Ugh. There’s nothing worse than opening up a blog post, email, or Facebook post and getting slapped in the face with the same old corporate drivel you’ve seen from every other company vying for your attention.
As I write this, it’s the beginning of June, that blessed month when every company seems to think it’s appropriate to jump on the Pride Month bandwagon — always in the most inauthentic, trivializing way. Not a great look for talking about a topic that should be treated with the respect, sensitivity, and authenticity it deserves.
How can you make sure you’re saying the right things in the right ways to not only attract your ideal customers, but also show them how deeply you understand them and their needs?
Enter: Your messaging framework.
What is a messaging framework?
Imagine this: Every piece of content you create, every product description you write, and every social media post you publish all sound distinctly like you. They’re all clearly part of the same brand family. And they all speak directly to your ideal customer’s needs.
That’s what a messaging framework does — it ensures your brand’s unique personality comes through loud and clear wherever and however you talk to your audience.
A solid messaging framework gives you a blueprint for what you say and how your messaging ties directly back to your company values, your goals, and your audience personas.
Why does a messaging framework matter for your business?
A well-built messaging framework ensures you’re not just talking at your audience but talking to them in a way that’s meaningful and engaging for them.
It’s the difference between being just another business and being a beloved brand. With your messaging framework in hand, you can speak with confidence, knowing that your brand’s voice is not just heard but listened to.
So, what goes into a powerful messaging framework? Let’s take a look.
The anatomy of a messaging framework
A messaging framework shouldn’t just be a fancy document that sits in your digital drawer collecting virtual dust. It’s a living, breathing strategy that should guide your every communication with potential and existing customers. Here’s what it typically includes:
- Unique value proposition: Clearly state why your customers need you. What can you do for them that no one else can?
- Audience personas: Who are you talking to? Knowing your audience inside and out shapes how you speak to them. This is much more than just demographic data; it’s about understanding what keeps your audience up at night so you can address those needs.
- Brand pillars: These pillars make up your brand’s heart and soul. What are you all about? What do you stand for?
- Key messages: Break down what you need to communicate into digestible, memorable bites that connect to each of your identity pillars.
- Proof points: These are the specifics that back up your key messages. Think of them as the evidence that supports your claims.
- Brand voice and tone: How do you sound when you communicate? Are you friendly? Authoritative? Witty? Empathetic?
- Taglines: These are your go-to phrases that encapsulate your brand’s spirit and call your audience to action.
- Calls to action: These are the primary actions you want your audience to take when engaging with you.
The messaging framework in action
To make this a bit more tangible, I’ll use my own brand as an example:
Unique value proposition
We help women kick ass in their businesses with bold brands and websites that speak directly to their ideal customers.
Audience persona
Our ideal customers are female founders building mission-driven companies and struggling to make their voices heard to the people who need them the most.
Brand pillars & messaging
Our brand pillars are:
1. Bold
- Key messages: We help our clients fully align their businesses with their values and inner essence in the boldest ways.
- Proof points: Bold, unique, values-driven brands that POP (case studies, testimonials)
2. Empowering
- Key message: We empower women to build the successful, mission-driven businesses they were born to build.
- Proof points: Female founder clients empowered in their businesses (case studies, testimonials)
3. Authentic
- Key messages: We live our lives and run our business in an authentic, values-aligned, real and relatable way.
- Proof points: Authentic stories that show the messy side of things (personal stories)
4. Fun
- Key messages: We help our clients have fun building the businesses that bring them success, fulfillment, and joy.
- Proof points: Fun shines through in our social media posts and overall brand (photos, videos)
5. Fearless
- Key messages: We help our clients speak their truth to draw the right people into their orbit — unafraid to repel the wrong people.
- Proof points: Visual brand and messaging that will only attract the right people, and repel the wrong ones (photos, videos, messaging)
Brand voice & tone
Irreverent, witty, self-deprecating, relatable, empathetic, empowering, conversational
Taglines
“honey, be bold”; “honey, be fearless”; “honey, be a boss”; “empowered women empower women”
Calls to action
Book a free vibe check; Download a helpful guide; Follow us on social media
Build your own messaging framework
Now that you understand what each piece of the messaging framework entails, it’s time to put it to work for your own brand.
I’ve created a downloadable chart that you can fill in. This framework can (and should!) guide every piece of communication you create. Does your new blog post reflect your brand essence? Is your latest ad campaign in line with your key messages? Keep referring back to your framework to keep your brand voice consistent and powerful.
Drop your email below to grab your messaging framework chart.