BRAND MESSAGING FRAMEWORK TEMPLATE

Steal my brand messaging template (totally free)

A webpage showing step 1 of 8 in a process titled "Your Buyer." The page highlights the importance of starting with your buyer, with a section asking "Who is your primary buyer, really?" and an example response. The top navigation bar displays steps including "Your Buyer," "The Villain," "Positioning," "Value Prop," "Pillars," "Voice," "Competitive," and "Promised Land." The page contains helpful instructions about messaging and a coaching tip on understanding the role of buyers. The background and layout are clean, with various sections and instructional text.

The Brand Messaging Pyramid

A free template for SaaS founders who are done winging it

You know what you do. You just can't seem to say it in a way that makes people sit up. This is how you figure out exactly what to say, and turn it into something your whole team can use.

What's inside

→ A fillable, interactive, complete messaging framework covering every layer your brand needs: positioning statement, value proposition, messaging pillars, brand voice, and ready-to-use copy snippets you can implement the same day

→ Worked examples from real brands so you can see what "done properly" looks like before you fill in a single field

→ A step-by-step workshop framework you can run with your team to surface the answers that are probably already in the room

What you'll walk away with

✓ Brand positioning statement

The strategic decision about what territory you own, who you're for, and why you over every alternative. The foundation everything else is built on.

✓ Brand voice guidelines

Specific, example-led guidance your team can open on a Monday morning and easily apply without calling you to ask what the brand sounds like.

The single most compelling reason to choose you, written in your customers' language. A strong base to build all your messaging out from.

✓ A strong value proposition

Elevator pitch, one-liner, tagline options, etc. So the next time someone asks "can you send me a quick description of what we do," you have one.

✓ Ready-to-use copy snippets

3–5 core themes that give every blog post, sales email, and homepage section something to anchor to. No more creating content in a vacuum.

✓ Solid messaging pillars

Meet the copywriter

A young woman with long wavy hair, wearing glasses, a nose ring, and a black sweater, sitting with her arms crossed and smiling against a gray background.

Amelie Pollak

Copywriter & Brand Strategist

Amelie Pollak is a B2B & SaaS copywriter and brand strategist. She specialises in getting involved with brands to mine meaning & messaging from their expertise and pull that into their communications. She helps startups & scale-ups use words to move, convert and create community with their audience.

Get in touch

Free template

Built by a brand strategist

Brand positioning, messaging pillars, value proposition, brand voice

SaaS & B2B

Fill out in one sitting

Free template Built by a brand strategist Brand positioning, messaging pillars, value proposition, brand voice SaaS & B2B Fill out in one sitting

Frequently Asked Questions

  • It's an interactive tool that walks you through building your brand's complete messaging foundation positioning, value proposition, messaging pillars, brand voice, and ready-to-use copy snippets. Section by section, with expert coaching built into every field. A guided process that does half the thinking with you.

  • SaaS founders, B2B marketing teams, and scale-ups who know their messaging is off but don't know where to start fixing it. If your team explains what you do differently every time, your website copy hasn't been touched since launch, or every new hire spends their first month reverse-engineering what the brand sounds like — this is for you.

  • Allow 2–3 hours for a proper first pass, or work through one section per day over a week. Your answers save as you go, so you can close the tab and come back whenever.

  • No, that's the point. Every field has coaching tips, worked examples, and guidance built in so you know exactly what a good answer looks like before you write yours.

  • A complete, downloadable messaging document — positioning statement, value proposition, messaging pillars, brand voice guidelines, and ready-to-use copy snippets including an elevator pitch, one-liner, tagline options, and homepage headline starters. Everything assembled in one place, ready to share with your team.

  • Yes, and ideally you should. The tool works best when you run it as a workshop: open it on a screen, work through the sections together, and use the coaching tips to spark the right conversations.

  • If working through this makes you realise you'd rather have an expert run the process — facilitate the workshop, challenge the thinking, and deliver the final framework — that's exactly what my verbal brand strategy service is for.