Brand Messaging Frameworks 101: How to Create Messaging that Works for Your Business

Many elements go into successful branding, but none is more important than brand messaging frameworks.

Whether you're an entrepreneur or an employee of a small business, it's easy to be overwhelmed by the many moving parts involved in running a business.

Brand messaging frameworks can provide you with structure and guidance.

With a message framework, you always know what to say and how to say it when communicating your business's unique value proposition (USP) to potential customers and clients.

Below, you'll find the ultimate guide to creating a practical messaging framework that works for your brand.

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What is a Brand Messaging Framework

A brand messaging framework is a set of guidelines that helps you create consistent and compelling messages to promote your brand and its products and services.

It's a strategic marketing plan that outlines the different messages you will use to position your brand and how you will use those messages across various marketing channels.

This set of documents and collaterals serves as a guide to all of your company's communications. It covers what you want to say, who you want to say it to, and how you should deliver the message.

Why Do You Need a Message Framework

A messaging framework aims to create a cohesive brand image and reinforce your USP across all marketing channels— from your website to social media to your sales collateral.

Here are the top reasons why you need a brand message framework:

  • A messaging framework helps you emphasize your unique selling proposition (USP) and differentiate yourself from your competitors.
  • When you're consistent with your brand's message, you'll create a pattern of behaviors that customers and potential customers can easily recognize. Consistency can increase your sales by 33%, according to research.
  • It allows you to articulate your messages and connect with potential customers in a way that resonates with them.
  • It can lead to repeat customers and more content shares, which can help grow your brand and build its reputation.
  • It's also helpful for new hires who need to quickly understand the brand and its USP and establish and reinforce your brand identity.

How to Identify Your USP

Every business, big or small, has a unique selling proposition.

Your unique selling proposition is the core value of your business and the foundation for your brand messaging.

A USP is the main reason your customers should choose you over your competitors, and it can be challenging to narrow down.

Why? Many factors influence how people perceive your business – from market size to industry trends and even the value of your brand name. Thus, it might be hard to pinpoint what makes you truly unique.

Knowing what makes your business unique and different from your competitors is critical for creating a successful branding strategy and messaging framework.

The following are great starter questions to ask when determining your company’s unique selling proposition:

  • What makes my product or service unique?
  • Is there an angle I can use to make this clear?
  • How does it differentiate me from competitors?
  • How does my product or service solve problems for people who need what I provide?
  • Why should my customers choose me?
  • Does my product or service have any special features that set it apart from similar offerings on the market today?
  • If so, how can we highlight these features in our messaging?

Once you have a solid understanding of your value proposition and how it applies to your business, you can use it to create a messaging framework that supports your brand.

The Elements of a Marketing Messaging Framework

A marketing messaging framework is a systematic approach to crafting your company's message, which helps you deliver that message consistently and effectively.

These are the main elements of a marketing messaging framework:

Mission Statement

A mission statement describes the purpose behind the business. It reflects your company's brand and what makes it unique. When you create a mission statement, you identify why your business exists.

  • Core values
  • Principles


The vision describes what your business will look like in several years. It describes the ideal future state of the company.

When creating a vision statement, consider your customers and their needs. Then, think about what makes your brand special.

Be transparent in your vision statement. Research shows that 66% of consumers consider transparency one of a brand's most attractive qualities.

Finally, use all of this information to create a compelling vision for your brand.

  • Promise
  • Positioning
  • Performance

Brand Promise

The brand promise is a USP’s extension, which describes what the customer can expect when doing business with your brand.

It’s the key benefit of choosing your brand. The best way to create a brand promise is to put yourself in the customer’s shoes. Imagine you’re a customer who is interested in your business.

What problem are you trying to solve?

What are you hoping to get out of your relationship with your business?

Brand Personality

The brand personality describes how your brand behaves, communicates, thinks, and feels. A brand personality can be playful, elegant, and creative. Think about the traits that make up your brand.

Apple, for example, is known for its straightforward messaging. Nike's Just Do It slogan is an excellent example of how a few words can pack a powerful punch. And LinkedIn's focus on helping professionals connect and advance their careers has helped it stand out in a crowded marketplace.

Brand Attributes

Brand attributes describe your brand and help you stand out from your competitors. These attributes can help you create a unique value proposition.

77% of consumers support brands that share the same attributes and values as they do.

  • Quality
  • Trustworthiness
  • Brand consistency

Brand Visuals

The visual elements of your messaging framework are what people remember most when they hear about your brand.

  • Logo
  • Color palette
  • Fonts
  • Brand photography
  • Visual content
  • Videos
  • Icons
  • Illustrations

Tone and Voice

The tone and voice of your messaging framework will help create an authentic and unique brand identity. Your tone and voice can also help you steer clear of damaging or misleading marketing tactics.

  • Tone
  • Voice
  • Word choice

Customer Journey Map

This map represents your customer's journey when purchasing your product or service. It shows the touchpoints in their journey and the different stages of the buying process.

A customer journey map is an excellent tool for strategizing marketing campaigns.

  • Awareness
  • Consideration
  • Decision
  • Retention
  • Advocacy

Brand Inventory

Your brand inventory is a record of all your marketing assets. An inventory will allow you to track them and how you can use them.

  • Website blog post
  • Email marketing
  • Social media posts
  • Sales collateral

Brand Metrics and Analytics

Your brand metrics and analytics tell you how your business performs from a financial perspective and a social media and brand recognition perspective.

Knowing what metrics and analytics are essential for your business can help you develop a strategy to track them.

  • Traffic to your website
  • Social media statistics
  • Brand recognition
  • Customer service metrics
  • Business metrics
  • Conversion rates

How to Build and Implement a Messaging Framework

Creating a brand messaging framework is an iterative process. It's vital to review your framework from time to time to ensure you align with your customers.

Here are a few tips to get you started:

  • Create a catchy headline. Your headline is the first thing your customers will read, so it must be attention-grabbing and compelling. A good headline uses words that are easy to understand.
  • Identify your target market. Your target market is the group of people that represents the best potential for your business. Determine your target market and understand their needs, interests, and challenges.
  • Keep it simple. Avoid using jargon or technical terms that your audience might not understand.
  • Be clear and concise. Communicate your message straightforwardly.
  • Be consistent. Consistency is critical when it comes to building a solid brand identity. Once you've created your framework, stick to it.
  • Be flexible. While it's best to be consistent, don't be afraid to adjust your messaging as needed based on feedback from your target audience.
  • Test different messages before deciding what language to represent your brand. And once you've decided on a final note, measure the strategy's success by tracking metrics like page views, engagement rates, etc.

Brand Messaging Frameworks: Final Thoughts

Advertising messages tend to inundate consumers nowadays, so it's no surprise that ad campaigns can lose effectiveness over time.

Brands that continue to produce the same message repeatedly may risk alienating their customers as audiences have been savvier than before.

Make sure your brand messaging always resonates with your audience. Your brand messaging framework should successfully convey your message to current and potential customers.

A good brand messaging framework should be fluid enough to adapt to your changing needs and flexible enough to provide a clear message.

Doing this requires understanding who you are as a brand, what makes you unique, what value you bring to the table, and how others perceive those qualities—and then communicating it effectively.

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