Messaging Framework
Framework Structure
Mission (Why we exist)
↓
Vision (Where we're going)
↓
Value Proposition (What we offer)
↓
Positioning Statement (How we're different)
↓
Key Messages (What we say)
↓
Proof Points (Why to believe)Core Statements
Mission Statement
We [action] for [audience] by [method] so they can [outcome].Vision Statement
A world where [aspiration/change we want to see].Value Proposition
For [target customer] who [need/problem],
[Product/Brand] is a [category]
that [key benefit].
Unlike [competitors],
we [unique differentiator].Positioning Statement
[Brand] is the [category] for [audience]
who want [desired outcome]
because [reason to believe].Message Architecture
Primary Message
One sentence that captures your core value.
Supporting Messages (3-5)
Each addresses a different benefit or audience need.
| Message | Audience Need | Proof Point |
|---|---|---|
| [Message 1] | [Need] | [Evidence] |
| [Message 2] | [Need] | [Evidence] |
| [Message 3] | [Need] | [Evidence] |
Elevator Pitches
10-second: [One sentence that sparks interest]
30-second: [Problem + solution + differentiation]
60-second: [Full pitch with proof points]
Message by Audience
| Audience | Pain Point | Key Message | CTA |
|---|---|---|---|
| [Segment 1] | [Pain] | [Message] | [Action] |
| [Segment 2] | [Pain] | [Message] | [Action] |
Message Testing
- Is it clear? (No jargon)
- Is it differentiated? (Competitors can't say it)
- Is it credible? (Can we prove it)
- Is it compelling? (Does audience care)
- Is it consistent? (Aligns with brand)