Messaging Framework: What It Is and Why You Need One

There are soooo many messaging frameworks out there, but some are so complicated they could take a week to understand.

But in my experience, you don’t need a framework with layers and layers to keep your copy focused and on brand. The simpler and more straightforward it is, the more likely it will be used - and therefore effective.

Firstly, a quick recap on what a messaging framework is

It's your guide to help you communicate clearly and consistently. It tells you what your brand wants to say, how you want to say it and who you’re speaking to. With so many opportunities to get lost in buzzwords and trends, having a framework keeps your messaging focused across all your channels.

Sure, some companies might opt for messaging frameworks with endless layers, but you don’t need all that fluff. Stick to the basics - they’ll keep you from wasting time on content that doesn't hit the mark.

Here's why you need one

A simple messaging framework is like a north star for you and your team. It keeps everyone, (whether they're in marketing, sales or customer service) on the same page, so your brand sounds consistent no matter who’s talking. It’s also a great way to build trust with your audience because they’ll always know what to expect from you.

Your simple 3 part messaging framework

Don’t get caught up in the complexity. Focus on these core elements:

1. Value proposition

2. Target audience

3. Tone and language

1. Value proposition

Your value proposition is the heart of your messaging. It answers the question: 'What's unique about what we offer?'. Be clear about what makes your brand stand out from your competitors and how you solve your audience’s problems.

Think about Tesco's value proposition: 'low prices, a commitment to sustainability and a focus on serving customers, communities, and the planet'. All their copy maps back to this including their tagline 'every little helps'.

2. Target Audience

Who is your ideal customer? What’s their age, lifestyle and the problems they face? When you clearly define your audience, you can tailor your messaging to speak directly to their needs.

John Lewis targets people who are 'upper and middle class and likely to be in their 30s and 40s'. They create copy that spedifically speaks to those looking for value for money without sacrificing quality.

3. Tone and language

Understanding your audience is key here - you need to speak their language and use a tone that clicks with them. Your copy needs to feel personal and engaging if it's going to hit home and make an impact. And it needs to be consistent across all your platforms.

How do you want to come across?

Tone

• Friendly – approachable and warm

• Professional – polished and formal

• Casual – relaxed and conversational

• Educational – confident and knowledgeable

• Humorous – light-hearted and fun

Language

• Simple – clear and easy to understand

• Technical – detailed and industry-specific

• Conversational – natural and informal, using everyday words

• Straightforward – Direct and to the point

• Formal – Structured and courteous

A brand with a clear tone and language that helps set them apart is Innocent Drinks - casual, humorous and conversational - and you'll see it across all their channels.

How to Use Your Messaging Framework

Once you’ve created your framework, don’t let it collect dust. Keep it close by and keep referring back to it. Whether you're writing an email, a social post or a website update, your framework will help your message land every time.

And keep it Simples (hmm, who said that?!).