Part II — Messaging Pillars vs Narratives (Strategic Comms)
Part II: From Gardening to Strategy
In strategic communications, I often hear people use messaging pillars and narratives interchangeably — spoken about as if they are the same thing.
They are not.
Confusing them is like confusing roots with fruits. Both are connected, but each plays a very different role in growth.
The Primary Role: Structure vs Meaning
Messaging pillars are the foundations. They are the core themes, value propositions, and non-negotiable truths of a brand, organisation, or initiative.
Messaging pillars answer the rational questions:
- What do we stand for?
- What problems do we solve?
- What proof do we have?
- Why should anyone believe us?
In gardening terms, pillars are the soil composition and seed selection. Get this wrong, and nothing meaningful grows.
Narratives, on the other hand, are the story. They are the overarching & emotional thread that connects all communications to your organisation’s vision, mission, and values.
Pillars give structure. Narratives give meaning.
The Focus: The “What” vs The “Why”
This is where many campaigns collapse.
Messaging Pillars = The “what” Narratives = The “why”
Messaging pillars focus on the “what”
- Benefits
- Capabilities
- Differentiators
- Proof points
- Track record
They provide clarity and logic. They are essential — but they do not inspire on their own.
Narratives focus on the “why”
- Purpose
- Belief
- Journey
- Stakes
- Human impact
Narratives turn information into relevance. They turn facts into feeling. People don’t remember bullet points. They remember stories.
Audience Impact: Trust vs Connection
Messaging pillars give audiences:
- Clarity
- Consistency
- Rational reasons to believe
They are critical in boardrooms, crisis situations, policy documents, and brand frameworks. But narratives do something pillars cannot do alone.
Narratives:
- Create emotional bonds
- Invite participation
- Build engagement
- Increase memorability
- Shape perception over time
This is why brands with strong products still fail — they talk at people, not with them.
The Order Matters (This Is Critical)
Based on my experience across branding, crisis management, marketing, public affairs, and writing, I can say this very clearly:
You cannot build a strong narrative without first defining your messaging pillars.
Trying to do so is like writing a movie without understanding the characters.
For me personally, the process always flows this way:
- Define the messaging pillars first — the non-negotiable truths that do not change with trends or platforms.
- Build the overarching narrative on top of those pillars — this is where emotion, purpose, and direction come in.
- Craft clear, concise key messages from the narrative — what people will actually hear, read, and repeat.
- Use storytelling to embed those messages — stories make messages human, real, and memorable.
- Ensure consistency — every message told within the narrative must reinforce the pillars, not contradict them.
This is how brands stay coherent even when channels, spokespeople, or crises change.
How This Connects Back to the Gardener’s Mindset
If Part I was about gardening, then Part II is about intentional cultivation.
Think of it like this:
- Messaging pillars are the roots
- Narratives are the trunk
- Key messages are the branches
- Stories are the leaves and fruits
Many organisations focus only on the leaves — social posts, slogans, campaigns — and wonder why nothing lasts. You cannot harvest what you never planted properly.
Final Thought
Strategic communications is not about talking more. It is about aligning meaning.
When your pillars are clear, your narrative becomes authentic, your messages become consistent, and your brand becomes resilient.
And when storms come — reputational, operational, or societal — the deeply rooted ones bend, but do not break.
Hope it’s useful 😁
Amarjeet Singh @ AJ
Author • Strategic Communications • Branding & Marketing • Crisis Management
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