Gartner Research

Building a Relevant but Consistent Brand-Messaging Architecture

Published: 04 April 2019

ID: G00703724

Analyst(s): Marketing Research Team


Marketing leaders struggle to balance tailoring their brand value proposition to appeal to key target audiences with maintaining a cohesive brand identity. Review our guidance on how to effectively contextualize your brand for diverse audience segments without losing the brand essence.

Table Of Contents


Develop a Compelling, Overarching and Scalable Brand Story

Combine Key Consumer Truths With Your Brand Truth to Generate Brand Story Ideas

Table 1: Sourcing Questionnaire

Assess Scalability Across Key Audience Groups to Select an Overarching Brand Story

Develop Effective Customer Stories for Key Audience Personas

Identify a Limited Number of Personas for Story Development

T. Rowe Price’s Brand Story Consolidation Strategy

ESPN’s New Brand Platform

Contextualize the Brand Story for Emotional Resonance With Key Audience Personas

Building Effective Customer Stories at HP Inc.


Recommended by the Authors

About This Research


©2022 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.