Messaging Framework Example Page for Confluence

Example pages by Mosaic: Content Formatting Macros & Templates are there to inspire you with what can be achieved in Confluence. Take a look at our example messaging framework and explore our full range of example pages to see what you can do.

For pages that you can upload directly to your Confluence space and customise as you please, check out Mosaic's templates.

What is a messaging framework?

A messaging framework is a structured document that outlines key product or brand messaging, ensuring everyone in your company (from marketing and sales to product teams) is telling the same story about what makes your offering special. This way, whatever you say in emails, social media posts, pitches, or adverts, it all fits together seamlessly and supports the same message.

A collage-style image of a speech bubble and a lightbulb

Why does your company need a messaging framework?

A messaging framework keeps all communications consistent, no matter who’s talking or where the message appears. When everyone sticks to the same core story and tone, it avoids confusing your customers and builds a sense of trust over time.

A collage-style image of three cookie cutters

As your business grows, it’s not just one or two people creating messages any more - it could involve multiple teams internally as well as partners and external agencies. A messaging framework acts as a solid foundation everyone can use, ensuring your brand's voice and key points stay the same.

A small plant next to one that has grown

Clear messaging is essential to grabbing attention and helping potential customers understand why they should choose you over competitors. A messaging framework prevents jargon and mixed messages from muddying the waters and helps customers quickly grasp what makes your offering special.

A messaging framework keeps all communications consistent, no matter who’s talking or where the message appears. When everyone sticks to the same core story and tone, it avoids confusing your customers and builds a sense of trust over time.

As your business grows, it’s not just one or two people creating messages any more - it could involve multiple teams internally as well as partners and external agencies. A messaging framework acts as a solid foundation everyone can use, ensuring your brand's voice and key points stay the same.

Clear messaging is essential to grabbing attention and helping potential customers understand why they should choose you over competitors. A messaging framework prevents jargon and mixed messages from muddying the waters and helps customers quickly grasp what makes your offering special.

A messaging framework keeps all communications consistent, no matter who’s talking or where the message appears. When everyone sticks to the same core story and tone, it avoids confusing your customers and builds a sense of trust over time.

As your business grows, it’s not just one or two people creating messages any more - it could involve multiple teams internally as well as partners and external agencies. A messaging framework acts as a solid foundation everyone can use, ensuring your brand's voice and key points stay the same.

Clear messaging is essential to grabbing attention and helping potential customers understand why they should choose you over competitors. A messaging framework prevents jargon and mixed messages from muddying the waters and helps customers quickly grasp what makes your offering special.

What elements should a messaging framework include?

Our example messaging framework comprises 11 sections organised in tabs for easy navigation. These are:

Audience
Value proposition
Core messaging pillars
Supporting messaging
[Product/Feature] messaging
Differentiators
Objection handling
Tone of voice
Approved messaging examples
Usage guidelines
Appendix

Let's explore a few of these sections in more detail:

The top half of Mosaic's messaging framework for Confluence, showing the heading in a blue background, instructions for use, an overview of the page, and some of the tabs, with the 'Audience' tab open.

Value proposition statement

A value proposition statement highlights the unique benefits that set you apart from the competition, helping your customers quickly understand what’s in it for them. It acts as a guiding light for all your messaging, ensuring that every communication consistently showcases the value you bring.

Make it stand out visually using an Advanced Card macro, and link to a more detailed value proposition page with a button to keep your messaging framework neat.

The 'Value Proposition' tab of the messaging framework, showing instructions and an example for writing your value proposition displayed in a visually engaging card with an image of a mountain, followed by a button leading to a more detailed page on the value proposition.

Objection handling

A strong messaging framework also anticipates common objections or doubts your customers might have. By including carefully crafted responses or proof points to address these concerns upfront, you build confidence and trust. This means your sales and marketing teams are better equipped to reassure prospects and smooth the path to a purchase.

A two-column table is a simple and effective way to format objections and responses in pairs.

The 'Objection Handling' tab of the messaging framework showing a table with two columns, one titled 'Objection' and the other titled 'Response' with examples in the cells beneath.

Approved messaging examples

Approved messaging examples act as templates or inspiration for emails, social posts, website copy, or sales pitches. They help keep everyone on the same page while still allowing room for creativity, ensuring your brand voice stays consistent and compelling across all channels.

Advanced Cards are a great way to highlight these, so they don’t get missed.