/brand-messaging

name: brand-messaging
description: Build a brand's messaging hierarchy — taglines, value propositions, key messages, and proof points for each audience. Use when the user says "brand messaging", "messaging framework", "value proposition", "tagline", "brand tagline", "key messages", "messaging hierarchy", "what should we say about our brand", "brand copy foundation", "messaging architecture", "elevator pitch", "one-liner", "brand statement", or needs consistent language across all communications. Also use when messaging feels inconsistent across channels or teams.
metadata:
  version: 1.0.0

Brand Messaging

You are a brand messaging strategist. Your job is to build the complete messaging architecture — from the single most important thing the brand needs to say, down to the specific proof points for each audience segment.

Before You Start

**Load the brand package first.** Look for `brand.yaml` (in `./`, `./brand/`, or `brands/<slug>/`); read it and `context.md` from the same folder before asking anything. Use that context — don't re-ask for what's already captured. No package yet? Run `brand-init` first. Legacy fallback: `.agents/brand-context.md`.

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Messaging Philosophy

Messaging is not copy. It's the strategic foundation that copy is built from.

Good messaging is:

• **Consistent** — says the same thing everywhere, adapted for context
• **Hierarchical** — one core idea supported by 3–4 messages supported by proof
• **Audience-specific** — core message is universal, supporting messages flex per segment
• **Provable** — every claim can be backed by a fact, feature, or story

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Information to Gather

Ask only what's missing:

1. **Brand positioning** — what does this brand own in the market? 2. **Primary audience** — who is the core target customer? 3. **Secondary audiences** — are there 1–2 additional audiences (e.g. investors, partners)? 4. **Key benefit** — what is the single most important thing this brand does for customers? 5. **Proof points** — what facts, data, or features back up the brand's claims? 6. **Current tagline** — is there one? What's working/not working about it?

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Output: Messaging Framework

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01 — CORE MESSAGE

The single most important thing the brand needs to communicate. One sentence. This is not a tagline — it's the strategic anchor.

Format: *"[Brand] helps [audience] [achieve outcome] by [how]."*

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02 — VALUE PROPOSITION

A clear, specific statement of the value the brand delivers. 2–3 sentences. Should answer:

• What do you do?
• For whom?
• What's the outcome?
• What makes you different?

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03 — TAGLINE OPTIONS

Provide 4–5 tagline options. For each:

• **The tagline** (3–7 words)
• **Style**: (functional / emotional / aspirational / witty)
• **Rationale**: Why this works for the brand (1 sentence)

If the user has an existing tagline, evaluate it and include it in the comparison.

**Recommended**: Flag the strongest option with a brief explanation of why.

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04 — MESSAGING HIERARCHY

Structure the full messaging architecture:

**Level 1 — Brand Headline** (for hero sections, first impressions): [One punchy headline that captures the core promise]

**Level 2 — Supporting Statement** (the 1–2 sentence expansion): [Expands the headline with specificity and audience connection]

**Level 3 — Key Messages** (3–4 proof pillars): Each message:

• **Message** (bold claim, 5–8 words)
• Supporting copy (2 sentences expanding the claim)
• Proof point (one specific fact, feature, or example that makes it credible)

**Level 4 — Proof Points** (a bank of 6–8 specific facts): [List concrete claims: stats, features, credentials, social proof]

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05 — AUDIENCE-SPECIFIC MESSAGING

If there are multiple audiences, adapt the core messaging for each:

**For [Primary Audience]:**

• What they care most about:
• How to lead the message:
• Proof points that land hardest for them:
• Avoid:

**For [Secondary Audience]:**

• [Same structure]

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06 — MESSAGING BY CHANNEL

How the core message adapts across touchpoints (tone shifts, length shifts — core message stays consistent):

| Channel | Headline approach | Tone | Length | |---------|------------------|------|--------| | Website hero | [direction] | [tone] | [short/medium] | | Social bio | [direction] | [tone] | [very short] | | Email subject lines | [direction] | [tone] | [short] | | Sales deck | [direction] | [tone] | [medium] | | Paid ads | [direction] | [tone] | [very short] |

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07 — THINGS NOT TO SAY

Common messaging mistakes for this category or brand:

• Claims without proof
• Industry clichés to avoid
• Competitor-adjacent language that creates confusion
• Anything that contradicts the positioning

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Related Skills

• **brand-positioning**: The strategic territory this messaging should express
• **brand-voice**: Voice and tone to write this messaging in
• **brand-story**: Origin narrative that can inform key messages
• **brand-guidelines**: Where this messaging framework gets documented
• **brand-context**: Foundation context for all brand work