Concept: Messaging & Pillars

Note

Defines the verbal structure of the brand—how it communicates value, emotion, and differentiation. Includes core messages, tone, and concise summaries such as taglines or elevator pitches.

Parents (up to 3 levels)

Brand Core (c_brand_core)

Children (has_subtopic)

Related (related_to)

None

Rules (has_rule)

None

Aliases

Brand Messaging
Messaging Framework

URLs

[https://en.wikipedia.org/wiki/Messaging_framework](https://en.wikipedia.org/wiki/Messaging_framework)

c_messaging_pillars

Label

Messaging & Pillars

Pinned

Yes

Rank

7000

Created

2025-10-29T11:17:06.421Z

Updated

2025-12-01T21:44:05.728Z

Embedding

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# Messaging & Pillars

Defines the verbal structure of the brand—how it communicates value, emotion, and differentiation. Includes core messages, tone, and concise summaries such as taglines or elevator pitches.

## Tagline / Manifesto

Concise phrase or short narrative that emotionally encapsulates purpose and energy. Optional but powerful.

## Storylines & Proof Points

Narratives and supporting arguments for each messaging pillar, such as customer stories or data points.

## Taglines

Condensed expressions of the brand essence and promise.

## Core Messages

The 3–5 central themes that capture what the brand stands for and repeatedly communicates across all channels. Each core message typically connects a business benefit (rational) with an emotional value (human).

## Tone & Voice

Defines how the brand sounds and feels when it speaks—its personality in language. 'Voice' is consistent (the brand’s character), while 'Tone' adapts to context (e.g., friendly in social media, calm in crisis).

## Taglines & Elevator Pitch

Short, memorable summaries of the brand or offering. Taglines are external-facing and emotional ('Just Do It'), while elevator pitches are concise value statements used in conversation or sales ('We help X achieve Y by doing Z').