A Messaging Framework: What It Is, Why You Need It, and How to Build It

A messaging framework is a core element for any business, product, or service. It helps communicate the company's purpose, value, and mission to customers, and lays the foundation for all content efforts. Through understanding customers, competitors, and the company's messaging DNA, a framework can be created to close alignment gaps and ensure everyone is on the same page.

In-depth discussions, surveys, and customer calls are needed to develop a nuanced understanding of the customer. Studying competitors is also necessary to define the unique value proposition, positioning statement, and other messaging assets. These include the header, elevator pitch, brand promise, and mission statement.

Creating a messaging framework helps to create customer commitment to the business, and aligns marketing and sales teams. It also provides a starting point for marketing campaigns, sales enablement content, whitepapers, and website pages.