Part of Brand Expression (The Skeleton) | Brand Messaging
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:
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.
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.
Related terms: Platform Idea, Channel Map (PESO), Creative Principles
Back to: Brand Expression Glossary | Full Glossary