Part of Brand Expression (The Skeleton) | Brand Messaging
A strategic view of the channels your business uses, or could use, to express its messaging. It maps your Paid, Earned, Shared, and Owned (PESO) channels across the organisation, showing where your brand shows up and what access you have to audiences. It is not a campaign plan, but a whole-of-business view of your channel mix.
Without a clear channel map, teams default to familiar platforms and miss hidden opportunities. A deliberate view of Paid, Earned, Shared, and Owned channels helps identify gaps and connect channels so they work together rather than in isolation.
Related terms: Platform Idea, Messaging Framework, Creative Principles
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