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What are the most important considerations when creating a brand messaging hierarchy?

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A brand messaging hierarchy is a framework that helps you communicate your brand's value proposition, personality, and differentiation to your target audience. It consists of different layers of messages that are aligned with your brand strategy and goals. Creating a brand messaging hierarchy can help you craft consistent, compelling, and relevant copy across different channels and touchpoints. But how do you create a brand messaging hierarchy that works for your business? Here are some of the most important considerations to keep in mind.

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1 Define your audience

Before you write any copy, you need to know who you are writing for. Your audience is the foundation of your brand messaging hierarchy, as it determines how you position your brand, what benefits you emphasize, and what tone of voice you use. To define your audience, you need to conduct research and create buyer personas that represent your ideal customers. Buyer personas are fictional profiles that include demographic, psychographic, behavioral, and motivational data. They help you understand your audience's needs, pain points, challenges, goals, and preferences.

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Christy Goldfeder Ingkavet

Marketing Strategy | Streaming TV Advertising
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Research works best when you talk directly to people in your audience. Hear directly from the potential customers about their specific needs, desires, fears and frustrations. If you already have a business, you can interview current clients. If you don’t, you can ask friends or family to introduce you to people in your potential audience who would be willing to be interviewed. You can also do secondary market research by reviewing comments in forums, reading buyer reviews for similar products or books related to your niche, and looking at how competitors are positioning their services on their websites.

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2 Craft your value proposition

Your value proposition is the core message that summarizes why your brand is different and better than your competitors. It should answer the question: What value do you deliver to your audience and how do you solve their problems? Your value proposition should be clear, concise, and compelling. It should also be supported by evidence, such as testimonials, reviews, case studies, or statistics. Your value proposition is the main message that you want to convey across all your channels and touchpoints.

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Christy Goldfeder Ingkavet

Marketing Strategy | Streaming TV Advertising
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Starbucks’ value proposition is coffee that provides an affordable luxury and a “third place” for gathering, after home and the workplace. Apple’s value proposition is offering products that are beautiful and intuitive to users. What does your company uniquely offer? Your value proposition should be able to boil down what your company does for clients and the unique way that it does it. So maybe you’re the wellness coach for working moms who want to have healthier periods every month. Or you’re the wealth advisor to values-driven Americans who want to create a family legacy. Whatever you choose, it should position you as the obvious choice for your audience.

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3 Create your message pillars

Your message pillars are the key themes or topics that support your value proposition. They are the main points that you want to communicate to your audience to persuade them to choose your brand. Your message pillars should be relevant, specific, and memorable. They should also be aligned with your audience's needs, pain points, challenges, goals, and preferences. You can use your message pillars to create headlines, subheadlines, slogans, taglines, or calls to action.

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4 Develop your tone of voice

Your tone of voice is the personality and emotion that you express through your words. It reflects your brand's identity, values, and culture. Your tone of voice should be consistent, distinctive, and appropriate for your audience and context. It should also match your value proposition and message pillars. You can use your tone of voice to create a connection, build trust, and evoke emotions with your audience. You can define your tone of voice by choosing adjectives that describe how you want to sound, such as friendly, professional, humorous, or authoritative.

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5 Adapt your messages to different channels

Your brand messaging hierarchy is not a one-size-fits-all solution. You need to adapt your messages to different channels and formats, such as websites, social media, emails, or ads. Each channel has its own purpose, audience, and best practices. You need to consider the channel's goals, limitations, and opportunities when creating your copy. You also need to consider the stage of the buyer's journey that your audience is in, such as awareness, consideration, or decision. You need to tailor your messages to the channel's intent, tone, and length.

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AJ Silberman-Moffitt

Helping share all the buzz at Tandem.Buzz
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As the Senior Editor of Tandem.Buzz, a full-service digital marketing agency, I fully support the idea of reduce-reuse-recycle, even when it comes to messaging. After all, there is no reason to constantly reinvent the wheel. As you select different channels to spread your message, you must ensure that the message you give aligns with the channel's audience. Different channels attract different audiences, and each of these audiences has varying expectations in how they are addressed. Writing copy to go with the channel can ensure the right message to the right people at the right time.

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6 Test and optimize your messages

Your brand messaging hierarchy is not a static document. You need to test and optimize your messages to ensure that they resonate with your audience and achieve your goals. You can use different methods and tools to measure the effectiveness of your messages, such as analytics, surveys, feedback, or A/B testing. You can also use different metrics and indicators, such as conversions, engagement, retention, or loyalty. You need to analyze your results and make adjustments to your messages as needed.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Mike Loomis

Ghostwriter (3 NYT bestsellers) co-writer, editor, book producer. Biz, brand, & marketing coach. Strategy and execution for your big ideas. Aspiring futurist.
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TOP PRIORITY should be future-focused. Your brand message must pull you and your audience toward where you want to be in 2 years (not where you are today). Brands are aspirational, but not delusional.

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What are the most important considerations when creating a brand messaging hierarchy?

1

2

3

4

5

6

7

1 Define your audience

2 Craft your value proposition

3 Create your message pillars

4 Develop your tone of voice

5 Adapt your messages to different channels

6 Test and optimize your messages

7 Here’s what else to consider

Copywriting

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What are the most important considerations when creating a brand messaging hierarchy?

1

2

3

4

5

6

7

1 Define your audience

2 Craft your value proposition

3 Create your message pillars

4 Develop your tone of voice

5 Adapt your messages to different channels

6 Test and optimize your messages

7 Here’s what else to consider

Copywriting

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