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Brand
Indiana University

Message maps

A message map is a strategic tool designed to help organizations articulate and convey key messages about their brand clearly and consistently. It’s designed to ensure that all communication is aligned, clear, and effective, regardless of the platform, medium, or writer.

Why use a message map?

Message maps help give your team a clear structure to follow, ensuring all communications align with the core message and strategic goals. Using message maps allows us to save time and improve consistency across web properties, while also making the experience more tailored and engaging for users.

How do I apply a Message Map to content work?

  • Write for the correct audience by understanding who you are talking to and what their pain points are.
  • Project a strong and consistent primary message by understanding what we offer and how it benefits our audiences.
  • Stand out and emphasize strengths by looking at the key 3–4 elements that set us apart from competitors and referencing those in content.
  • Provide proof points to our information-savvy audiences, offering the strongest data and facts that support key differentiators.

Message map by campus