BRAND MESSAGING EVIDENCE WORKSHEET
Branding Tatva | Prepared 27 October 2026

Use this alongside the brand messaging service:
https://brandingtatva.com/brand-messaging

A working document for one offer, one priority buyer and the words they encounter.
Complete it on your own device. Start with the material you already have and mark
missing evidence as an open question. The exercise helps prepare a conversation;
a finished message, customer research and copy production need an agreed scope.

Before sharing: remove passwords, access keys, customer identifiers, health
information and confidential contract details. Use redacted extracts you have
permission to share. Keeping the worksheet private is also a valid starting point.

01 / NAME THE WRITING DECISION

Offer being explained:
Priority buyer and buying situation:
The question that repeatedly appears in real enquiries:
What the reader needs to understand before taking the next step:
Positioning decisions already agreed:
Positioning questions still open:

Choose one explanation to improve first. An unsettled audience or offer belongs
in the positioning brief; changing the adjectives alone leaves that decision open.

02 / COMPARE THREE EXISTING EXPLANATIONS

Copy a short, permitted extract from each place. Record its date and location.

Homepage introduction | current wording | date or version:
Service page opening | current wording | date or version:
Proposal introduction | current wording | date or version:

For each extract, identify the buyer, the work promised, the evidence offered and
the next action. Mark contradictions in meaning separately from differences in
tone or length. A proposal can provide detail that a homepage only introduces.

One contradiction worth resolving:
One useful phrase to retain:
One question that requires customer evidence:

03 / WRITE A MESSAGE THAT NAMES THE WORK

Draft one sentence in ordinary language:
For [buyer in a specific situation], [offer] covers [work or decision], supported
by [evidence you can identify].

Then write it naturally, without keeping the brackets or forcing every field into
one headline. A writer should be able to point to the actual service behind each
promise. Leave an unsupported benefit as a research question.

Core explanation:
Supporting reason one:
Supporting reason two:
What the service excludes:

04 / GIVE EVERY CLAIM AN EVIDENCE RECORD

Repeat this record for each proposed claim:
Claim or exact wording:
Status: recorded evidence / interpretation / assumption / open question
Source, owner and permission to use it:
What was delivered or measured:
Baseline, time period, sample and denominator, where relevant:
What the record leaves unmeasured:
Wording the available evidence can support:
Person responsible for checking it:

Example from Branding Tatva's published Plaxonic record: sixteen pieces across
four formats describes delivered content strategy and writing. Engineering results
discussed within that writing belong to the source project. Traffic, lead and sales
effects remain outside the available portfolio record. Keep those scopes separate
when turning project evidence into a message.

Source: https://brandingtatva.com/work/plaxonic-content-portfolio

05 / PUT THE EXPLANATION IN A USEFUL ORDER

Opening: what is the offer and who is it for?
Next: what happens during the work and who is responsible?
Proof: which specific example supports the promise beside it?
Boundary: what needs a separate scope or further evidence?
Action: what should a suitable buyer do next?

For each line, name the page or document where it belongs. Place a source or
example beside the claim it supports instead of collecting every proof point
at the end of a long page.

06 / ANSWER THE QUESTIONS THAT DELAY A DECISION

Use questions from actual enquiries rather than inventing a customer objection.

Buyer question:
Direct answer in the current proposal:
What is included:
What requires a separate scope:
Dependency on the buyer or another supplier:
Where the answer should appear:
Owner of any unresolved decision:

Check delivery responsibilities, review rounds, access, timing and handover.
Record a quoted fee with its currency and scope; this worksheet sets no price.
Regulated claims, licensing and legal terms require appropriate specialist review.

07 / TURN VOICE GUIDANCE INTO SENTENCE DECISIONS

Choose one sentence your team repeatedly rewrites.

Original wording:
What the reader could misunderstand:
Revised wording:
Evidence that permits the revision:
Voice principle demonstrated:
Words to use because buyers understand them:
Words that need an explanation or a more concrete alternative:

Test the principle on a service explanation and a routine project update. The
language can respond to the situation while preserving the same service facts.

08 / CARRY ONE MEANING INTO THREE TOUCHPOINTS

Homepage: introduce the offer and the next useful action.
Service page: explain scope, evidence, responsibilities and exclusions.
Proposal: specify the agreed outputs, review process, fee and handover.

Write a short version for each. Underline any promise that changes between them.
Resolve the underlying discrepancy before polishing the sentence.

Target market and reader vocabulary:
Language versions required:
Who checks meaning and approves each version:
Translation or specialist review that needs a separate scope:

09 / CHECK UNDERSTANDING WITHOUT LEADING THE ANSWER

Show a draft to a suitable reader and ask, before explaining your intention:
- What work do you think is being offered?
- Who do you think it is for?
- What would you do next, and what would you still need to know?

Record the draft version, the questions asked and anonymised responses. Keep the
number and suitability of participants visible. A small understanding check gives
direction for revision; it leaves sales, conversion and search effects unmeasured.
Formal interviews, recruitment and message testing need their own agreed scope.

Phrase misunderstood:
Evidence still requested:
Revision to test:
What remains unknown:

10 / AGREE HANDOVER AND A REVIEW RECORD

Language approver:
People who will use the guidance:
Touchpoints and finished copy included:
Editable files and examples to hand over:
Review rounds and feedback owner:
Meeting windows with both time zones:
Version and publication approval:
Baseline wording and available enquiry evidence:
Review date and questions to assess:
Other changes to traffic, pricing or the offer during that period:

Keep message understanding, search impressions, AI citations, visits and suitable
enquiries as separate observations. Attribute a result only as far as the record
supports it. This is a preparation exercise, rather than a scoring or ranking tool.

TAKE THE BRIEF INTO A CONVERSATION

Send a redacted summary of the offer, recurring buyer question, materials available
and decision you need to make. Sharing a completed worksheet is optional. The
proposal confirms the actual work, fee, responsibilities and delivery dates.

Messaging enquiry:
https://brandingtatva.com/contact?service=brand-messaging#write

Further reading:
https://brandingtatva.com/insights/brand-messaging-framework
https://brandingtatva.com/insights/brand-voice-guidelines-writers-can-use

Original Branding Tatva planning exercise. Downloading it creates no account,
subscription or booking. Adapt a private copy for your own business.