Message house: the foundation of a strong content strategy

Everything, everywhere, all at once

Omnichannel marketing comes with major challenges. Setting out different tactical messages on multiple channels, developing personalised content for diverse target groups, while conforming to the regulations of the platforms where the target groups consume their content. All this while protecting the integrity of your brand identity.

Looks like a lot of balls to keep in the air at once. Yes, but it’s an effort that pays off. Because with successful omnichannel marketing, you reinforce your brand identity and form stronger bonds with your audience. Consistency is key: a clear, recognisable brand story across all channels creates trust and loyalty. But the question remains: how do you keep all those balls in the air?

Message House: the foundation of your content strategy

A clear brand identity requires a consistent brand story, no matter where it's shared. A Message House is key to a strong brand personality and a flexible content strategy. The Message House model has its origins in the 1990s. It’s a tool for structuring efficient communication. It allows you to develop a content strategy that supports your core message so that you can adapt it to a variety of audiences and situations.

The Message House is a solid foundation that you can adapt to the needs of different target audiences and changing market conditions. You can create personalised content that aligns with your audience's expectations, and is consistent with your overarching brand strategy, transforming your marketing from ad hoc to always-on.

Why a Message House is indispensable

A Message House ensures that your communication is relevant and engaging, while retaining the core of your brand identity. It helps you to focus on the key stories that support your brand strategy and provides you with the flexibility to respond to market changes rapidly. And that brings the following advantages:

You strengthen your brand identity. Your content creators communicate a consistent, unified story on every platform, for every target audience.

You create content more efficiently. Thanks to the Message House, you can communicate across multiple channels faster with messages that are firmly rooted in your brand story.

Your audience will feel more engaged. Consistent stories and engaging messages resonate better with audiences, which increases engagement.

Your campaigns are easier to measure: You can measure and optimise your cross channel communications easily and more efficiently.

You gain flexibility in communication. It's easier to adjust a content strategy without losing sight of your core message.

You strengthen loyalty. A brand that communicates consistently builds stronger, more authentic relationships with its customers.

How do you build a Message House?

The foundation of a successful Message House is a clear understanding of your brand. How else can you create diverse messages for your content channels and media campaign without losing the connection with the core of your brand? You have to know what makes your brand unique: what are your core values? This is the basis for all your communication. Visualise your Message House as an architectural masterpiece, with every 'room' highlighting an aspect of your brand strategy. While each room has its own style, they are all built on the same foundations and connected by 'corridors' that represent your overarching brand strategy.

Structure of a Message House

When you have a solid understanding of your brand’s personality you can get started with your Message House. Plan it like an architect, build it like a contractor, and make sure it expresses your brand from the basement to the roof. You can use the successful Message House template below as your guide.

Foundation: This is where you place your brand's core values and basic messages.

Living room: this is the place for your main message, the heart of your brand.

Rooms: Divide specific themes or supporting messages across different rooms.

Corridors: these connect all rooms and contain the evidence and data that substantiates your message.

Roof: the tagline that reinforces your core message.

Content creation with technology support

Every message should have a recognisable style and tone. When working with complex or expansive campaigns or content plans –support is essential. For example, data and technology can help you personalise your communication without losing coherence.

Dynamic content optimisation (DCO): With DCO, ad elements can be automatically adjusted to match the user's context and behaviour, resulting in more relevant content and more efficient use of marketing budgets.

Consistency through AI: AI-driven tools can recognise patterns and optimise content, ensuring that your communication aligns with your brand’s core message and is consistent across all channels.

Partner with iO for strong brand communication

At iO, we understand that a strong brand is more than just a good story. It's all about creating a cohesive experience that resonates with your audience. Our approach combines expertise in content creation, marketing, strategy, and technology to develop a content plan that is tailored to your customers and goals down to the smallest detail.

We analyse your brand, develop creative content, and use data analytics and technology to personalise and optimise your communication. By working in close collaboration and continuously learning and adapting, we ensure that your brand continues to grow in a rapidly changing market.

Curious about what we can do for you?