What is a core messaging document and why do you need one?

What is core messaging?

Core messaging is the go-to finalized copy that represents a brand. It’s the official wording of your company. Also known as a brand messaging framework, this copy lives in a core messaging document.

It is as simple as it sounds. It can look like a word processing document with pre-written sentences or phrases.

Core messaging is a practice often put in place by large companies with multiple team members who create written assets about the brand. It empowers their individual team members to create content and stay on brand. 

Why should you use a brand messaging framework?

Having a central core messaging document can make it easier to produce marketing assets and uphold your brand. It requires an upfront investment in time that pays off later by speeding up future projects. 

For knowledge commerce entrepreneurs, a brand messaging strategy can help by streamlining the process to create marketing collateral. It can save you time, and possibly money. If you ever work with freelancers or consultants, giving them a document to start from can help them turn in assets that need fewer edits or revisions. 

Plus, it can help make your communications consistent. When you’re writing something totally brand new for every asset, the tone or style can vary. But, if you have a sort of home base of your written communications, it’s more likely that you’ll have consistent outward messaging.

How do you make a core messaging document?  

Making a core messaging document involves planning and writing. Here are the steps to follow to draft yours.

Envision your brand

Before writing, take some time to envision a few key things that can define your messaging.

• Think of the brand tone of voice you want to portray. Is it casual or formal, playful or serious, assertive or persuasive, approachable or aspirational? 
• Think of your target audience and the brands and messaging that appeal to them. You don’t have to play into stereotypes, but do consider what is more likely to resonate better. 
• Think of what you want potential clients to think about your brand.
• If you already have marketing assets, go back and look at which ones were the most compelling to your audience. Use these as a starting point. 
  

You may want to write these attributes down in a separate place, or different page of your document. 

Start writing

Once you’ve done your planning, it’s time to start writing. Be sure to write a passage for the following:

1. About me or about us. What makes you credible to offer knowledge products in this area? Consider your education, years of work experience, and personal history.
2. Brand value proposition. What makes your company different from competitors?
3. Product value proposition. What makes each of your products different from direct substitutions?
4. Customer pain points. What are the primary motivations for why someone would sign up for your course, coaching, membership community, or podcast?
5. Customer benefits. What will someone gain from your product?
   

Kajabi Hero Paty Villegas of the Career With Purpose Academy is an example of someone with clear messaging. On her website she shares the benefits that her students will receive from working with her. She also breaks down her biography, market positioning, and qualifications to instill confidence. 

What should you include in your core messaging document?

Here are some important pieces of information you should create copy about in your document:

• Mission statement
• Company tagline
• Key benefits of each product, service, or offer 
• Value proposition
• Your “elevator pitch” 
• Company vision
• Brand story

How long does a core messaging document need to be?

There’s no specific word count to aim for. The length of your core message document will depend on a number of factors. For example, if you have more services, courses or products to offer, your document may be longer as you include text for the benefits for each unique offering.

The core messaging document for a solopreneur with one or two products could be short, perhaps a few hundred words. If you have a team of people, multiple audience segments, and numerous products and services, your document may be a few pages in length.

How do you use a core messaging document?

Once you’ve created your document, it’s time to use it. But how?

• Copy and paste snippets for taglines, like in paid ads or emails.
• Reference it when you’re creating new content for inspiration
• Reference the brand attributes you defined during brainstorm to help inspire future copy
• Use it to inspire relevant content marketing topics 
• Use it to inform style choices in blog posts, emails, and social media copy
  

In general, consider it as a starting point for any future work that involves your brand messaging.

Brand messaging framework examples

Now, let’s look at three helpful examples of frameworks that you could use to lay out your core messaging document.

Coschedule

Coschedule recommends a four step framework. It includes a mission statement, tagline, value proposition, and brand pillars. 

Column Five Media

Column Five Media shares a helpful brand messaging graphic on their website.  They start with a tagline, then move on to the value proposition, then three brand messaging pillars with three supporting points.

Pardot

Salesforce’s email marketing software Pardot offers a brand messaging template with suggestions for snippets like the brand promise, positioning statement, target audience, and more.

Using your brand messaging with Kajabi

Once you’ve crafted your company messaging, you can implement the copy across your online presence.

Kajabi makes it easy to have a consistent brand by giving you marketing tools all in the same place you host and sell your digital products. Create your website, host a blog, send emails, and more all from within the Kajabi platform. Kajabi provides templates that make it a breeze to have a polished and professional brand that aligns with your industry and positioning. 

Ready to get started? Redeem your free trial now. 

Still researching? Check out our free downloadable Kajabi eBooks.

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