Communicating effectively as your business (not about it) is challenging. A brand messaging framework makes sure every department is telling the same story.

Key Takeaways 

  • Brand messaging is an integral part of all your communications
  • A brand messaging framework is the foundation that keeps all your messaging level
  • Without a messaging framework, your communications would be inconsistent and disjointed
  • Creating a framework helps articulate who you are, what you offer and what differentiates you from your competitors

How does your business succinctly tell who you are, what you do and why you do it? How do you tell your audience a compelling story about your products and services? Or communicate impactfully about your beliefs and why you’re different?

Even more important, how do you make sure every department is creating cohesive and consistent messages, especially when working with different content creators like copywriters and designers?

By creating a brand messaging framework.

When everyone in the company has a reference point to clearly and cohesively articulate who you are, your offerings and what makes you different while maintaining consistency in brand voice and tone, then you can communicate effectively with your target audiences. Otherwise, different types of messaging may just cause confusion. 

What is a brand messaging framework?

A brand messaging framework is the foundation upon which all your brand messaging is built. It is a structured document with statements, guides, terms and phrases that convey the priorities of your company’s messaging.

The messaging framework is not just for your internal staff but for everyone you work with. Whenever you seek the services of an external designer, marketer or content creator, the framework ensures they represent your brand.

Whether it’s website copy, marketing materials, social media posts or product packaging, this foundation keeps all your brand communication aligned and consistent.

How to create a brand messaging framework

1. Set a positioning foundation

  • Create a positioning statement: A positioning statement clearly describes how your offerings are unique and fill your prospects’ needs in a way that other products don’t. This statement frames who you are, who you serve, the value you offer and what makes you different from competitors.
  • Establish your brand pillars: These are your brand’s characteristics and values. Brand pillars can be anything your audience considers essential, such as on-time delivery, trust and integrity. Identify the benefits or your business’s most important selling points and supporting points on how you’ll achieve what you promise.
  • Write a tagline: This short and memorable phrase serves as a permanent expression of your brand’s purpose. For example, Pfizer’s is “Hope changes lives.” Come up with a short tagline, not a paragraph. What do you want your audience to feel when they read your tagline? What benefit will they enjoy? The tagline should stir emotion even if you don’t state it.

2. Know your audience

The next step is identifying your target audience. This will help you determine how to communicate with them, where to find them and their preferences. Determine:

  • Who can benefit from your offerings?
  • What needs do they have?
  • What are their demographics? 
  • What challenges are they facing that your offerings can solve?

After completion, create audience profiles. Include your audience’s demographics, challenges and preferred communication channels and content types.

3. Determine your unique value proposition

What are your distinct selling points to prospective customers?

A value proposition is not merely a feature in your offering – it’s how the functionality will benefit people. 

First, determine what your audience (identified above) finds valuable, then think of how your product or service can offer them value. To write a value proposition:

  • Identify your audience’s pain points.
  • Identify the benefits and value that your product offers.
  • Determine how these benefits add value.
  • Connect the value to your audience’s pain points.
  • Position your brand as the preferred provider of the differentiator that adds value.

The more value propositions, the more selling points you have. You can have multiple ways your products offer value, such as easy-to-use, fewer side effects or increased efficacy.

4. Build your brand style guide

A brand style guide ensures consistency in how your brand looks, feels and sounds. Your brand’s voice is the personality that makes it stick out from the crowd.

Create a brand style guide that includes your voice and tone, brand story, colors and supporting elements like illustrations and icons. Your brand style guide should answer these questions:

  • What tone do you want to use? Professional, casual, humorous, satirical, conversational?
  • Do you want to keep things plain and simple with monochromatic color palettes or create something remarkable?
  • Which fonts do you want to use?
  • What mood should your photography reflect? Vibrant, optimistic, welcoming?
  • What about the dimensions for your banner images and billboards?
  • What visual elements will your brand feature? Diagrams, charts, infographics?
  • How do you want your videos to look and sound, including subtitles and headings?

Your style guide is your brand’s rulebook. It ensures all your content, whether a tweet, brochure, website photography or business card, is consistent with your identity guidelines. Here’s a detailed guide on how to create a brand style guide.

325 Can Help You Create Your Brand’s Messaging Framework

325 uses a strategic, design-driven method that helps our biotech clients build strong brands and develop marketing strategies that allow them to solve problems and stand out.

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