Messaging hierarchy

A messaging hierarchy refers to the structure and organisation of messaging.

It typically has different levels or layers, each serving a purpose. At MasterJack, we use two main ones: brand and campaign.

Brand messaging hierarchy.

Creating messaging hierarchies gets thoughts out of business owners’ minds and onto paper so that others can provide feedback and see the full vision. Founder-led storytelling is an important part of the startup journey; writing it out makes the story available for all to share. Doing so also communicates the company’s core values to employees, customers, and other audiences.

Clearly communicating your values creates a foundation to ensure everyone is saying the same thing and working towards the same great vision. It also provides a resource for employees to use consistent language across all channels.

Once you have your messaging and point of view, it’s all about getting it out there with a disciplined and focused content distribution strategy. Even with limited resources, you can do effective, consistent marketing. A strong strategy breaks up the key messages in your messaging hierarchy into multiple, diverse forms of content, such as blog posts, social media posts, videos, infographics and more.

With brand messaging, we dive into:

1. Vision and mission
2. Elevator pitch
3. Key differentiators
4. Brand, tone, and core values
5. Market segments and industry verticals

Considering everything above, we ask how your company provides value to your target customers. How specifically do those customers use your offering to realise that value? This leads us to a brand messaging hierarchy like this one for Starbucks.

Brand vision/purpose (top-level):
To inspire and nurture the human spirit – one person, one cup, and one neighbourhood at a time.

Brand Pillars/Values (mid-level):

• Providing an exceptional customer experience.
• Sourcing and serving high-quality products.
• Creating a “third place” environment (beyond home and work).
• Promoting social and environmental responsibility.

Product/Service (bottom-level):

• Coffee
  • Handcrafted with care, our signature coffee is a rich, smooth, and versatile blend.
  • Discover the perfect balance of flavours.
• Food
  • Start your day with our wholesome and delicious breakfast sandwiches.
  • Indulge in our freshly baked pastries, perfect for a sweet treat or a quick snack.
• Experience
  • Relax and unwind in our cosy and inviting stores, designed to be your neighbourhood hangout.
  • Connect with friends, family, or colleagues in a warm and welcoming environment.

In this example, the brand messaging hierarchy starts with the overarching brand vision or purpose at the top level, followed by the pillars or values defining the brand’s core principles. At the bottom level, specific product/service messaging elements align with and reinforce the higher-level brand messaging.

This hierarchy ensures that all messaging elements are consistent with the brand’s overall positioning and values, allowing for more specific and targeted messaging at the product/service level. It helps maintain a cohesive brand identity and ensures that every touchpoint with the customer reinforces the brand’s essence.

Campaign messaging hierarchy.

Messaging hierarchy is also used for campaigns when you want to target something or someone specifically. With these, we dive into;

#1 What’s the goal? What is your campaign’s main purpose? What do you want your audience to do, think, or feel after encountering your messages?

#2 Who is your target audience? Who are you trying to reach with your campaign? What are their characteristics, needs, preferences, and pain points? How do they communicate and consume information?

#3: What is your value proposition? What unique benefit or solution are you offering your target audience? How does it address their needs or pain points? How does it differentiate you from your competitors or alternatives?

With this information, we will create a message map. The core message is the main message summarising your value proposition, while the supporting messages explain the benefits or features of your value proposition. For instance, a message map for a travel company’s campaign promoting a product that can be paid off in instalments could look like this:

Campaign theme/big idea (top-level):
Travel now, pay later!

Campaign pillars/key messages (mid-level):

• Make dream vacations more accessible and attainable.
• Offer a convenient and budget-friendly payment option.
• Emphasise the value and unforgettable experiences of travel.

Campaign messaging for social media (bottom-level):

• Turn your dream vacation into a reality. Start planning now with our flexible instalment plans.
• No more travel FOMO! Say goodbye to vacation envy! With our instalment plans, that dream trip you’ve been longing for is now within reach. Where will you go first?
• Time for a family vacation? Our instalment plans make it easier than ever to create unforgettable memories. Spread the cost over time and focus on creating lasting experiences.
• Bucket list adventures await! Don’t let budget constraints hold you back. Book your epic journey with our instalment plans and pay at your own pace.
• Need a weekend escape? Treat yourself to a spontaneous getaway without breaking the bank. Our instalment plans will make it possible for you to travel more for less.

With this message map, you can create posts for a social media campaign – there would be the heading (big idea), the key message and the call to action used separately or combined. You can change it up to be a guide to create campaign materials such as websites, social media posts, emails, brochures, or videos. And, of course, each business will have its own stories, examples, and testimonials that can be used as proof points.