Messaging Framework
How we fix the fracture in your brand messaging and operations
As organizations mature, the narrative fractures. For larger organizations, the story breaks down as you grow. Every time you move into new verticals, acquire a company, or launch complex service lines, marketing’s task gets more complex. The story becomes more watered down. It turns from “what do we say?” to “how can we talk about all of this?”
The narrative breakdowns happen for smaller companies, too, but usually take place in the form of being unsure of what’s resonating with customers.
Either way, the end result is often a brand that sounds like multiple different businesses vying for attention instead of one business with a robust offering.
Here's what happens
For small and large businesses alike, we find the same collapsed infrastructure:
• Sales teams are pitching the legacy product or services because it’s what they’re comfortable with.
• Marketing is struggling to unify all of leadership’s goals under one message.
• Leadership wants to see a single outcome (revenue growth) from marketing while pushing ad hoc and often disjointed directions to the marketing team.
These problems often happen with growth. Growth causes pain. Pain creates fragmentation. Different teams have conflicting thoughts on how to stop the pain. The chosen solution is often rebranding to capture who you are.
Fresh coats of paint don’t fix structural challenges. You don’t need a creative refresh.
You need to consolidate your narrative infrastructure.
How we build the source of truth.
We take the raw intelligence from our Story Discovery Audit and architect a Messaging Framework.
Think less creative writing, more commercial alignment. We extract the truth from your siloed and sometimes even competing departments, and create a unified messaging system that aligns with what customers find most valuable, and ultimately what drives revenue.
We don’t do templated messaging projects, but at a high level, every brand is going to get some level of the following.
The Nail
This is the sharp, repeatable truth that we're going to hammer in everything we do. It will pierce through market noise. The Nail becomes the anchor for a broader Strategic Narrative.
Brand Voice
We create distinctive Brand Voice Guidelines, which are rules of engagement that allow a team of 50 to write with the consistency of one, either with a copywriter or Premise (our AI tool).
Positioning & Messaging
Every framework helps your team visualize your position in the market, and establishes primary and secondary messaging that establishes a narrative example of how we tell our story.
The outcome? A strategic story that sells, and scales.
The final deliverable is a comprehensive Messaging Framework that becomes the governing document for communication.
It aligns Sales, Marketing, and Product under one banner, eliminating the siloed messaging that confuses customers.
Next, we start working with brands on their Strategic Storytelling.
We recently started seeing much more success in our sales pitches and partner conversations, and I sat down to think through why. It all comes back to working with Prologue on our story. We repositioned the company, built out new collateral, and established new marketing infrastructure with Prologue and our other partners. We're now getting inbound leads from billion dollar companies and just notched our best month ever for new leads. As long as I'm CEO of Warehouse on Wheels, we'll work with Prologue on strategic storytelling."
___John Brooks, CEO, Warehouse on Wheels
Let's build your Framework
Leaders who implement Messaging Frameworks say the process and outcome itself was transformational for their company. Let's give that kind of clarity to your team.