This is a framework for systematically structuring brand messages and delivering them consistently.
Message Hierarchy
Level 1: Brand Essence (브랜드 에센스)
│ 한 단어 또는 한 문장의 브랜드 핵심
│
Level 2: Brand Promise (브랜드 약속)
│ 고객에게 하는 핵심 약속
│
Level 3: Key Messages (핵심 메시지)
│ 3-5개의 주요 메시지 필러
│
Level 4: Supporting Points (지원 포인트)
│ 각 핵심 메시지를 뒷받침하는 근거
│
Level 5: Proof Points (증거 포인트)
구체적 사실, 데이터, 사례
Message Framework Template
## Brand Essence
> [한 단어/문장]
## Brand Promise
> [고객에게 하는 약속]
## Key Messages
### 1. [핵심 메시지 1]
- Supporting Point: [지원 포인트]
- Proof Point: [증거]
### 2. [핵심 메시지 2]
- Supporting Point: [지원 포인트]
- Proof Point: [증거]
### 3. [핵심 메시지 3]
- Supporting Point: [지원 포인트]
- Proof Point: [증거]
Dante Coffee Example
## Brand Essence
> 한 잔의 여유
## Brand Promise
> 바쁜 일상 속에서도 간편하게 즐기는 프리미엄 커피 경험
## Key Messages
### 1. "간편함" - 3분이면 충분합니다
- Supporting: 드립백으로 복잡한 도구 없이
- Proof: 1.5분 추출, 세척 필요 없음
### 2. "프리미엄" - 카페 품질, 집에서
- Supporting: 싱글오리진 스페셜티 원두
- Proof: SCA 82점 이상 원두만 사용
### 3. "진정성" - 커피를 사랑하는 사람들이 만듭니다
- Supporting: 전문 로스터의 소량 로스팅
- Proof: 로스팅 후 7일 이내 배송
Channel Message Adaptation
Channel-Specific Tone Adjustment
| Channel | 톤 | Length | Style |
|---|---|---|---|
| Friendly, emotional | Short | Use of emojis | |
| YouTube | Professional, educational | Medium | Detailed explanation |
| Naver Blog | Informative, trustworthy | 김 | Detailed review |
| KakaoTalk | Intimate, direct | Very short | Benefit-focused |
Message Variation Examples
Core Message: "3 minutes is enough"
| Channel | Variation |
|---|---|
| "Busy morning, just invest 3 minutes ☕" | |
| YouTube | "Today we introduce home cafe coffee completed in just 3 minutes" |
| Naver | "Enjoy coffee that rivals a cafe with a 3-minute routine before work" |
| KakaoTalk | "3-minute coffee, 15% off your first order today!" |
Message by Funnel Stage
Awareness
- Purpose: Build brand awareness
- Message tone: Spark curiosity, brand story
- Example: "A story in a cup of coffee"
Consideration
- Purpose: Product understanding and comparison
- Message tone: Provide information, differentiation
- Example: "Why specialty coffee?"
Decision
- Purpose: Drive purchase decision
- Message tone: Trust, emphasize benefits
- Example: "10% off first purchase, free shipping"
Retention
- Purpose: Repurchase and loyalty
- Message tone: Gratitude, community
- Example: "Thank you for being with us"
Voice & Tone Guidelines
Brand Voice Attributes
| Attribute | Description | Do | Don't |
|---|---|---|---|
| Warmth | Friendly and welcoming | "Let's enjoy together" | "Buy it" |
| Expertise | Deep knowledge of coffee | "SCA 82 points or higher" | "It's delicious" |
| Authenticity | Honest and transparent | "Small-batch roasting" | "The best coffee" |
| Comfort | Casual and relaxed | "Savor it slowly" | "Right now!" |
Emoji Guide
Recommended Use
- ☕ Coffee
- ✨ Specialness
- 🌿 Nature/Beans
- 💝 Gratitude/Gift
- 👉 CTA
Use with Caution
- Listing excessive emojis
- Emojis that do not match the brand image
File Storage
Message and copy documents are saved in the project's standard directory structure.
{project}/
├── reports/
│ └── content/ # 콘텐츠 문서 저장 위치
│ ├── message-framework.md
│ ├── copy-variations/
│ │ ├── instagram-feed.md
│ │ ├── youtube-description.md
│ │ └── blog-posts.md
│ └── scripts/
│ ├── youtube-script-ep01.md
│ └── shorts-script-01.md
└── tmp/ # 초안 및 임시 파일
File Naming Convention
{project}/reports/content/{type}/{channel}-{name}-{date}.md
예시:
reports/content/copy-variations/instagram-feed-launch-20240115.md
reports/content/scripts/youtube-brewing-tutorial-20240115.md
Usage
This skill is referenced by copy-strategist 및 conversion-copywriter agents when establishing message strategy.