Once your company or product brand positioning statement has been crafted and approved, it is time to build your messaging architecture. The value of this effort is to:

• Ensure brand consistency
• Customize your brand message to the needs of each target audience

A messaging architecture consists of words, phrases or statements arranged by priority, audience and touch point. The messaging is not comprised of the marketing words or content per se. That content will be created later, based on the messaging architecture.