Message frameworks are a structured, logical and coherent document that provides clarity for all brand communications. You can use your message framework to build, edit and optimise all content, including digital communications, printed collateral, ads, emails, newsletters and more.
At 42group, we have applied this message framework process for brands of all sizes, and organisations of all types, including public sector bodies and charities. The principle is that we’ll take the insights and information we gain about customers, audiences and other key stakeholders, to build a document that provides clarity for all communications activities in the future.
Building a messaging framework
These are the core elements that are used to create a messaging framework document. We’ll work through the whole list and provide an explanation of what goes in each section and why we include it.
- Context
- Problem(s)
- Audience identification & segmentation
- Value proposition(s)
- Communications pillars
- Messaging grids
- SEO & optimisation opportunities
Message frameworks are created by professionals who build the frameworks according to a standard template. But everything is based on insights that we generate from your organisation, existing communications materials and through structured interviews with key internal and external stakeholders. We call this phase immersion and we’ll walk you through that first.
Step #1: Immersion
To help you communicate with clarity, we need to know your organisation, audience and market segment(s) before we’re able to begin building a message framework.
We do this through a series of activities that focus our attention and sharpen our approach, including:
Customer content and communications audit
- Website content analysis
- Technical website assessment
- Content and collateral review
Market analysis
We look outside your organisation to understand the current and future market context. That can include:
- Market scanning
- Desktop research (including market assessments, media analysis)
- Competitor audits (reviewing all comms and content produced by competitors)
- Social listening
Structured interviews
One of the most important aspects of any messaging framework is ensuring we reflect the natural language used in the industry, sector or specialism.
Structured interviews with several participants enable us to build a complete picture of the organisational context, challenges, pain points and opportunities.
By asking key questions and providing contextual additions, we can probe and push beyond the superficial to identify key areas and opportunities for you to establish an advantage.
When communicating with industry leaders, sector specialists and stakeholders, we get to learn the language that they use and can reflect this through the content, communications and messaging we recommend.
When building a message framework, immersion is essential. It provides the clarity and context that we need to build.
Let’s walk you through that process now.
Building a messaging framework (in sections)
Messaging frameworks are complex and involved documents that have developed a simple, comprehensive and clear structure that builds a logical and clear case for change.
When we create a message framework, the bare bones of the document include:
- Context
- Problem(s)
- Audience identification & segmentation
- Value proposition(s)
- Communications pillars
- Messaging grids
- SEO & optimisation opportunities
Let’s work through each section to explain what’s included and why it’s vital.
Context
What’s the current state of the organisation, the market and the business or organisational proposition? These (and more) are the kind of questions that we ask – and answer – in the context section.
The context section is a mixture of both high-level situational content, which can include headline facts and figures, and personal information and insights gathered through the interviews that we have completed.
Problems
Every organisation is built to solve a problem – whether that’s delivering a public good, introducing a new product, or creating a better experience. In this section, we define the core challenges that your audience is facing.
This isn’t just about surface-level frustrations. It’s about uncovering the deep-seated barriers, frictions and unmet needs that your product, service or organisation is designed to address.
To help us define the problem (or problems), we draw on our interview insights, competitor reviews and market intelligence to map these problems clearly.
Why? Because all compelling messaging begins with a clearly articulated problem. When your audience sees their challenges reflected in your messaging, they’re more likely to engage – and trust – that you have the solution.
At 42group, we use this section to create clarity and alignment. Everyone across your team will understand the why behind your communications.
Audience identification & segmentation
You’re not speaking to everyone. The more focused your audience understanding, the more effective your messaging framework, and resulting communications, will be.
In this section, we define and segment your key audiences. These might include customers, clients, users, funders, partners or internal stakeholders. Segmentation can be based on roles, responsibilities, behaviours, values or stages in the customer journey.
We bring together qualitative insights (from interviews and secondary research) and quantitative data (analytics, CRM information, market research and other information you provide ) to build simple, user-friendly audience snapshots.
This approach ensures your content speaks to real people in your market – not the typical abstract personas created by other agencies.
Whether you want to connect with a Chief Information Officer in a hospital trust or a volunteer team leader in a charity, we help you understand who they are, what they care about and how to reach them with messaging that matters.
Value proposition(s)
The value proposition is your core promise. It’s the unique combination of benefits, outcomes and emotional impact that your organisation delivers. And that your audience wants.
In this section, we define your value proposition in language that is confident, clear and consistent. We often break this down into three parts:
- What you do – A simple statement that outlines your product, service or offer.
- Why it matters – The tangible benefits and real-world impact for your audience.
- What makes you different – Your competitive edge or unique approach.
Depending on your audience segmentation, you may need to tailor these messages for context.
In a world of fake news, AI and branding BS, an effective value proposition is rooted in truth, not spin. We avoid jargon and keep the message focused on the people you want to engage.
Communications pillars
Communication pillars are the foundations of your messaging. These are the themes, ideas or values that we believe you should reinforce across all communications.
Typically, we define 3–5 communications pillars that reflect the organisation’s strengths and strategic direction. These pillars ensure consistency across different channels, formats and teams.
Each pillar includes:
- A short headline
- A supporting explanation
- Example messages or proof points
These aren’t straplines or slogans, but they do inspire them. We use these pillars to develop everything from homepage headlines to social campaigns, ensuring every message supports your core goals and helps you build human connections.
Messaging grids
The messaging grid is where everything comes together. It translates your strategy into practical, usable content that can be used across all formats. We love a message grid and so do our clients because they can see where the work we have done and the words we have shaped can be applied.
Each grid includes:
- Audience
- Problem or need
- Value proposition
- Key message
- Supporting proof
- Tone and style considerations
In our view, this is one of the most valuable parts of the message framework. It gives your internal teams and external partners the tools to write with clarity and confidence.
Whether you’re briefing a copywriter or publishing a blog, the messaging grid ensures that your voice is consistent and credible. It also enables you to create, from scratch, effective communications materials faster than ever before.
We often create different grids for different audiences or communications types (e.g. recruitment campaigns, internal updates, B2B marketing).
Message grids are more effective than branding and tone of voice guidelines. They take these passive documents and make them a vital part of the writers’ toolkit.
SEO & optimisation opportunities
Messaging doesn’t just need to be engaging – it needs to be discoverable, and that means SEO optimisation.
In this final section of your brand spanking new message framework we explore opportunities to improve your visibility through search engines and optimise content for digital performance. This includes:
- Keyword research
- Competitor content analysis
- Topic clusters and content strategy suggestions
- On-page SEO best practices (headlines, meta descriptions, internal links)
- Accessibility and readability checks
We align SEO opportunities with your messaging strategy, so you’re not just ranking for keywords—you’re attracting the right audience with the right message.
Search performance is often the first point of contact between you and your audience. By integrating SEO with strategic messaging, we help you make a strong first impression—and drive long-term results.
That’s the full message framework.
It’s structured, evidence-based, and developed with your audience in mind. Once completed,
it can become one of the most powerful tools your organisation owns—helping you communicate with clarity, consistency and confidence.
Applying the message framework: Tools for success
Creating the message framework is the start of a long-term process to reshape and revitalise your communications and content.
Once we’ve created the message framework, presented it and (hopefully) got sign-off from key stakeholders, we start the work of applying it.
At 42group, we offer comprehensive range of corporate copywriting and content services, including:
- Website & digital copywriting
- Content & social strategy
- Blogs, thought leadership and content
- Brochures, reports & printed collateral
- PPC and social ads
This is just the start. We can support you and your teams to embed the lessons, insights and advice in the message framework to everything they do.
Want to transform your corporate messaging? Get in touch today.
