Member-only story
The ultimate guide to brand messaging frameworks
At the very least, your brand messaging framework should include your business value proposition, target audience, and a statement about what differentiates you from the competition.
Whether you’re launching a new business, pivoting in a new direction, or doing a brand refresh, sometimes it’s easier to chip away at the quick action items, right? As in, you might want to make one last product tweak or finish up your latest blog post.
At some point, though, in order to scale, it will become critical to get crystal-clear about your brand’s reason for being. Enter the brand messaging framework.
What is a brand messaging framework?
A messaging framework is a structured written representation of your brand’s unique selling points. A successful messaging framework is easy to understand and clearly differentiates your company from the competition. At the very least, your brand messaging framework should include your business value proposition, target audience, and a statement about what differentiates you from the competition. We also recommend including guidance on message hierarchy and some notion of how your brand messages or features ladder up to a primary, overarching message.
Think of your messaging framework as a solid foundation for building your business and all of its related functions: marketing, communications, advertising, sales, business development, public relations, customer service, and more. Multiple teams and people can benefit from using one shared messaging framework.
Consistent brand presentation across all platforms (website, mobile app, social, etc.) increases revenue by up to 23%, writes Gabriel Shaoolian, CEO of Digital Silk, in Forbes.
Why is a brand messaging framework important?
“One of the most critical activities — and indeed THE most important marketing activity — that a company must do is establish a…
