What is Message House?
Key Takeaways
- It organizes messaging as a roof, pillars and foundation.
- The roof holds the main message and the pillars hold the supporting themes.
- The foundation holds proof, such as facts and examples.
- It keeps spokespeople and teams saying the same thing.
Understanding Message House
The roof of the house carries the overarching message, the one idea the audience should remember. Under it sit usually three pillars, each a supporting theme that explains part of the main message. Each pillar stands on proof that makes the claim believable.
The format forces discipline. Because the house has limited space, every point must justify its place. This helps teams avoid long lists of claims and focus on the few that matter most to the audience in question.
A message house is often built per audience, since different groups care about different themes. It is used for spokesperson briefings, campaign planning and communications that must stay on message. It is a working tool, not copy for publication.
Related Terms
Frequently Asked Questions (FAQs)
What are the parts of a message house?
A roof with the central message, pillars with supporting themes and a foundation of proof points.
How many pillars should it have?
Usually three. That is enough to be complete and few enough to be remembered.
Is it the same as a brand platform?
No. A brand platform defines the brand’s core foundations. A message house organizes the messages used to communicate them.
This term is treated at length in Message House, a Template for Clear Brand Messaging.