Core Messaging: Going Beyond Branding
Written by Sam Abeysekera on 11 December 2024
Most people think of their personal branding as something they communicate to the external world—a piece of their marketing toolkit. But what if it was more powerful (and authentic) than that?
What if it could define how your teams operate, how you resolve conflict, and how you approach and evolve the very nature of your work? I call this core messaging.
It was actually the topic of our Mastermind session last week (our last one until 2025), where we focus on finding synergies and strategies that simplify rather than overwhelm. I've written about core messaging before as a method for describing your work—but it also applies across the board, whether you’re leading a team, building relationships with clients or creating innovation.
One of our members shared incredible news: she’s been hired to take on a precedent-setting matter for a multinational company she’d been pursuing for years. This result wasn’t luck—it came from her strategic and consistent use of core messaging to build trust and communicate value over time.
Most people stop at branding for cosmetics—whether it’s a polished website, an impressive bio, or a standout LinkedIn profile. These are important, but they’re like a beautifully decorated cake with no layers inside. Core messaging is what gives the structure, the substance, and the flavor that makes people want to come back for more.
Applications of Core Messaging
Here are some examples of how core messaging serves two seemingly different, yet deeply connected areas:
1. Dealing with Resistance
Core messaging helps you reposition objections into opportunities. For instance:
• A client says, “We can’t afford this.”
• With core messaging, you respond: “This investment ensures your goal of long-term stability and growth. How can we make this happen?”
This isn’t about persuasion—it’s about alignment. By speaking directly to a client’s goals, you can turn resistance into collaboration.
2. Creating Clarity and Momentum
For teams, core messaging provides a shared vision that guides action. Instead of instructions, you provide purpose:
• Why this project matters.
• How each role contributes to the bigger picture.
One client shared how embedding core messaging in their team meetings is transforming team culture and creating its own sense of purpose (even when she’s not there)—like a compass that everyone can follow. Clarity is replacing silos, and cooperation is tangible.
Core Messaging Is a Leadership Strategy
What’s one way you can align your goals with your messaging next year?
Have you used core messaging to think about your goals or how you can deepen your client relationships or team culture? Share your thoughts with us—I’d love to hear your experiences.
Sam Abeysekera
Sam is dedicated to empowering female partners and founders in the legal industry to break through barriers and redefine success. As the lawyer's advocate, she equips her clients with strategies to become seasoned rainmakers and thrive within the dynamics of law firm culture, all while maintaining balance and authenticity.
