Stop Guessing Your Brand. Start Building It.

Communication Strategy 101: Finding Your Purpose.

Most small businesses and NPOs don’t struggle with marketing communication because they lack passion. They struggle because their message keeps changing. One day it’s about values. The next it’s features. Then it’s price, then purpose, then “we’re different because…”. Then, then, then… Sound familiar?

But as the saying goes, “quality over quantity”. And in the communication space, that means that clarity beats volume. When the message is clear, everything gets easier. Websites, sales decks, donor appeals, social captions, campaigns. That clarity isn’t luck. It’s a researched, planned, strategic system with rules, definitions, and logic.

And that’s where a Communication Strategy comes in.

What you'll learn (and why it matters).

Competitor analysis that actually helps. Not the “list the top three and stare at their logos” version. Real analysis shows you where to compete and where to ignore. It stops copy-paste marketing and turns “we should do what they did” into “we know exactly what we do.”

A practical business deep dive. Brands fall apart where their differentiator is fuzzy. Together, we will map how you create value, how you capture it, and how your audience experiences it, so communication supports growth, not just aesthetics.

Audience exploration you can use tomorrow. No vague personas and weird celebrity aliases. You’ll leave understanding how to define who your audience actually is (and who they aren’t) to clarify language you can drop straight into ads, emails, conversations, and pitches.

Mantra > Mission. Mission statements sound like they were written for a board report. A brand mantra is short and magnetic. It guides tone, messaging, and decision-making. You’ll learn how to write one that your team actually repeats.

Positioning that holds under pressure. Positioning isn’t poetry. It’s a clear claim, for a specific audience, with a specific benefit, backed by proof. I’ll give you the structure so you can build a sharp statement that can live on your homepage and still make sense in a sales call.

Pay-off line vs descriptor (and why yours might be wrong). A pay-off line is you WHY. A descriptor is your WHAT. Knowing the difference prevents you from putting a screwdriver where a hammer should go. Creative concept development with an audience-first tool. Ideas are easy. Relevant ideas are rare. You’ll get a simple, repeatable tool to turn strategy into creative concepts that connect.

And yes, this is hands-on. Breakaways. Worksheets. Real-world examples. You’ll walk out with working pieces, not just notes.

A quick exercise you can do right now.

Your brand or business name is made up of 3 things. Your name, your descriptor and your pay-off line. Ie. Name = Who. Descriptor = What. Pay-off Line = Why.

Go take a look at yours. Do you have each of these? If you do, try this test: If it explains, it’s a descriptor. If it must be remembered, it’s a pay-off. If you don’t have them, it’s time you did.

What you’ll take home from the workshop.

• The Big Questions: to kickstart your communication journey.

• Targeted ChatGPT prompts: to speed up research without losing your voice.

• Practical tools that I have developed over 15 years: to build Communication Guidelines, Mantras, Positioning, Pay-off Lines, and more.
  

Why this works.

Because it integrates thinking and doing. You’ll map competitors, clarify value, and define audience triggers, then transform those insights into tools you’ll use daily. No fluff. No 50-page brand decks gathering dust. Just the right words, in the right order, with the right proof.

Seats are limited.

• Details: 20 November, 9:00am – 12:30pm

• Format: Interactive workshop with breakaway sessions

• Includes: Full toolkit + templates
  

Ready to get clear? Email kaylivee@gmail.com to book along with a one liner about your small business or NPO. Together we’ll set you up for communication success, by uncovering your brand’s most powerful story, no matter where you tell it.