The brand messaging platform is the explanation of the brand pillars – the emotional and rational benefits of engaging with your brand. A brand's messaging platform is different from a product messaging platform where the functional benefits of your different products are explained and extolled. The brand messaging platform is the basis for all content creation – what to write in an ad, a news release, a website, in a brochure, etc. The messaging platform is the genesis of any stories that are developed to support and promote brand.