Messaging framework
A document that sets out what a brand or product says, to whom and in what order: a core message, supporting pillars, proof points and variations by audience. It keeps sales, marketing, PR and product saying the same thing in their own words. A good one makes choices and leaves things out; a weak one lists every feature, so every team picks a different one.
Where it's used
Used for launches, repositioning, B2B product marketing and briefing agencies and spokespeople. Good when many people need to talk about the product and the message keeps drifting.
Example
Three pillars instead of forty features
Illustrative scenarioA cybersecurity startup has a feature list of forty items and each salesperson pitches a different part of it. The product marketer writes a framework: one core message about stopping phishing before staff click, three pillars with proof points, and one version each for IT managers and finance directors. The website, the sales deck and the press release are rewritten from it. Customers start repeating the core message back on calls.