Messaging Framework *(Also known as a Messaging Architecture, Message House, or Messaging Hierarchy)*
Definition
A one-page structure that defines your key messages and how they connect. It brings together the different types of messaging your organisation uses, including:
- Platform Idea (brand idea)
- Value propositions
- Message pillars
- Reasons to believe (RTBs) or proof points
- Taglines
- And, foundational statements such as purpose, vision, mission, and values
The structure is not fixed. It is designed to show how these elements relate so they work together as a coherent system that can be understood and applied by teams, partners, and AI.
Why it matters
Without a clear messaging structure, communication becomes fragmented. Messages overlap, compete, or contradict each other. A defined framework ensures all messaging works together to form a cohesive, comprehensible, and media-agnostic narrative, allowing teams, partners, and AI to create consistently in the same direction.
How it connects
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The framework
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Inputs & outputs
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Examples
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Common pitfalls
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Further reading
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