Message House
Structured framework organizing key messages and supporting points for communications.
Definition
A message house is a visual framework organizing corporate messaging into a hierarchical structure. Typically, a single core message forms the roof, supported by three to four key message pillars, each reinforced by supporting points, proof points, and examples at the foundation.
Message houses ensure communications consistency by giving everyone a shared reference for what to say and how to support it. They're particularly valuable for coordinating multiple spokespersons or ensuring alignment across departments.
Why It Matters
Without structured messaging frameworks, organizations drift into inconsistent communications. Sales says one thing, marketing another, executives another. Message houses create alignment.
Message houses also reveal messaging gaps. If a pillar lacks strong proof points, it exposes where the organization needs to build evidence before making certain claims.
Examples in Practice
A message house revealed that one positioning pillar had no quantified proof points, leading the team to commission customer research before making the claim in market.
Sales and marketing aligned around a shared message house that eliminated the conflicting descriptions customers heard from different company representatives.
Spokesperson preparation started with message house review, ensuring every media representative could deliver consistent core messages regardless of the questions asked.