What a messaging framework is
A messaging framework is a structured set of statements about your business: the core proposition, the three or four pillars that support it, the proof behind each pillar, and the tone in which all of it should be said. It is the reference point for every piece of communication, whether a media interview, a website page, a sales deck or a LinkedIn post.
Without one, messages drift. Different spokespeople describe the business differently, the website and the sales team disagree, and journalists struggle to summarise what you do. With one, communication becomes consistent, credible and faster to produce.
Our process
- Audit. We review everything you currently say: website, decks, coverage, social content and internal documents.
- Workshops. Structured sessions with leadership to agree the proposition, pillars and proof points.
- Drafting. We write the framework, including message variants for different audiences: customers, investors, partners, media and talent.
- Tone of voice. Guidance on how the business sounds, with examples of what to say and what to avoid.
- Roll-out. A short guide for your team and, where needed, training for spokespeople.
Example: building messaging from nothing
When RAIDS AI came to us before launch, the business had a product and a vision but no agreed way of describing either. We built a messaging framework centred on the EU AI Act and AI safety, positioned the chief executive as a thought leader on compliance, and used the framework to secure coverage in Forbes, City AM and TechRadar within months of launch.
