Why Your Business Needs a Strategic Messaging Document (And How It’s Like an NFL Stadium)
Clear and consistent messaging is the backbone of any successful brand. Without it, you risk confusing your audience, diluting your value, and losing opportunities to connect. This is where a strategic messaging document comes in—a guiding framework that ensures everyone in your organization communicates with purpose and clarity.
Think of it as your business’s “playbook.” Just as an NFL team relies on a cohesive strategy to dominate the field, your business needs a strategic messaging document to unify your voice, resonate with your audience, and drive results.
But instead of a traditional playbook analogy, let’s imagine your strategic messaging document as an NFL stadium. Each component plays a distinct role in building the structure of your brand and creating an unforgettable experience for your audience.
What is a Strategic Messaging Document?
A strategic messaging document is a central resource that outlines how your brand communicates, what it stands for, and how it delivers value to different audiences. It provides consistency across all channels—whether it’s your website, social media, sales pitches, or advertising campaigns.
This document ensures that:
Your vision and mission are clear.
Your messaging is aligned with your goals.
Your audience understands what makes you different.
Now, let’s break down the components of a strategic messaging document and how they relate to parts of an NFL stadium.
A Strategic Messaging Document can be viewed as an NFL stadium.
If you prefer a more standard analogy, a Strategic Messaging Document can also be viewed as a Message House with a roof, rafters, pillars and a foundation.
1. Vision & Mission: The Field
The field is the heart of the stadium—it’s where the action happens. In your messaging framework, this is your vision and mission, which define your purpose and what you’re striving to achieve.
Vision: The long-term impact your business aims to create.
Example: "To make quality healthcare accessible to everyone, no matter where they live."
Mission: The actionable steps you take to achieve that vision.
Example: "We deliver innovative telehealth solutions that connect underserved communities with top-tier medical professionals, ensuring every patient receives timely, personalized care."
2. Topline Strategic Positioning: The Scoreboard
The scoreboard is the focal point for fans—it shows the stakes and keeps everyone aligned on the goal. Similarly, your topline strategic positioning is the overarching message that defines your brand’s value and competitive edge.
What It Does:
Articulates what your business does.
Highlights why you’re different.
Conveys the unique value you provide.
Example:
"We are transforming healthcare access by bridging the gap between patients and providers through intuitive telehealth technology, offering care that is affordable, efficient, and personalized."
3. Value Proposition for Top Personas: The Fan Sections
Each section of your stadium is filled with fans cheering for their team—but each group has different motivations for being there. In your messaging document, these sections represent your value propositions for your top personas.
What It Includes:
A description of your top 3–5 audience personas (e.g., patients, providers, insurers).
A tailored value proposition for each persona that highlights the specific benefits your business delivers to them.
Example Personas and Value Propositions:
Patient Persona:
"We provide accessible, 24/7 virtual consultations so you can receive care on your schedule, from the comfort of your home."
Provider Persona:
"Our platform simplifies telehealth management, letting you focus on delivering exceptional patient care while improving efficiency."
Insurer Persona:
"Partner with us to reduce healthcare costs while increasing patient satisfaction through seamless virtual care solutions."
4. Data-Backed Proof Points: The Stadium Walls
The stadium walls hold everything together, providing the structure and credibility that makes it all work. In your messaging document, this is your data-backed proof points—the evidence that supports your claims.
What It Includes:
Statistics, case studies, and testimonials that validate your value propositions.
Tangible results that demonstrate your impact.
Examples:
"98% of our telehealth users report increased satisfaction with the convenience and quality of their care."
"Our platform reduces patient wait times by 40%, ensuring quicker access to necessary medical services."
"Case Study: How we helped a rural clinic reduce no-shows by 25% and improve patient engagement with virtual care."
Final Thoughts
A strategic messaging document is more than a resource—it’s the blueprint for how your brand communicates and connects. Like an NFL stadium, every part plays a critical role in creating an impactful experience. By defining your vision, positioning, value propositions, and proof points, you’ll build a messaging framework that drives alignment, engagement, and growth.
Ready to build your “stadium” and take your brand messaging to the next level? Start with a clear strategy, and watch how consistency and clarity can transform your business.
Need help creating your strategic messaging document? Contact us today for a personalized consultation and get started on crafting messaging that scores big with your audience!