Messaging House
The Messaging House organises all brand communication into a structured hierarchy: a single overarching message (the roof), supported by three strategic pillars (the walls), each backed by proof points (the foundation). It then adapts the messaging for different personas. This framework ensures every team member — from sales to PR to product — tells a consistent story while tailoring it to their audience.
When to use this framework
- →Creating a unified messaging framework for the whole company
- →Onboarding new team members or agency partners
- →Ensuring sales, marketing, and PR tell the same story
- →Adapting core messaging for different buyer personas
- →Auditing whether current communications are on-message
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Spotify
1. Core Message (The Roof)
The single, overarching message that captures what you want every audience to take away. This is the 'roof' of your house — everything below supports it.
2. Pillar 1
The first strategic theme that supports your core message.
The evidence, data, or examples that make this pillar credible.
3. Pillar 2
The second strategic theme that supports your core message.
The evidence, data, or examples that make this pillar credible.
4. Pillar 3
The third strategic theme that supports your core message.
The evidence, data, or examples that make this pillar credible.
5. Persona Adaptations
How do you adapt the messaging for your primary persona? Which pillars do you lead with? Most companies need 3-5 persona adaptations — start with your two most important here, and add more in your full messaging document.
How do you adapt the messaging for your secondary persona? Consider different pillar ordering, tone shifts, and channel preferences.
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