Provides brand messaging architecture, value proposition, and brand pillar development frameworks including Peep Laja's Message Layers, Osterwalder's Value Proposition Canvas, Geoffrey Moore positioning template, April Dunford's Five Components, StoryBrand SB7, Andy Raskin's Strategic Narrative, the Messaging House, and MECLABS quality tests. Auto-activates during messaging framework development, value proposition creation, and brand pillar definition. Use when discussing messaging architecture, value proposition, brand pillars, message layers, messaging house, messaging hierarchy, elevator pitch, Peep Laja, Geoffrey Moore, April Dunford, StoryBrand, Andy Raskin, or MECLABS.
View on GitHubmike-coulbourn/claude-vibes
claude-vibes
January 21, 2026
Select agents to install to:
npx add-skill https://github.com/mike-coulbourn/claude-vibes/blob/main/plugins/vibes/skills/brand-messaging-architecture/SKILL.md -a claude-code --skill brand-messaging-architectureInstallation paths:
.claude/skills/brand-messaging-architecture/# Brand Messaging Architecture Framework
Quick reference for developing brand messaging, value propositions, and brand pillars using established methodologies from leading strategists.
> "A brand is not what you say it is. It's what THEY say it is." — Marty Neumeier
---
## Key Distinction: Positioning vs. Messaging vs. Value Proposition
| Element | Definition | Answers | Audience |
|---------|------------|---------|----------|
| **Positioning** | Strategic foundation for perception | "Why choose us?" | Internal |
| **Messaging** | Content and narratives communicating positioning | "What do we say?" | External |
| **Value Proposition** | Promise of value delivered to customers | "What do I get?" | External |
**How They Work Together**:
- Positioning determines WHAT makes you different
- Messaging translates that into WHAT you say
- Value Proposition explains WHAT customers gain
---
## The Messaging House Framework
The most popular visual framework for organizing messages hierarchically:
```
┌─────────────────────────────────────────┐
│ THE ROOF │
│ [Core Message / Value Proposition] │
│ The single most important thing you │
│ want audiences to remember │
└─────────────────────────────────────────┘
│
┌────────────────────┼────────────────────┐
│ │ │
▼ ▼ ▼
┌─────────┐ ┌─────────┐ ┌─────────┐
│ PILLAR 1│ │ PILLAR 2│ │ PILLAR 3│
│ [Theme] │ │ [Theme] │ │ [Theme] │
│ WHY to │ │ WHY to │ │ WHY to │
│ believe │ │ believe │ │ believe │
└────┬────┘ └────┬────┘ └────┬────┘
│ │ │
▼ ▼ ▼
[Proof Points] [Proof Points] [Proof Points]
Evidence Evidence Evidence