“A Messaging Architecture captures your story in simple, repeatable building blocks so every employee can remember the core messages that must be brought to life in the customer experience,”
— James O’Gara, CEO at OnMessage
Steve Jobs was an avid believer in the power of simplicity. He knew that simplicity exponentially increased clarity. This premise is the basis for our approach to constructing Messaging Architectures for our clients. A Messaging Architecture is a basic, yet powerful tool that distills your story into simple, repeatable building blocks that every employee can clearly understand and articulate in daily conversations and communication.
Below are the core building blocks in a Messaging Architecture:
Who We Are — Clearly Defines Your Space
Position We Want to Own — Captures Your Unique and Ownable Position in Market
What We Do — Describes Your Core Capabilities / Offerings
Value We Deliver — Crystallizes Your Core Value Proposition
What Makes Us Different — Differentiates You from Status Quo and Competition
These building blocks serve as the foundational elements of a clear, consistent and repeatable corporate story that everyone in your organization can share. Think of each element in the Messaging Architecture as an accordion. You are able to expand on each building block to share a deeper, more detailed version of your story depending on your specific situation or audience. The architecture is also used to construct your Messaging Platform (complete corporate narrative).
What does a Messaging Architecture look like? Below is an example:
The power of a Messaging Architecture lies in its simplicity. Yet, most companies do not apply the time and discipline required to crystallize the intentional words that serve as the building blocks of a consistent, repeatable story. Those companies that do — and provide employees with adequate training and education — establish a clear competitive advantage in the customer experience. In fact, according to McKinsey, the number one trait of companies that deliver a superior customer experience is their ability to articulate a clear, consistent corporate message.
Would you like to learn more about the power of a Messaging Architecture and how you can put it to work at your business? Schedule a briefing today.
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