B2B BRAND MESSAGING FRAMEWORK
Carbon | explorecarbon.com

Primary audience:
Buying situation / trigger:
Problem in the buyer’s words:
Alternatives, including doing nothing:
Positioning: For [audience] dealing with [problem], [brand] is [category] that [promise], supported by [proof].

Core promise:
Pillar 1 | What it means | Evidence | Reviewer:
Pillar 2 | What it means | Evidence | Reviewer:
Pillar 3 | What it means | Evidence | Reviewer:

Technical buyer: question / message / proof:
Business buyer: question / message / proof:
User: question / message / proof:

Homepage headline:
Plain-language explanation:
Sales opening:
Campaign message:
Next action:
Claims we cannot yet support:
Words to use / avoid:
Validation questions:
Owner / version / review date: