01.29.25
How to build a messaging matrix you’ll actually use
Read Latest
A simple framework for clarity, consistency, and real-world impact.
Marketing Strategy & Execution
Written by Marketing Team at Blokhaus
There are many examples of messaging matrices online, with different versions that work for different types of organizations. Organizations that are large, have many product offerings, or are part of mature industries have complex messaging needs that may not be effectively captured in a single matrix.
We work with teams in emerging tech, particularly in the blockchain space, so our approach to building out messaging takes into consideration some common themes: these teams are small, need to deploy tactics quickly, need to clarify complex tech, and are sometimes using the messaging matrix exercise to write down their strategy for the very first time. For more on why your team needs a messaging matrix, check out this blog post.
Here’s a typical framework we use when building a messaging matrix for clients:
Section 1: Brand Level Messaging
This section helps to define your “why.” While some of this messaging may find its way into external contexts, it is meant primarily for internal strategic alignment.
Brand Purpose | Why does the company or brand exist? |
Brand Mission | How do you plan to achieve the vision? |
Positioning Statement | Description of product, target audience, and market need that is filled |
Tone of Voice | How does the brand speak? |
Brand Pillars | What are the company’s values and characteristics? |
Section 2: Key Messaging in Practice
Most of our clients need to deploy key messaging right away. They need bios for their social channels, boilerplates for press releases, or need to craft a presentation for an upcoming event. These few pieces of external-facing messaging, in combination with the Positioning Statement from the first section, can be easily configured and used across a variety of tactics.
Tagline | Short, memorable, top level messaging |
Elevator Pitch | A succinct and persuasive description. Can be used when talking to someone new, kicking off a presentation, etc. Should include:
|
Boilerplate | An “about us” for use in press, or formal pitches and documents |
*A quick note on taglines: Taglines are rarely pinned down in the first iteration of a messaging exercise. Settling on a tagline is both a strategic and a creative exercise, and it may be informed by other initiatives, such as major brand campaigns. You may not even need a tagline in the traditional sense of the word (such as “Just Do It”), but you do probably need to find a very succinct way to describe what you do. If you’re struggling with a tagline, try first identifying all the places you intend to put these words. Will it be the headline of your homepage? Will it go on a t-shirt? Craft the message with the specific context in mind first, and you may find that a common phrase works across multiple scenarios.
Section 3: Audience
This is an important strategic section that should have alignment from all key stakeholders. Identify your key audiences, in order of priority, and try to stick to no more than three. You should ideally be able to assign percentages to these audiences, which can serve as a blueprint for allocating effort and funds.
Core personas | Persona 1 | Persona 2 | Persona 3 |
Value props | Unique benefits of brand or product for this persona | Unique benefits of brand or product for this persona | Unique benefits of brand or product for this persona |
Use cases / jobs to be done | Situations when persona would use product or service | Situations when persona would use product or service | Situations when persona would use product or service |
Section 4: Product
Depending how many products you have, you may need to replicate this section multiple times. If you’ve filled out this section effectively, you’ll have an useful outline for crafting a product page or a pitch deck.
Product Name | Official name of your product or feature | ||
Product Descriptor | Literal description, including any related products or brands. This might be used in more technical contexts, such as documentation. | ||
Top Level Statement | Statement describing benefits of the product or feature | ||
Messaging Pillars | Theme that sets your product or feature apart | Theme that sets your product or feature apart | Theme that sets your product or feature apart |
Proof points | 2-3 details and differentiators that support the messaging pillars | 2-3 details and differentiators that support the messaging pillars | 2-3 details and differentiators that support the messaging pillars |
Make it your own
What we like about this approach is that it balances strategic clarity with practical application, and it’s short enough that it’s easy to refer to and use. You don’t need to get lost in pages and pages of messaging, and anyone across your team should be able to look at this and apply it to what they’re working on. Of course, you may find that you need something slightly different to fit your organization’s unique needs, and that’s okay! This guide is not a one-size-fits-all, but it will get you started.
If you liked this template, download your free version here.
Want some help? Reach out to Blokhaus to see if we might be the right fit for your team.
