on what really matters: building trust and authentic connections. Instead of chasing the next shiny object, let’s focus on what works—creating content that reflects the values of the people you’re speaking to.

In addition, we have to acknowledge that the digital landscape is more saturated than ever. Everyone is competing for the same attention on the same platforms. This means your messaging needs to stand out, but more importantly, it needs to connect on a personal level. That’s why a people-first approach is no longer optional; it’s essential.

We did a fantastic
webinar some months back with Jason Vana on brand messaging and positioning. We then dove into brand archetypes. It's definitely worth checking out!

The People-First Solution

At TACK, we’ve always been passionate about putting people first in all our go-to-market strategies. It’s not just a strategy—it’s the core of what we do.

Why is this important?
The truth is that people want to feel heard and understood. With the rise of social media and digital engagement, buyers expect more personal and authentic communication. They want to know that brands care about their problems and aren’t just pushing products. And when brands genuinely connect with their audience on a personal level, trust is built, which leads to deeper relationships and longer-lasting loyalty.

In an age where consumers are bombarded with content from all angles, being people-first isn’t just a nice-to-have—it’s a necessity. Buyers are smarter, savvier, and have higher expectations. They can tell when brands are being genuine, and they gravitate toward those who prioritize relationships over sales.

Here’s the framework I recommend using:

• People: Understand who you are talking to. Dive deep into their motivations and challenges (check out the People-First GTM Workbook for more details).

• Problems: Identify the real issues they care about. These issues are often emotional drivers that extend beyond their professional roles. For example, are they worried about efficiency, personal growth, or even looking good in front of their boss? Addressing these personal factors is what will make your messaging truly resonate.

• Stories: Share relatable success stories, showing how your solutions have helped people just like them. These narratives should focus on real, tangible outcomes, not just benefits. People are much more likely to connect with your brand if they can see themselves in the success of others.

• Examples: Show tangible value—don’t just tell them what they should do. Concrete examples, data points, or case studies can demonstrate the effectiveness of your solution and help build credibility.

This approach isn’t just about creating better messaging—it’s about crafting stories that resonate. Focusing on people's needs helps you stand out in an oversaturated market.

Here is a messaging hierarchy we have used ourselves for years, both in-house and now at TACK, along with the different frameworks for brand, solution, and product messaging.

Breaking Down the Framework

Let’s get specific. Here's how we structure messaging for our clients to ensure we always put people first.

1. Core Elements of Messaging

• Vision & Mission: Define your North Star. This should be at the core of all your messaging. Your vision drives your long-term strategy, while your mission helps you stay focused day-to-day. Example: Tesla’s vision “to create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles” guides everything they do. If you don’t have this kind of clarity, your messaging will suffer. People want to follow a brand with a strong sense of purpose.

• Brand Promise: What do people expect from you consistently? This promise should be clear and easy to understand. (Apple nails this with their seamless product ecosystem.) The promise you make must be a promise you can keep. Otherwise, you risk losing the trust that is so hard to build.

2. Understanding Your Audience

• Define your ICP: Who are your perfect customers? If you need help defining this, tools like HubSpot’s ICP Generator can get you started. Understanding your Ideal Customer Profile (ICP) goes beyond basic demographics; it’s about understanding the deeper motivations, behaviors, and pain points that drive your audience. The more you can hone in on what really matters to them, the more effective your messaging will be.

• Emotional Drivers: Go beyond demographics. Understand what motivates your audience on a deeper level. It’s not enough to know that your audience consists of B2B marketers. For example—you need to know what keeps them up at night. Are they struggling with getting buy-in for new initiatives? Are they worried about staying relevant in a fast-changing digital landscape? These emotional triggers are what you should focus on.

3. Messaging Pillars

• These are the key themes you want to focus on in your communication. Think of these as the backbone of your messaging strategy. Your story should mirror your audience's values and help them understand why your solution is unique. Crafting these pillars with care ensures consistency across all platforms and touchpoints. It also helps create a strong foundation that can be built upon as your brand grows.

For a more visual representation, see the image of our People-First Messaging Framework included earlier in this newsletter.

Did you know that we have over 250+ templates, frameworks, and processes that we have used for the last 20+ years in B2B Tech companies? Being a part of TACK Insider for $15 a month or $99 for the year will get you access to all of them, plus a lot more.

Why People-First Matters More Than Ever

Let’s face it: the world of B2B marketing is changing rapidly. Buyers are more educated and more empowered, and they expect more from the brands they interact with.

This shift has created an urgency for brands to adopt a people-first mentality, focusing on relationships over transactions. In fact, one of the biggest insights from our experience at TACK is that the brands that succeed are those that put the customer at the heart of every decision. This people-first mentality is about understanding, empathizing, and delivering real value in every interaction.

But here’s the catch: while many brands claim to be customer-centric, very few actually practice it in their day-to-day operations. The reality is that being people-first requires more than just saying the right things—it demands aligning every action, touchpoint, and piece of communication around delivering value to your audience. This shift is about moving from a transactional mindset to one focused on long-term relationships.

Creating Authentic Engagement

Being people-first isn’t just about understanding your audience’s problems—it’s about solving them in a genuine and authentic way. We’ve built this into the core of our content strategy at TACK by focusing on creating meaningful conversations with our audience.

One of the most powerful ways to create authentic engagement is by fostering real-time conversations through platforms like webinars, Q&A sessions, and interactive content. It’s not about broadcasting messages to your audience—it’s about bringing them into the conversation. This approach helps humanize your brand and build stronger relationships.

Pro Tip: Don’t just talk at your audience. Engage them in dialogue. Share stories and real-life examples that illustrate how you can help them solve their challenges. Authentic engagement is about solving real problems and fostering a sense of community.

Tying It All Together

The more you integrate people-first principles, the more your messaging will resonate with the right audience. It’s not about shouting louder or hopping on trends; it’s about speaking directly to your audience’s needs.

Why It Works: When you align your messaging with what your audience cares about, you’re not just selling products—you’re building relationships. These relationships will carry you much further than any short-term sales tactics ever could.

Key Takeaways

1. Don’t chase trends—focus on what resonates with your audience.

2. Build messaging that’s aligned with your brand’s mission and values.

3. Use the People-First approach to guide your strategy and content.

4. Foster authentic engagement by bringing your audience into the conversation.

Ready to go deeper? Join our Slack Community to connect with like-minded marketers, check out the GTM News Desk podcast, or visit our media hub for more people-first content.

• Slack Community

• GTM News Desk Podcast on Apple & Spotify

• TACK Network

Looking forward to hearing your thoughts!
Catch you next week,
Nick

P.S. Got questions or want to share your own experiences with building trust in B2B? Hit reply or drop a message in our Slack community. I'd love to hear from you!