What You Want to Be Known For: Brand Messaging That Works

If you’ve been posting consistently and still feel like your message is a little… floaty—this is for you.

Because here’s what I know firsthand:

When you’re talking about something that doesn’t light you up, or you’re saying it in a way that doesn’t feel like you… you will eventually stop showing up. Not because you’re “inconsistent.” But because you’re bored, disconnected, and tired of repeating a message you don’t even believe in.

So in this episode of 17 Minutes, we’re talking about brand messaging—specifically, how to get clear on what you want to be known for (not just in a vague “high level” way… but in a micro way that actually changes what you say online).

The problem: “I want to be known for what I do.”

Let’s say you tell me:

“Rob, I just want to be known as the best massage therapist in town.”

Love that. It’s a start.

But if I’m being honest? It’s also where a lot of people get stuck.

Because being known for what you do (massage therapist, coach, designer, photographer, nutritionist, etc.) is not the same as being known for the specific reason someone should choose you.

The real question is:

What makes your work different when someone experiences it?

What do people walk out saying?

What’s the thing that makes someone text their friend and go:
“Okay you HAVE to go to them because…”

That’s your message.

That’s the thing you repeat.
That’s the thing you build content around.
That’s the thing your audience can remember.

Two people can sell the same service… and attract totally different clients

Here’s where the massage therapist example gets juicy.

Imagine two RMTs. Same service. Same booking link. Same 60 minutes on the table.

But their messaging is totally different based on why they do what they do and what outcome they care about most.

Massage Therapist #1: “Freedom in your body”

This person got into massage because they experienced pain early in life—an accident, an injury, a body that held them back. Massage gave them their life back.

So their messaging naturally sounds like:

“Play with your kids again.”
“Get back on the ice.”
“Don’t let your body be the reason you say no to your life.”

They’re not selling “massage.”
They’re selling freedom, movement, play, life back.

Massage Therapist #2: “Longevity + optimization”

This person fell in love with anatomy. They’re obsessed with how the body works and how to support it for the long run.

Their message sounds like:

“Optimize your body.”
“Understand what’s happening.”
“Move well for decades.”
“Support longevity.”

They’re not selling “massage.”
They’re selling function, education, longevity, performance.

Same service. Different message. Different client.

That’s the point.

Why your audience feels confused (even if you’re “showing up”)

A lot of entrepreneurs are basically doing content like this:

coffee pic
studio/workspace pic
client win
random thought
“here’s my offer”

…with very little context tying it all together.

And over time, your audience learns what you do.

But they never anchor into why you.

They don’t understand the deeper reason you’re the person to come to when they want a specific result.

So your message starts to feel like:
“Yeah, they’re good… but I don’t really know what they’re known for.”

The simplest question that sharpens everything

Here it is:

What do I want to be known for?

Not “what do I sell.”
Not “what industry am I in.”

Known for.

When someone says your name, what do you want them to associate it with?

A feeling?
An outcome?
A specific transformation?
A specific lens you teach through?
A specific type of client you serve?

This is where your content stops being “stuff you post” and starts becoming a message you lead.

Your differentiation isn’t a marketing trick. It’s you.

This is the part people overcomplicate.

They think differentiation means:

a new niche label
a quirky brand color
a clever hook

But real differentiation is built from things you already have:

Your why (what pulled you into this work)
Your values (what you believe matters most)
Your story (what you’ve lived through)
Your process (how you do what you do)
Your perspective (what you see that others miss)
Your experience (what you’ve learned, overcome, practiced, refined)

No one has your exact combination. And when you start weaving those pieces into your messaging, you become easy to recognize—to the right people.

A practical way to bring this into your content (starting today)

If your feed has felt scattered or a little random, do this:

Step 1: Write your “known for” statement

Finish this sentence:

“I want to be known for helping people ________.”

Make it outcome-based, human, and specific.

Examples (just to spark ideas):

“I help women rebuild trust with themselves after burnout.”
“I help entrepreneurs create content that sounds like a real person and actually sells.”
“I help people feel strong in their bodies again so they can live fully.”

Step 2: Add context to everything you post

Before you hit publish, ask:

How does this connect back to what I want to be known for?

Your coffee photo can stay. Your studio photo can stay. Your client win can stay.

Just stop posting it like it’s unrelated to your message.

Step 3: Repeat your message on purpose

If you feel like you’re repeating yourself—good.

Your audience needs repetition to understand:

what you do
who it’s for
why it matters
why you

Clarity is built through consistency of message, not constant reinvention.

Want help getting crystal clear on your message?

If you want to understand how you’re specifically wired to lead, decide, market, and sell—this is exactly what the Identity Report is for.

It’s a personalized blueprint (40 pages) that breaks down what makes you you on a behavioral level, and gives you a marketing + business strategy rooted in who you actually are—so you’re not borrowing someone else’s framework and forcing it to fit.

You also get a 1:1 call with me to review it together, so we can pull your message forward and make it tangible.

✔️ Get your Identity Report → https://www.robynsavage.com/the-identity-report
Work with me → https://www.robynsavage.com/services
Come say hi on Instagram → https://www.instagram.com/robyn_savage

Final thought

You don’t need more content ideas.

You need a message that actually feels important to you.

Because when your message matters to you, it becomes easier to:

show up
repeat yourself
be creative
sell without feeling weird
build something you don’t secretly want to burn down

Start here:

What do I want to be known for?