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Creating a Brand Messaging Matrix: FREE Template


Brand Messaging Matrix

A brand messaging matrix is a structured tool that helps businesses and organisations maintain consistency in their communication and branding efforts. It serves as a reference guide for key messaging elements, ensuring that everyone within the organisation and external partners use consistent and cohesive language when communicating with the target audience. Here's how to create a brand messaging matrix, along with a simple template:

Brand Messaging Matrix Template


Section 1: Brand Basics

  • Brand Name: [Your Brand Name]

  • Tagline: [Your Brand Tagline, if applicable]

  • Brand Positioning Statement: [One or two sentences that succinctly describe your brand's unique positioning]

Section 2: Brand Pillars or Values

  • List the core values, pillars, or key attributes that your brand stands for. For example:

    • Pillar 1: [Value/Attribute 1]

    • Pillar 2: [Value/Attribute 2]

    • Pillar 3: [Value/Attribute 3]


Section 3: Target Audience

  • Define your primary and secondary target audience(s). Include demographics, psychographics, and any other relevant information. For example:

    • Primary Audience: [Description of Primary Audience]

    • Secondary Audience: [Description of Secondary Audience]


Section 4: Key Messages

  • List the main messages that you want to convey to your audience. These messages should align with your brand values and positioning. For example:

    • Message 1: [Key Message 1]

    • Message 2: [Key Message 2]

    • Message 3: [Key Message 3]


Section 5: Tone and Voice

  • Describe the tone and voice that your brand should use in its communications. For example:

    • Tone: [e.g., Friendly, Professional, Informal]

    • Voice: [e.g., Authoritative, Approachable, Empowering]


Section 6: Brand Story or Narrative

  • Craft a concise brand story or narrative that captures the essence of your brand. This should provide context for your audience. For example:

    • Brand Story: [Your Brand's Story in a Paragraph]


Section 7: Elevator Pitch

  • Create a brief, compelling statement that encapsulates what your brand is about and what it offers. For example:

    • Elevator Pitch: [30-60 second pitch summarising your brand]


Section 8: Differentiators or Unique Value Proposition

  • Highlight what sets your brand apart from competitors. This can include unique features, benefits, or qualities. For example:

    • Differentiator 1: [Unique Feature/Benefit 1]

    • Differentiator 2: [Unique Feature/Benefit 2]


Section 9: Visual Identity

  • Describe key visual elements that make up your brand's identity. This may include logo, colour palette, typography, and imagery. For example:

    • Logo: [Description of Your Logo]

    • Colour Palette: [List of Brand Colours]

    • Typography: [Font Styles Used]

    • Imagery: [Types of Images Representing Your Brand]


Section 10: Key Marketing Channels

  • List the primary channels or platforms where your brand communicates with its audience. For example:

    • Website

    • Social Media

    • Email Marketing

    • Print Materials


Section 11: Approval and Usage Guidelines

  • Define who in your organisation is responsible for approving brand messaging and provide guidelines on how to use the messaging matrix effectively. This will ensure governance and nominate a brand custodian to avoid your brand being misrepresented or misused.

Section 12: Examples

  • Include examples of how key messages should be crafted for different communication materials or scenarios, such as social media posts, press releases, and customer service interactions.

The brand messaging matrix template is a versatile tool that can be adapted to your specific brand's needs.


Once completed, it serves as a valuable reference guide for maintaining consistency in all your brand communications, helping you convey a clear and unified message to your target audience.


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