Key Messaging Framework A REFERENCE GUIDE

The pages of this brand book equip us with the ability to speak on behalf of the brand clearly and cohesively, while clarifying any misunderstanding or ambiguity regarding who we are, the value we offer and why it matters to the people we exist for.

Messaging–for the most part–is subtext. It heavily informs how we write copy but isn’t always copy itself. Messaging also informs how creative work should look, feel and sound. This Key Messaging Framework is where we index the select parts of our messaging that can be immediately utilized as copy, whether for internal or external purposes. Expectations for tone of voice are also clarified in this section, by defining what brand character and personality should look and sound like in every expression.