Many messaging matrix templates exist online. Most of them weren't built for emerging tech companies with small teams, complex technology, and a need to move fast. This one was.
The framework below is what we use at Blokhaus with blockchain and Web3 clients. It has four sections. Not ten. Four — because anything more becomes shelf-ware.
Section 1: Brand Level Messaging
This is your foundational "why." It rarely changes and everything else references it.
- Brand Purpose — Why the company exists beyond making money.
- Brand Mission — How you'll achieve the vision. A directional statement.
- Positioning Statement — What you do, for whom, and why it matters in the market.
- Tone of Voice — How the brand speaks. Adjectives aren't enough; include examples of what you would and wouldn't say.
- Brand Pillars — Three to five values or characteristics that everything filters through.
Section 2: Key Messaging in Practice
These are immediately deployable — social bios, press boilerplates, event presentations.
- Tagline — Short, memorable, top-level. Don't finalise this in a vacuum. Decide where it will live first — homepage headline versus merchandise versus ad creative — then craft accordingly.
- Elevator Pitch — Two to three sentences that include your problem statement, positioning, and key proof points. Write it for a smart non-technical person.
- Boilerplate — The "about us" paragraph that lives at the bottom of press releases, formal pitches, and partnership documents.
Section 3: Audience
Identify a maximum of three priority audiences. Assign percentage allocations — this forces honest conversations about resource planning and prevents the team from claiming "everyone" is the target.
For each persona, define: a core description, the value propositions that matter specifically to them, and the use cases or jobs-to-be-done that bring them to your product.
Section 4: Product
Replicate this section for each product if needed. It becomes the outline for your product pages or pitch decks.
- Product Name
- Product Descriptor — A literal description of what the product does. Include related products or brands for technical contexts where jargon is appropriate.
- Top Level Statement — The primary benefit. One sentence, plain language.
- Messaging Pillars — Three themes that distinguish this product from alternatives.
- Proof Points — Two to three supporting details and differentiators per pillar. These are your evidence.
This framework is a starting foundation, not a final answer. Every company has different audiences, different products, and different competitive contexts. The structure gives you a starting point; your market knowledge fills it in.
Need a hand building yours? Get in touch with the Blokhaus team.
