Brand messaging
Also called messaging framework, key messages
What is brand messaging?
Brand messaging is the set of core messages a brand uses to explain what it offers, who it is for, why it is different and why people should believe it. It includes the value proposition, key benefits, proof points and the tagline, all written in the brand voice. It keeps every piece of copy saying the same important things.
Teams often capture messaging in a messaging framework or house: one core message at the top, three or four supporting messages (pillars) underneath, and proof points under each. The framework then feeds websites, ads, posts and sales conversations.
Messaging is what you say. Brand voice is how you say it. Both should follow from your brand positioning.
Why brand messaging matters
People need to hear the same idea several times before it sticks. Consistent messaging makes sure your posts, ads and pages repeat your main points instead of scattering in many directions.
Clear messaging also speeds up writing. Captions, scripts and ad copy can start from approved messages and proof rather than a blank page.
How to create a brand messaging framework
- Write one core message that sums up your value proposition.
- Add three or four supporting messages, each about a key benefit.
- Under each, list proof points: facts, reviews, numbers from your own records.
- Adapt the messages for each audience segment if you have several.
- Share the framework with everyone who writes for the brand.
Brand messaging FAQ
What is the difference between brand messaging and brand voice?
Messaging is the content: what you say about your offer. Voice is the style: how you say it.
What are messaging pillars?
The three or four main supporting messages under your core message, each backed by proof points. They often map to content pillars on social media.
Related terms
Brand voice is the consistent personality a business shows in its words: the vocabulary, rhythm and attitude that make its writing recognizable.
A value proposition is a clear statement of the benefit a customer gets from a product, and why it is better for them than the alternatives.
Brand positioning is the place a brand aims to hold in customers' minds: who it is for, what it offers and why it beats the alternatives.
Content pillars are the three to five core topics a brand posts about again and again, giving its content a clear focus and variety.
A tagline is a short, lasting phrase that sits with a brand's name or logo and sums up what it stands for or promises.
Copywriting is writing words meant to make people take an action: buy, sign up, click, book or remember a brand.