Message House

What it is

The Message House is a visual and strategic framework for organising communications around a central positioning. Think of it as an actual house: the roof is your single most important message, the three pillars represent your core supporting arguments, and the foundation contains all the evidence and detail that holds everything up.

This template prevents messaging chaos. Instead of scattered talking points, you create a hierarchy where every single message either supports the roof (core positioning) or strengthens one of the three pillars. It makes it easy to train spokespeople, brief journalists, and ensure consistency across teams.

The beauty of a Message House is that it works whether you’re communicating with customers, investors, employees, or the public. The roof stays the same; only the pillars and foundation adapt based on audience.

When to use it

Use the Message House when:

• You need to establish the foundational messaging strategy for a brand, product, or campaign
• Multiple teams or spokespeople need to stay aligned on key communications
• You’re integrating complex narratives with multiple supporting arguments
• You need a framework that can be taught quickly to new team members
• You want a visual tool that makes messaging hierarchy immediately clear

Don’t use the Message House when:

• You need very granular, audience-specific messaging (use Key Messages Grid instead)
• You’re creating detailed Q&A for specific channels (use FAQ Builder)
• You only have one simple message to communicate (it’s overkill for single-point campaigns)
• You’re building counter-narratives (use Myth vs Fact Sheet)

Inputs needed

Before you start, gather:

• A clear statement of what you’re communicating about (product launch, organisational rebrand, campaign)
• Your core positioning or desired perception
• Three key areas of benefit, differentiation, or support
• Supporting evidence, data points, testimonials, or case studies for each pillar
• Information about your primary audience and their priorities

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The template

┌─────────────────────────────────────────────────┐
│                                                 │
│              THE ROOF                           │
│         [Core Positioning Message]              │
│           (What you want to be known for)       │
│                                                 │
└──────────┬──────────────┬──────────────┬────────┘
           │              │              │
       ┌───┴───┐      ┌───┴───┐    ┌────┴────┐
       │PILLAR │      │PILLAR │    │ PILLAR  │
       │  ONE  │      │  TWO  │    │ THREE   │
       │       │      │       │    │         │
       │Key    │      │Key    │    │Key      │
       │Point  │      │Point  │    │Point    │
       └───┬───┘      └───┬───┘    └────┬────┘
           │              │              │
    ┌──────┴─────┬────────┴─────┬───────┴──────┐
    │            │              │              │
┌───┴──┐ ┌──────┴──┐ ┌────────┴─┐ ┌──────┬──┐ │
│Proof │ │Proof    │ │Proof    │ │Proof │  │ │
│Point │ │Point    │ │Point    │ │Point │  │ │
└──────┘ └─────────┘ └─────────┘ └──────┴──┘ │
│                    FOUNDATION               │
│            (Evidence, Data, Research)       │
└─────────────────────────────────────────────┘

Your Message House Structure

THE ROOF (Core Positioning)

• Single, clear, memorable statement
• 8-15 words maximum
• What you want to be known for above all else
• Example: “Leading the industry shift toward sustainable manufacturing”

PILLAR ONE: [Pillar Name]

• Key supporting argument or benefit area
• 1-2 sentence explanation
• Proof points: [3-4 supporting facts/stories]

PILLAR TWO: [Pillar Name]

• Key supporting argument or benefit area
• 1-2 sentence explanation
• Proof points: [3-4 supporting facts/stories]

PILLAR THREE: [Pillar Name]

• Key supporting argument or benefit area
• 1-2 sentence explanation
• Proof points: [3-4 supporting facts/stories]

FOUNDATION (Supporting Evidence)

• Research findings or methodology
• Customer testimonials or case studies
• Awards, certifications, or third-party validation
• Data visualisations or infographics
• Media mentions or industry recognition

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AI prompt

Base prompt

You are a strategic communications expert. I need you to help me
build a Message House for [WHAT YOU'RE COMMUNICATING ABOUT].

A Message House consists of:
- A ROOF: One core positioning message (8-15 words) that captures
  the single most important thing we want to be known for
- THREE PILLARS: Three key supporting arguments, each with 3-4
  proof points
- A FOUNDATION: The evidence and research that supports everything

Here's what I know:
- Core positioning or desired perception: [YOUR POSITIONING]
- Primary audience: [YOUR AUDIENCE]
- Three main benefit/differentiator areas: [LIST THREE AREAS]
- Supporting evidence I have: [EVIDENCE, DATA, RESEARCH, TESTIMONIALS]

Please build a Message House structure that:
1. Keeps the roof message simple and memorable
2. Distributes proof points evenly across three pillars
3. Ensures each pillar supports the roof message
4. Organises foundation elements logically
5. Makes it easy for multiple spokespeople to use

Provide the output as a clear hierarchy I can use to train teams.

Prompt variations

Variation 1: Product Launch

I'm launching [PRODUCT NAME] and need a Message House that helps
our sales team, product team, and marketing align on core messaging.

The product solves this problem: [PROBLEM]
Our main competitive advantage is: [ADVANTAGE]
We want to be perceived as: [PERCEPTION]

Build a Message House where the roof is memorable and ownable,
and each pillar addresses: Innovation, Reliability, and Customer Impact.

Variation 2: Organisational Rebrand

We're rebranding our organisation from "[OLD PERCEPTION]" to
"[NEW PERCEPTION]".

Our new purpose is: [PURPOSE]
This reflects our shift in: [THREE SHIFTS]
Key stakeholders we need to convince: [STAKEHOLDERS]

Build a Message House that bridges our heritage with our future
and gives employees language to explain the change.

Variation 3: Crisis/Reputation Management

We need to address perceptions about [ISSUE] and rebuild trust.

What we need people to understand: [KEY POINT]
Our commitment: [YOUR COMMITMENT]
Evidence we have that we're genuine: [EVIDENCE]

Build a Message House that addresses concern while moving toward
a positive positioning. Each pillar should address an aspect of
how we're responding: Action, Transparency, and Results.

Variation 4: B2B Positioning

We serve [CUSTOMER TYPE] in the [INDUSTRY] space.
They struggle with: [PAIN POINTS]
Our solution is differentiated by: [DIFFERENTIATION]
Target industries/accounts: [TARGETS]

Build a Message House that speaks to executive priorities
(ROI, risk mitigation, competitive advantage) whilst maintaining
credibility with technical buyers.

Variation 5: Non-Profit/Cause

Our organisation works on [CAUSE/MISSION].
We're different because: [UNIQUE APPROACH]
Our impact: [MEASURABLE OUTCOMES]
Our call to action: [WHAT WE NEED SUPPORTERS TO DO]

Build a Message House that combines emotional resonance with
evidence of impact, suitable for donors, volunteers, and beneficiaries.

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Human review checklist

• Does the roof message feel ownership-ready? (Memorable, defensible, concise)
• Does each pillar directly support the roof, or do any feel disconnected?
• Are proof points specific and verifiable, or too vague and aspirational?
• Could an employee, sales rep, or journalist easily communicate this house?
• Does the foundation adequately support the claims in the pillars?
• Are there any internal contradictions between pillars or with the roof?
• Is the language consistent in tone across all three pillars?
• Have we included third-party validation (data, awards, testimonials)?
• Could this house work for our primary audience and at least two secondary audiences?
• Does this message house differentiate us meaningfully from competitors?

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Example output

THE ROOF Growing capability through collaborative innovation

PILLAR ONE: Customer-Centric Innovation We don’t innovate in isolation—we innovate with our customers, understanding their real challenges and co-creating solutions that work in the messy reality of their operations.

Proof points:

• 73% of our product roadmap comes directly from customer input
• Three-year case study: Acme Corp reduced processing time by 40% using our co-designed solution
• Quarterly customer advisory board drives feature prioritisation

PILLAR TWO: Inclusive Growth We believe technology should create opportunity, not barriers. Our commitment to accessibility, diverse hiring, and equitable pricing means our tools work for organisations of all sizes.

Proof points:

• WCAG AA accessibility across entire platform
• 42% female leadership team (industry average: 28%)
• Tiered pricing designed so SMEs can access enterprise features

PILLAR THREE: Measurable Impact We don’t ask customers to take our word for it. Everything we build is trackable, transparent, and tied to real business outcomes.

Proof points:

• Customers report average 35% efficiency improvement within 6 months
• Open ROI calculator available on website (not hidden behind sales)
• Annual Impact Report with independent audit published publicly

FOUNDATION

• Forrester Wave Leader, 2025
• Customer satisfaction: 4.8/5.0 across 2,400+ reviews
• TechCrunch: “The only platform built for outcomes, not adoption”
• Testimonial from NHS trust demonstrating accessibility impact

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Related templates

• Key Messages Grid — Adapt this Message House for different audiences, channels, and personas
• Positioning Statement Generator — Create the exact wording for your roof message
• Proof Points Bank — Develop and organize the detailed evidence for your foundation
• FAQ Builder — Address common questions using your Message House structure
• Executive Quote Pack — Create spokesperson statements that reinforce your three pillars

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Tips for success

Make the roof non-negotiable. Spend half your time here. The roof is the one thing everyone should say. If spokespeople can only remember one thing, it must be the roof. Test it: Can someone say it in a single breath? Is it news-worthy or just pleasant?

Ensure pillars are truly distinct. Three pillars should feel like three different angles, not three ways of saying the same thing. If you find overlap, merge them and find a genuinely different supporting argument. Ideally, each pillar appeals to a different audience priority.

Use proof points, not marketing language. Instead of “industry-leading innovation,” say “won three patents in a space where the average is zero.” Instead of “customer-obsessed,” cite the percentage of roadmap driven by customer input. Specificity = credibility.

Test with your skeptics first. Before briefing your marketing team, share the house with someone who doesn’t work in comms—a salesperson, engineer, or customer. Can they understand it? Does it address their actual concerns? If not, it needs work.

Keep a living version. Your Message House should evolve quarterly as your business, competitive landscape, and audience priorities shift. Assign someone to own updates so it doesn’t become a static document nobody trusts.

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Common pitfalls

Roof that’s too broad. “We’re a great company” or “We deliver value” isn’t a roof—it’s a ceiling. Your roof should be specific enough that competitors can’t claim the same thing. If three competitors could use your roof message, go back to the drawing board.

Pillars that are really just features. “Advanced technology,” “24/7 support,” “Scalable platform”—these describe what you do, not why it matters. Each pillar should answer “why should someone care?” not just “what do you offer?”

Proof points that aren’t provable. “Industry leader” needs to be backed by something verifiable (analyst report, market share data, customer count). If a journalist asks “prove it,” you should have a source, not just an opinion.

Too many pillars or too many proof points. Three pillars is the magic number—it’s memorable without being reductive. More than 4 proof points per pillar becomes noise. Less is more; make each point count.

Ignoring the foundation. A Message House with no foundation is just poetry. If you can’t back up your pillars with evidence, data, research, or customer stories, the house collapses under scrutiny. Invest in building your foundation before you brief anyone.

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