The secret to consistent brand messaging
Many brands think they have a content problem. Or a copy problem. Or a tone-of-voice problem. So they rewrite. Reframe. Rebrief. They feedback their agency, hire a new one, try a new format, a new channel, a new angle. Hope this version sticks. But it doesn’t. Not really. There are good parts. A great sentence here. A sharp post there. But the glue is missing. That thing that holds it all together.
Why Your Marketing Feels Disjointed
The missing glue is called messaging structure. Or, if you’re into frameworks, a messaging framework. But let’s be honest: “framework” sounds like a spreadsheet. Like meetings. Like saying no to a creative idea someone just had. So you resist. You try left. You try right. You tell yourself structure will come later. But it doesn’t. And you’re back in the same loop, wondering why your marketing never quite feels like a story.
Here’s the hard truth: most brands aren’t suffering from bad copy. They’re suffering from unstructured communication. From layers of messages built on top of each other with no foundational logic underneath. From teams trying to be consistent without knowing what they’re trying to be consistent about. It’s not that your content is broken. It’s that it was never anchored to begin with.
A messaging structure is not a box to fill in. It’s the logic behind your words. It’s the spine of your story. It gives shape to the things you’re already trying to say. It helps you decide what matters, what can wait, and what simply doesn’t belong. It doesn’t kill creativity — it gives it direction. The best writers? They love structure. Because it means they can stop guessing and start writing.
Structure Isn’t Sexy But It Works
Structure isn’t sexy. But it works. It doesn’t win awards. It doesn’t trend. But it’s what makes a brand feel like itself, over time, across channels, through team changes and campaign shifts. It’s the difference between improvising and composing. Between sounding good and being memorable. It’s how some brands manage to say less — and still say more.
We all know those brands. The ones that land. The ones that just sound right. Even when they launch something new, even when the channel changes, even when someone else is doing the writing. They don’t feel scripted. They feel consistent. That’s not because they’re better at writing. It’s because they’ve done the thinking. Upstream. Early. Deep. And they’ve documented it in a way that makes downstream communication easier, faster, and more aligned.
Build the Message Before You Build the Campaign
A lot of teams start with execution. It makes sense. Deadlines are real. Launches are looming. Content has to go out. But if you zoom out, you’ll often find the real work hasn’t been done yet. The core message is still fuzzy. The logic behind it hasn’t been mapped. So every new piece of content feels like a fresh start, instead of part of a bigger whole. It’s not about writing better copy. It’s about having something solid to write from.
Ready to Click Into Place?
If this sounds familiar, you’re not alone. Many teams feel the symptoms before they see the pattern. That’s why we’ve designed a one-day workshop to zoom out, ask the right questions, and help you find the structure your brand may have been missing.
Book a messaging framework workshop
