Brand Strategy
Messaging pillars
Naise turns your feature list into three repeatable content themes, each with the belief it is trying to shift and post ideas you can schedule against.
Watch the sessionThe brief Naise works from
From the product information document in this project (or, if none is attached, treat the product as: what the product does) build 3 core messaging pillars for our brand. Our features are your main features. For each pillar give: a title, two lines on what the theme is really about, the customer belief it is trying to shift, and 2 specific post ideas for platform that would sit under it. Then say which pillar we will be tempted to overuse, and what the feed looks like if we do.
Highlighted words are the blanks you fill in. Leave one empty and Naise uses a sensible default.
Lumira, 3 pillars for Instagram
Three themes with the belief each one exists to shift, plus two post ideas apiece.
Inputs it asks for
your main features
For example: refillable bottles, three steps, under four minutes
platform
For example: Instagram
what the product does
For example: refillable serums and cleansers for a keepable routine
Worth knowing
Pillars govern your content calendar. If you need an umbrella statement and proof points for one campaign, use the messaging house playbook instead.