Messaging
Message House
A message house is a visual framework that organizes the core message, strategic pillars, supporting messages, proof, and content into a single structure that the entire organization can reference.
The Message House Structure
Message House Layers
1
Core message — the one thing everyone should remember2
3-5 strategic pillars — the major ideas that support the core3
Supporting messages — specific expressions for each pillar4
Proof — evidence that backs each message5
Content — the ongoing expression of each messageDo Not Force the Structure
Do not create arbitrary five-pillar structures when the business requires fewer or more. The structure must serve the business, not the template.
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