Building a Brand Messaging Framework
A simple hierarchy of messages that keeps website, sales and social saying the same thing.
A messaging framework is a short document that sets out what you say, in order of importance.
The hierarchy
- One-line description. What you are.
- Value proposition. The main benefit.
- Three pillars. Supporting benefits.
- Proof points. Evidence for each pillar.
- Boilerplate. A standard paragraph.
Writing it
Start with customer language. Review sales calls and support tickets for phrases that recur.
Audience versions
Keep the core and adjust emphasis for buyers, users and investors.
Testing
Use the messages on the homepage and in outreach. Measure responses.
Keep it short
Two pages. Longer documents go unread.
Connect to voice
The framework says what you say. Your tone of voice says how. Both grow from positioning.
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