Core Messaging

A strong brand begins with a strong foundation.

At The Marketing Machine, we almost always start every brand-building initiative with a core-messaging document. Simply defined, it’s a guiding charter, intended to clearly communicate your brand’s vision internally as well as externally.

Typically, a fully realized core messaging framework encapsulates the who/what/why of your brand or company. It begins with a statement that communicates who you are, what you create or what service you provide, how you’re different from the competition, the audiences/individuals/communities you serve, and why you do what you do.

We then take the core messaging document and use it as scaffolding upon which we will create your logo, website, TV commercial, advertising campaign and more. Everything we create from here out should reflect back to this document and hold true.

In our experience, companies willing to invest the time in getting their core messaging right are better positioned for long-term growth and success.

When complete, your core messaging may consist of (but is not limited to):

  • A history statement
  • A boilerplate statement
  • Brand positioning
  • Tagline development
  • Brand descriptors
  • A set of core values and brand attributes

Digging beneath the surface.

Our core messaging process is simple and pain free!


Our team will meet with you to get a snapshot of who you are, what service(s) you provide and how you perceive yourself internally. This may include in-person meetings as well as detailed questionnaires.



We process everything learned during discovery, isolating key insights and feedback. The goal is to identify associated truths among key stakeholders —employees, customers, partners and distributors.


Go forth with confidence.

Ideation is the process of taking insights and analyses and crafting a series of disparate anecdotes into a unified working document. This is the physical document that serves as the jumping-off point for your brand.



We put your core messaging to the test with a number of individuals and stakeholders within your organization. Our goal is to solicit feedback so that the finished document is airtight and ready to go to market.


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We can't wait to hear from you! Call us today at 919.460.7978 to learn more.