The 5 Core Components of a Messaging System

How to stay consistent, sound like yourself, and build a memorable brand.

Think of a person or brand you follow regularly online.  What is it that draws you to them?

For me, it’s someone with content that feels aligned with my values, interests, and stage of life.  The voice pulls me because there’s both personality and value.

I love Jefferson Fisher. He’s a lawyer who “teaches people how to argue”.  I stumbled on one of his posts on LinkedIn, and I started following him because he has this like genuine presence, he speaks on topics that are relatable and practical, and he’s consistent in what he delivers.  That’s also what keeps me there.

On the flip side, I started following a creator who was quickly gaining traction on LinkedIn. She was positioning herself as a thought leader, building momentum, and standing out in a saturated space. But as her audience grew, her content started to shift. It became less personal and more polished — but not in a good way. The warmth and relatability were replaced by generic advice and a much more corporate tone. It was clear she was trying to sound more professional, maybe to appeal to a different audience or attract bigger clients. But in doing so, she lost the elements that made her voice stand out in the first place. I stopped engaging. It didn’t feel like her anymore.

This is the risk when your message isn’t clearly defined — or when your growth outpaces your foundation. You start bending your voice to fit the room instead of anchoring your brand in what’s true to you.

And that’s exactly why a messaging system matters.

It’s what helps you stay consistent, sound like yourself, and scale without losing the connection that made people care in the first place.

I’m going to share the five core components that every business, nonprofit, or personal brand needs to create clear, consistent, and intentional content — whether you're writing it yourself or getting ready to hand it off to someone else.

1.    Mission

A mission statement is often confused with a tagline or a headline.  They all have a role in how a brand communicates, but each has a different purpose.

·  A tagline is a short, memorable phrase meant to catch attention and build recognition. Nike’s “Just Do It.” is a great example. It’s punchy, inspiring, and easy to remember — but it doesn’t explain what Nike does or who it’s for.

·  A headline is used in copywriting and is meant to attract and sell. You see them most often in marketing campaigns, ads, and landing pages. Ford’s “Built for America.” was used as part of a campaign during a time of economic recovery, tapping into pride, resilience, and national identity. It still aligns with their well-known tagline “Built Ford Tough,” but it’s tailored to a specific moment or audience. It speaks to a campaign message — not the brand’s broader mission.

· A mission is the foundation. It explains why the brand exists, who they serve, and what they’re working toward. Disney is a long-established company with a long-standing mission: “To entertain, inform and inspire people around the globe through the power of unparalleled storytelling.”  This isn’t just a statement for their website. It guides their content, partnerships, experiences, and business decisions — not just their marketing.

When your mission is clear, it becomes the filter for what you create and how you show up. Even if your audience never reads it directly, there will be an undertone that they should feel it in everything you put out.

Remember, your mission should reflect what you believe in and where you’re going (values and goals).  

2.    Audience

This one seems obvious, but most people still get stuck here. It’s not enough to know your ideal customer’s age, location, or job title. You need to understand how they think, what they believe, what keeps them stuck, and what they wish someone would finally say out loud.

When you know your audience that well — what they care about, what they’re struggling with, and what they’re hoping for — your content starts to resonate in a way that feels personal and relevant. You’re no longer trying to appeal to everyone. You’re speaking directly to the people who are most likely to hire you, refer you, or support your mission.

For example, if you’re a nonprofit helping women re-enter the workforce, your audience isn’t just “women ages 25–45.” It’s single moms trying to balance childcare and job training, or newcomers to Canada facing systemic barriers. Knowing that difference changes how you tell stories, write posts, and position your services.

Download our Buyer Personas fillable template with examples to get you started.

3.    Brand Voice

Your voice is what makes your brand recognizable without the logo or name attached. It’s how you say things — the rhythm, tone, and word choice that makes your content feel like it came from you. Voice is one of the easiest things to lose when you start outsourcing, and one of the hardest to recreate if it’s never been defined.

When your voice is documented and clear, your team knows how to write like you. You don’t have to rewrite everything or keep the content in-house to make sure it sounds right. It gives you creative freedom and consistency at the same time.

One simple and effective way to define your voice is by creating a “We say this / Not that / Because…” chart. It helps capture nuance and gives people actual direction — not just vague adjectives like “friendly” or “professional.”  Keep in mind tone of voice (how you do and do not want to sound) as well as key phrases (things you always say/would never say).

Here are two examples:

Example 1: For an organization in a regulated space

We say this: “We explore every option and go the distance.”

Not that: “We’ll do whatever it takes.”

Because: “Whatever it takes” can imply bending rules cutting corners, or ignoring compliance.  We have a regulated environment and need  clear and responsible language that builds trust and shows integrity.

Example 2: For brands that want to sound confident but inclusive

We say this: “Many people find this helpful — maybe you will too.”

Not that: “Everyone knows this is the best way.”

Because: Absolute statements can alienate readers who don’t agree, don’t relate, or are new to the topic. This phrasing keeps the tone confident but still leaves room for different experiences and perspectives.

4.    Message Pillars

These are your key messaging themes.  Pillars act like guardrails, giving you room to be creative while staying on track with what your audience needs from you.  Without clear message pillars, your content can start to feel scattered, repetitive, or confusing — especially if multiple people are creating it.

Message pillars also make content planning easier. Instead of sitting down to a blank page, you’re drawing from themes that already reflect your brand values, audience needs, and strategic goals.

We always suggest having 3-5 core pillars.  If you have too many, it’s easy to lose focus. And if you don’t have enough, it can be a struggle to rotate your content without getting too repetitive. 

For example, here are 4 pillars a wellness coach might use:

·         Mental Resilience – stress, mindset, emotional regulation

·         Daily Habits – routines, time management, goal setting

·         Food & Movement – nutrition, movement, relationship with body

·         Client Stories – testimonials, behind-the-scenes, real-life growth

5.    Brand Story and Point of View

Your brand story and point of view is your edge. It’s how you see things differently, how you challenge the status quo, or how your personal story shapes your take on what you do. This is where your people start to quote you, tag their friends, and become loyal fans.   

Plenty of people offer similar services or talk about the same topics. What makes you stand out isn’t what you say — it’s how you say it, what you choose to highlight, and what you push back on.

But I must caution you …  a point of view isn’t about being controversial. You don’t have to be polarizing to stand out. But you do need to take a stance. Your audience wants to know what you believe, how you think, and why you do things the way you do.

When you’re developing your point of view for documentation, use prompts like:

• What do you believe that others in your space often overlook or get wrong?

• What would you say to your past self that no one else told you?

• What do you repeat over and over to your clients because it needs to be heard?

Here’s an example of how content written with a point of view compares to generic content for a financial coach for women:

·  Generic content: “It’s important to build a budget and track your spending. 

·  With point of view: “You’re not bad with money. You were never taught how to trust yourself with it — especially as a woman.”

The generic message is relevant, but it’s surface level.  The POV message is more relatable because it reflects lived experience and names something others may leave unsaid. It also acknowledges the emotional and cultural context behind the problem and validates their experiences and challenges they face.  

Let’s break that down.

First, it challenges a dominant narrative. Saying “You’re not bad with money” pushes back on a widespread belief that financial struggles are due to poor choices, irresponsibility, or a lack of discipline. Instead, it reframes the issue as a gap in support or education and not just a personal flaw.

Next, by using the phrase “especially as a woman”, it shows you’re not shying away from how women have been historically excluded or discouraged from engaging with money in families, workplaces, and society. That’s not something everybody would want to talk about, but it builds trust and makes the message more memorable.

Rather than offering a one-size-fits-all solution like “Just budget better,” it acknowledges that emotional baggage, generational patterns, or cultural shame around money could be part of the problem.  It says it’s not just you.

And if you can speak to this as a personal experience (your story), you’ll build trust and create a loyalty that can’t be bought.

What’s Next?

You can have the best ideas, the most helpful advice, or the most meaningful mission but if your message isn’t clear, consistent, and anchored in who you are, it won’t connect in the way you want it to.

When these 5 pieces are clear, documented, and working together, everything else gets easier:

✔ Your content feels authentic
✔ Your team knows what to say
✔ Your message connects
✔ Your brand starts to get noticed

If you’re ready to build your messaging system, download our free Messaging Strategy Checklist to help you get started.

If you need some help to complete it or put it into words, contact an Undercover Creator today.