## Message Strategy Outline

### Introduction

#### Summary

What is this project about?

#### Recommendations

What are the high-level recommendations?

### Company

#### Values

What does the company care about?

#### Mission

What does the company want to do?

#### Character

What defines the brand? What traits does it have?

### Narrative

What do we want to say about the product? What is the marketing story?

#### Messages

Why should people care? Content should communicate these ideas without explicitly stating them.

##### Rational Messages

Why does it make sense to use the product or hire the company? Why does this matter?

##### Emotional Messages

How does the product or company improve your life or lift your spirits?

### Style

#### Voice

What does the company sound like? How does its personality come through?

#### Tone

How does the company feel about their audience? What is the mood? Who is speaking to the audience?