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  • Writer's pictureBrian Creath

Why You Need Brand & Messaging Architecture

Updated: May 16

Like many of our clients, you may be challenged with a multitude of brands, products, subsidiaries and corporate brand initiatives. Or, maybe you have a single, 'monolithic' brand -- but that brand needs to bridge to a variety of disparate audiences that each carry differing points of view and relate to your brand in differing ways -- and to different benefits.

Regardless of your brand's structure, these are complex issues -- especially when you are charged with trying to communicate these benefits and resources, individually and as a whole (and in various combinations). Benefits and assets that need to be conveyed in marketing, sales and content messaging.

But how best to package these elements for maximum efficiency and impact?

It's a critical question and one that we've spent the past 20 years studying and addressing. Because one of the biggest issues facing many companies, is one of brand and messaging architecture.

(Example of Brand & Messaging Architecture)

Regardless of size or structure, every brand needs architecture.

Before you can develop the best method of distributing a message, you have to have the right message. And before you can have the right message, you have to have the right messaging structure. A structure that leverages every possible efficiency; one that gives individual brand assets and and the overall brand the best possible chance for success.

As technology drives new marketing platforms and as audiences have fragmented, the problem has worsened. Today, many companies continue to produce one-off marketing efforts that while singularly successful, often neglect greater corporate objectives -- or worse -- do strategic harm to them.

Marketing Architecture: A Creative Guide

Once a solid brand positioning+messaging architecture is developed, it functions not only as a strategic platform to focus and direct marketing assets, but also as a key creative guide, translating messaging strategy into tangible and relevant stories. Overarching work to articulate those individual stories (business, brand, sales and other) that best showcase what the brand is, how it works to differentiate, and how it benefits internal and external audiences.

While this process works well for many types of clients, it works especially well for sales driven organizations that have the need to explain complex solutions in concise and simple terms.

Once developed, these sales stories can function as the next layer of messaging to drive internal and external communication, and can be repurposed and delivered through a number of executional tools (advertising, video, digital, PR, internal communications, and more).


Cohesion is a strategic brand consultancy that helps organizations position, package and articulate the essence and direction of businesses, brands, solutions and issues. Since 1999, our work has created new value and revenue for more than 150 organizations, including Fortune 500 corporations, mid-market companies and innovative small businesses. To learn more visit, or contact Brian Creath, president, at

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