Brand messaging that resonates.

Messaging hierarchy provides clarity. It explains who you are, what your brand stands for and what your target audiences can expect.

Brand messaging hierarchy establishes the verbal brand

Do your people find it hard to explain who you are and what you do? Is it a challenge to describe why someone should choose you instead of others in your category? Is the home page message on your website clear and definitive? 

Do people "get" what you're about, what they can expect?

Even when the visual brand (logo and graphic elements) is clearly recognized, the verbal brand can be confused, inconsistent or missing.

With strong brand messaging, the verbal brand will inspire response after an introduction. Or clearly differentiate what you offer from others in your category.

Tagline? Nope. Brand promise.

Stronger than a tagline, a brand promise is focused on your promise to your audiences. What can people count on from you?

Messaging hierarchy adds context to the brand promise. It defines what you're known for, what audiences recognize as your "wow!" It's the foundation for marketing and guides how you want to be perceived and remembered.

Brand messaging architecture includes:

  • Brand promise
  • Positioning statement
  • Value proposition
  • Value description
  • Three key ideas/messages
  • Each of the three key ideas supported by three proof points

An internal messaging hierarchy chart is the foundation

This chart is the reference for written communications. Once established, messaging guides the verbal brand. It helps leadership and team members speak clearly about the benefits of what you offer, rather than just describe a list products or services.

  • Cascade Employers Association achieved recognition when messaging was crafted and then brought to life on business cards, posters and the website.
  • Johnson Glaze & Co., CPAs separated their accounting services from others with messaging to emphasize both their proficiency and their personalities.
  • Job Growers, Inc. based their new brand identity on the name and messaging hierarchy. Their board members quickly identify their purpose and scope of services.

jobgrowers brand messaging

Messaging hierarchy blends positioning—defining a niche and purpose—around specific audience benefits. It can be versioned for different target audiences. It becomes the structure for organizing information on websites, and for defining critical messages in all forms of communications.

Messaging hierarchy can be created on its own, as part of a rebrand, or as the foundation for a new name and new brand.

Read more about messaging and its applications on our blog.

Download our positioning worksheet below to establish the context for your messaging. Or drop us an email to request an initial discussion of your objectives.

Download the positioning worksheet



Wow, do you guys and Creative Company have the message and content just right. This is one of the best newer websites I have come across in a while as Mayor. And personally I am very thankful that we have both of you on our side. 

McMinnville Mayor Rick Olson, referring to MEDP and the new website by Creative Company, developed from their messaging