{"id":323437,"date":"2025-11-26T15:47:23","date_gmt":"2025-11-26T15:47:23","guid":{"rendered":"https:\/\/inkbotdesign.com\/?p=323437"},"modified":"2025-11-26T15:51:48","modified_gmt":"2025-11-26T15:51:48","slug":"brand-messaging-hierarchy","status":"publish","type":"post","link":"https:\/\/inkbotdesign.com\/brand-messaging-hierarchy\/","title":{"rendered":"Brand Messaging Hierarchy: From Pillars to Promises"},"content":{"rendered":"\n<p><strong>Brand Messaging Hierarchy: From Pillars to Promises<\/strong><\/p>\n\n\n\n<p>You have a great product. You have a shiny logo. You have a <a href=\"https:\/\/inkbotdesign.com\/marketing-budget\/\" title=\"How to Manage a Marketing Budget\"  data-wpil-monitor-id=\"15478\">marketing budget<\/a> that makes your accountant wince. Yet, when a prospect lands on your homepage or speaks to your sales team, they glaze over.<\/p>\n\n\n\n<p>Why? Because you are throwing the kitchen sink at them.<\/p>\n\n\n\n<p>I see this constantly at Inkbot Design. A client walks in and says, &#8220;We want to tell people that we are innovative, customer-centric, eco-friendly, affordable, and the market leaders in bespoke widget fabrication.&#8221;<\/p>\n\n\n\n<p>That is not a message. That is a laundry list. And nobody reads laundry lists.<\/p>\n\n\n\n<p>The human brain is a cognitive miser. It ignores complexity to save energy. If you try to say five things at once, you say nothing. The cost of this confusion isn't just &#8220;bad branding&#8221;\u2014it is quantifiable revenue loss. <strong>Confusion kills conversion.<\/strong><\/p>\n\n\n\n<p>You do not need more creative copywriting. You need architectural discipline. You need a <strong>brand messaging hierarchy<\/strong>.<\/p>\n\n\n\n<p>This isn't about &#8220;finding your voice&#8221; or other fluffy platitudes. This is about engineering a communication structure that delivers the right information, at the right depth, at the right time.<\/p>\n\n\n\n<p>Let\u2019s dismantle the noise and build something that actually works.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is a Brand Messaging Hierarchy?<\/h2>\n\n\n\n<p>At its core, a <strong>brand messaging hierarchy<\/strong> is a structured framework that organises your company\u2019s communication points from the most abstract and emotional (the &#8220;Why&#8221;) to the most concrete and functional (the &#8220;What&#8221; and &#8220;How&#8221;).<\/p>\n\n\n\n<p>It functions as a decision-making filter for your marketing team. It dictates what goes in the H1 headline, what goes in the sub-header, and what gets relegated to the FAQ section.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"559\" src=\"https:\/\/inkbotdesign.com\/wp-content\/uploads\/2025\/11\/What-is-a-Brand-Messaging-Hierarchy-1024x559.webp\" alt=\"Brand Messaging Hierarchy What Is A Brand Messaging Hierarchy\" class=\"wp-image-323440\" srcset=\"https:\/\/inkbotdesign.com\/wp-content\/uploads\/2025\/11\/What-is-a-Brand-Messaging-Hierarchy-1024x559.webp 1024w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2025\/11\/What-is-a-Brand-Messaging-Hierarchy-300x164.webp 300w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2025\/11\/What-is-a-Brand-Messaging-Hierarchy.webp 1408w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><strong>The Three Core Components:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The Brand Promise (Tier 1):<\/strong> The overarching emotional hook or &#8220;Big Idea.&#8221; (e.g., <a href=\"https:\/\/inkbotdesign.com\/famous-slogans\/\" title=\"42 Famous Slogans: The Power of Memorable Taglines\"  data-wpil-monitor-id=\"15473\">Nike\u2019s &#8220;Just Do It&#8221;<\/a> \/ Inspiration).<\/li>\n\n\n\n<li><strong>The Value Proposition (Tier 2):<\/strong> The primary logical reason to buy. (e.g., &#8220;High-performance athletic gear for serious training&#8221;).<\/li>\n\n\n\n<li><strong>The Brand Pillars (Tier 3):<\/strong> The supporting evidence and specific benefits. (e.g., Material innovation, athlete endorsements, sustainable sourcing).<\/li>\n<\/ul>\n\n\n\n<p>If your<a href=\"https:\/\/inkbotdesign.com\/brand-message\/\"> brand message<\/a> is a house, the hierarchy is the blueprint. Without it, you are just piling bricks in a field and hoping it looks like a mansion.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Level 1: The Core Value Proposition (The Anchor)<\/h2>\n\n\n\n<p>Most people start with a tagline. That is a mistake. A tagline is the creative expression of a strategy; it is not the strategy itself. You must start with the <strong>Value Proposition<\/strong>.<\/p>\n\n\n\n<p>This is the hardest part of the hierarchy because it requires sacrifice. You have to choose what you <em>are not<\/em>.<\/p>\n\n\n\n<p>Your Value Proposition answers the only question the customer cares about: <strong>&#8220;Why should I buy from you instead of the competition?&#8221;<\/strong><\/p>\n\n\n\n<p>It is not a <a href=\"https:\/\/inkbotdesign.com\/company-mission\/\" title=\"How to Craft a Compelling Company Mission\"  data-wpil-monitor-id=\"15482\">mission statement<\/a> (&#8220;We want to make the world better&#8221;). It is a concrete statement of value.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The &#8220;Onliness&#8221; Test<\/h3>\n\n\n\n<p>Marty Neumeier, a voice of sanity in the design world, proposes the &#8220;Onliness&#8221; test. If you can\u2019t fill in these blanks, your hierarchy has no foundation:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>&#8220;Our brand is the <strong>only<\/strong> [Category] that [Key Benefit] for [Customer].&#8221;<\/p>\n<\/blockquote>\n\n\n\n<p>If your answer includes the words &#8220;quality,&#8221; &#8220;service,&#8221; or &#8220;solutions,&#8221; start again. Those are table stakes, not differentiators.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"536\" src=\"https:\/\/inkbotdesign.com\/wp-content\/uploads\/2022\/04\/Unique-Value-Proposition-slack-example-1024x536.webp\" alt=\"Unique Value Proposition Slack Example\" class=\"wp-image-295002\" srcset=\"https:\/\/inkbotdesign.com\/wp-content\/uploads\/2022\/04\/Unique-Value-Proposition-slack-example-1024x536.webp 1024w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2022\/04\/Unique-Value-Proposition-slack-example-300x157.webp 300w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2022\/04\/Unique-Value-Proposition-slack-example-60x31.webp 60w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2022\/04\/Unique-Value-Proposition-slack-example.webp 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><strong>Real-World Example: Slack<\/strong><\/p>\n\n\n\n<p>When Slack launched, they didn't sell &#8220;group chat software.&#8221; HipChat already did that.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The Bad Version:<\/strong> &#8220;We offer real-time messaging for business teams with file sharing.&#8221;<\/li>\n\n\n\n<li><strong>The Slack Version:<\/strong> &#8220;Be Less Busy.&#8221; (Later evolving to &#8220;Where Work Happens&#8221;).<\/li>\n<\/ul>\n\n\n\n<p>Their hierarchy was built on the benefit of <em>organisation<\/em>, not the feature of <em>communication<\/em>. The &#8220;What&#8221; (chat) was subservient to the &#8220;Why&#8221; (efficiency).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The SEO Reality Check<\/h3>\n\n\n\n<p>While we want to be clever, we also need to be found. A good hierarchy strikes a balance between creative flair and semantic clarity. If your value prop is too abstract, Google won\u2019t know where to rank you.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Too Abstract:<\/strong> &#8220;Unleashing Potential.&#8221; (Meaningless).<\/li>\n\n\n\n<li><strong>Too Dry:<\/strong> &#8220;SEO Agency in London.&#8221; (Generic).<\/li>\n\n\n\n<li><strong>The Sweet Spot:<\/strong> &#8220;Data-Driven SEO Strategies for Fintech Scale-ups.&#8221; (Specific, targeted, clear).<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">The Power of Negative Definition<\/h3>\n\n\n\n<p>Sometimes, the fastest way to define your hierarchy is to define what you are <em>not<\/em>. This is called &#8220;Negative Positioning.&#8221;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Basecamp:<\/strong> &#8220;Project management without the charts and stress.&#8221; (Anti-Jira).<\/li>\n\n\n\n<li><strong><a href=\"https:\/\/inkbotdesign.com\/go\/kit\" title=\"Kit\" class=\"pretty-link-keyword\"rel=\"nofollow sponsored \" target=\"_blank\">ConvertKit<\/a>:<\/strong> &#8220;Email marketing for creators, not retailers.&#8221; (Anti-Mailchimp).<\/li>\n\n\n\n<li><strong>Action:<\/strong> Add a line to your hierarchy called &#8220;The Anti-Pillar.&#8221; What is the one industry trend you refuse to follow?<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Level 2: Brand Pillars (The Supporting Walls)<\/h2>\n\n\n\n<p>Once you have your anchor, you need pillars to support it. <a href=\"https:\/\/inkbotdesign.com\/pillars-of-branding\/\" title=\"The 9 Pillars of Branding: A Comprehensive Guide\"  data-wpil-monitor-id=\"15483\">Brand Pillars<\/a> are the 3-4 distinct themes that support your value proposition.<\/p>\n\n\n\n<p>These are critical because they stop your marketing from becoming repetitive. If you only shout your value prop all day, you sound like a broken record. Pillars provide content variety without compromising <strong>strategic focus<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"559\" src=\"https:\/\/inkbotdesign.com\/wp-content\/uploads\/2025\/11\/brand-pillars-diagram-1024x559.webp\" alt=\"Brand Messaging Hierarchy Brand Pillars Diagram\" class=\"wp-image-323441\" srcset=\"https:\/\/inkbotdesign.com\/wp-content\/uploads\/2025\/11\/brand-pillars-diagram-1024x559.webp 1024w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2025\/11\/brand-pillars-diagram-300x164.webp 300w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2025\/11\/brand-pillars-diagram.webp 1408w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Structuring Your Pillars<\/h3>\n\n\n\n<p>Each pillar should address a specific objection or desire of your target audience.<\/p>\n\n\n\n<p><strong>Example: A Premium Coffee Subscription Brand<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Value Prop:<\/strong> Barista-quality coffee delivered within 48 hours of roasting.<\/li>\n\n\n\n<li><strong>Pillar 1 (Quality):<\/strong> &#8220;Sourced from the top 1% of micro-lots.&#8221; (Addresses taste).<\/li>\n\n\n\n<li><strong>Pillar 2 (Convenience):<\/strong> &#8220;Flexible delivery schedules that fit your morning routine.&#8221; (Addresses usability).<\/li>\n\n\n\n<li><strong>Pillar 3 (Ethics):<\/strong> &#8220;Direct trade partnerships that pay farmers double market rates.&#8221; (Addresses guilt\/ethics).<\/li>\n<\/ul>\n\n\n\n<p>Every piece of content you produce\u2014blog posts, tweets, email newsletters\u2014should tag back to one of these three pillars. If it doesn't fit a pillar, cut it. It is off-brand.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The Consultant\u2019s Observation<\/h3>\n\n\n\n<p>I often see brands with 10 or 12 pillars. That is not a hierarchy; that is a catalogue. You cannot stand 12 things. The human memory is limited. Stick to three, maybe four. If everything is a priority, nothing is.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Level 3: Proof Points (The Foundation)<\/h2>\n\n\n\n<p>This is where the rubber meets the road. In the era of &#8220;fake news&#8221; and AI-generated spam, trust is at an all-time low.<a href=\"https:\/\/www.edelman.com\/trust\/trust-barometer\" target=\"_blank\" rel=\"noopener\"> Edelman\u2019s Trust Barometer<\/a> consistently shows that consumers are sceptical of advertising claims.<\/p>\n\n\n\n<p>Your hierarchy must include a layer of <strong>Reason to Believe (RTB)<\/strong>. These are the hard facts that prove your pillars are not just marketing fluff.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Types of Proof Points:<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Quantitative Data:<\/strong> &#8220;40% faster than the competitor.&#8221;<\/li>\n\n\n\n<li><strong>Social Proof:<\/strong> &#8220;Trusted by 500+ SaaS companies.&#8221;<\/li>\n\n\n\n<li><strong>Technical Specs:<\/strong> &#8220;Encrypted with AES-256 bit security.&#8221;<\/li>\n\n\n\n<li><strong>Certifications:<\/strong> &#8220;B-Corp Certified.&#8221;<\/li>\n<\/ol>\n\n\n\n<p><strong>The Hierarchy in Action:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Claim (Pillar):<\/strong> We are the most secure CRM on the market.<\/li>\n\n\n\n<li><strong>Proof Point:<\/strong> We are ISO 27001 certified and GDPR compliant.<\/li>\n<\/ul>\n\n\n\n<p>Without the proof point, the claim is just noise.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The 1-Page Messaging Framework (Template)<\/h3>\n\n\n\n<p>Don't start from scratch. Copy this structure into a <a href=\"https:\/\/inkbotdesign.com\/collaboration-software\/\" title=\"The Best Online Collaboration Software & Tools for Teams\" data-wpil-monitor-id=\"15484\">Google Doc<\/a> and fill in the blanks. This is the exact skeleton we use for clients.<\/p>\n\n\n\n<p><strong>1. The Brand Promise (The Navigator)<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>One sentence that combines emotion and purpose.<\/em><\/li>\n\n\n\n<li><strong>Draft:<\/strong> We promise to [Action] so that [Customer] can feel [Emotion].<\/li>\n<\/ul>\n\n\n\n<p><strong>2. The Value Proposition (The Anchor)<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>The logical argument for buying.<\/em><\/li>\n\n\n\n<li><strong>Draft:<\/strong> We are the only [Category] that helps [Audience] achieve [Outcome] by [Unique Mechanism].<\/li>\n<\/ul>\n\n\n\n<p><strong>3. Brand Pillars (The Supports)<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Pillar A (Functional):<\/strong> [Name] -&gt; <em>Solves: Speed\/Efficiency<\/em><\/li>\n\n\n\n<li><strong>Pillar B (Emotional):<\/strong> [Name] -&gt; <em>Solves: Trust\/Status<\/em><\/li>\n\n\n\n<li><strong>Pillar C (Differentiator):<\/strong> [Name] -&gt; <em>Solves: Unique Feature<\/em><\/li>\n<\/ul>\n\n\n\n<p><strong>4. The Elevator Pitch (The Output)<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>Combine the above into 30 seconds.<\/em><\/li>\n\n\n\n<li><strong>Draft:<\/strong> &#8220;[Company] helps [Audience] [Value Prop]. Unlike [Competitor], we focus on [Pillar C], which means you get [Result].&#8221;<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">The Myth of &#8220;Always Start with Why&#8221;<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"690\" src=\"https:\/\/inkbotdesign.com\/wp-content\/uploads\/2022\/02\/find-your-why-when-building-your-brand-1024x690.webp\" alt=\"Find Your Why When Building Your Brand\" class=\"wp-image-289664\" srcset=\"https:\/\/inkbotdesign.com\/wp-content\/uploads\/2022\/02\/find-your-why-when-building-your-brand-1024x690.webp 1024w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2022\/02\/find-your-why-when-building-your-brand-300x202.webp 300w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2022\/02\/find-your-why-when-building-your-brand-60x40.webp 60w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2022\/02\/find-your-why-when-building-your-brand.webp 1080w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Simon Sinek is a brilliant speaker, but his <a href=\"https:\/\/inkbotdesign.com\/best-branding-books\/\" title=\"The 15 Best Branding Books for Building a Brand\" data-wpil-monitor-id=\"15474\">&#8220;Start With Why&#8221;<\/a> circle has done some damage to practical marketing.<\/p>\n\n\n\n<p>The theory goes: <em>People don't buy what you do; they buy why you do it.<\/em><\/p>\n\n\n\n<p><strong>The Counter-Argument:<\/strong><\/p>\n\n\n\n<p>Sometimes, people just want to buy what you do.<\/p>\n\n\n\n<p>If I have a burst pipe in my kitchen, I do not care about the plumber's &#8220;Why.&#8221; I do not care about his vision for a moisture-free future. I care about the &#8220;What&#8221; (Can you fix it?) and the &#8220;How&#8221; (How fast can you get here?).<\/p>\n\n\n\n<p><strong>Context Matters:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><a href=\"https:\/\/inkbotdesign.com\/content-funnels\/\" title=\"Why Content Funnels Beat Cold Calling Every Time\" data-wpil-monitor-id=\"15476\">Top of Funnel<\/a> (Brand Awareness):<\/strong> Lead with the <strong>Why<\/strong>. Capture their heart.<\/li>\n\n\n\n<li><strong>Bottom of Funnel (Conversion):<\/strong> Lead with the <strong>What<\/strong>. Solve their problem.<\/li>\n<\/ul>\n\n\n\n<p>A rigid messaging hierarchy that forces you to preach your philosophy to a prospect who is ready to buy is a hierarchy that loses money. Your structure must be flexible enough to adapt to the user's intent.<\/p>\n\n\n\n<p>Look at Apple.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Brand Level:<\/strong> &#8220;Think Different&#8221; (Pure Why).<\/li>\n\n\n\n<li><strong>Product Level:<\/strong> &#8220;1,000 songs in your pocket&#8221; (Pure What\/Benefit).<\/li>\n<\/ul>\n\n\n\n<p>They didn't sell the iPod by saying, &#8220;We believe in musical liberation.&#8221; They sold it with a concrete, tangible benefit.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Operationalising the Hierarchy: From PDF to Production<\/h2>\n\n\n\n<p>A brand messaging hierarchy often dies a lonely death in a PDF on the CMO\u2019s desktop. To see ROI, you must deploy it. Here is how we apply this for clients at <a href=\"https:\/\/inkbotdesign.com\/services\/brand-identity\/\">Inkbot Design Services<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. The Website Homepage<\/h3>\n\n\n\n<p>Your homepage is the ultimate test of your hierarchy.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Hero Section:<\/strong> Value Proposition + Primary CTA.<\/li>\n\n\n\n<li><strong>Sub-Hero:<\/strong> The 3 Brand Pillars (represented by icons\/short text).<\/li>\n\n\n\n<li><strong>Body Content:<\/strong> Proof Points (Testimonials, Case Studies, Data).<\/li>\n<\/ul>\n\n\n\n<p>If your hero section discusses your company's history (a Proof Point) instead of the customer benefit (Value Prop), your hierarchy is inverted. Flip it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. The Sales Deck<\/h3>\n\n\n\n<p>I once audited a B2B tech client who spent the first 15 minutes of their sales pitch discussing their headquarters and founder. By slide 10, the prospect was asleep.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Slide 1-3:<\/strong> The Problem (The Context).<\/li>\n\n\n\n<li><strong>Slide 4:<\/strong> The Value Prop ( The Solution).<\/li>\n\n\n\n<li><strong>Slide 5-8:<\/strong> The Pillars (How it works).<\/li>\n\n\n\n<li><strong>Slide 9:<\/strong> The Proof (Why trust us).<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">3. Content Marketing<\/h3>\n\n\n\n<p>When you are staring at a blank calendar, your pillars are your saviour.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Month 1:<\/strong> Focus on Pillar A (e.g., Innovation). Write 4 articles about your tech.<\/li>\n\n\n\n<li><strong>Month 2:<\/strong> Focus on Pillar B (e.g., Service). Share case studies and user guides.<\/li>\n<\/ul>\n\n\n\n<p>This ensures that your content footprint encompasses the full breadth of your brand's argument over time.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">B2B vs. B2C Hierarchies<\/h3>\n\n\n\n<p>While the structure remains the same, the <em>weight<\/em> of the hierarchy shifts depending on your <a href=\"https:\/\/inkbotdesign.com\/online-business-ideas\/\" title=\"20 Online Business Ideas You Can Start Today\" data-wpil-monitor-id=\"15485\">business model<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Feature<\/strong><\/td><td><strong>B2B (Business to Business)<\/strong><\/td><td><strong>B2C (Business to Consumer)<\/strong><\/td><\/tr><tr><td><strong>Primary Driver<\/strong><\/td><td><strong>Risk Mitigation.<\/strong> The buyer doesn't want to get fired.<\/td><td><strong>Identity & Desire.<\/strong> The buyer wants to feel something.<\/td><\/tr><tr><td><strong>Leading Tier<\/strong><\/td><td><strong>Value Proposition & Proof.<\/strong> Lead with the logic and certifications.<\/td><td><strong>Brand Promise.<\/strong> Lead with the &#8220;Vibe&#8221; and emotion.<\/td><\/tr><tr><td><strong>Pillar Focus<\/strong><\/td><td>Efficiency, ROI, Security, Integration.<\/td><td>Taste, Status, Belonging, Comfort.<\/td><\/tr><tr><td><strong>Tone<\/strong><\/td><td>Expert, Reassuring, Clear.<\/td><td>Aspirational, Relatable, Witty.<\/td><\/tr><tr><td><strong>Decision Speed<\/strong><\/td><td>Slow (Months). Requires deep &#8220;Proof&#8221; content.<\/td><td>Fast (Seconds\/Minutes). Requires punchy &#8220;Promise&#8221; content.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">The State of Brand Messaging in 2026: The &#8220;Anti-AI&#8221; Shift<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"559\" src=\"https:\/\/inkbotdesign.com\/wp-content\/uploads\/2023\/01\/b2b-sales-connect-with-a-human-1024x559.webp\" alt=\"B2b Sales B2b Sales Connect With A Human\" class=\"wp-image-316434\" srcset=\"https:\/\/inkbotdesign.com\/wp-content\/uploads\/2023\/01\/b2b-sales-connect-with-a-human-1024x559.webp 1024w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2023\/01\/b2b-sales-connect-with-a-human-300x164.webp 300w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2023\/01\/b2b-sales-connect-with-a-human.webp 1408w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>We are seeing a massive shift in how messaging resonates. With the explosion of <a href=\"https:\/\/inkbotdesign.com\/future-of-graphic-design\/\" title=\"The Future of Graphic Design: Trends and Predictions\" data-wpil-monitor-id=\"15481\">Generative AI<\/a>, the internet is flooded with perfectly polished, mediocre, &#8220;corporate-speak&#8221; copy.<\/p>\n\n\n\n<p>The standard hierarchy used to prize Polish.<\/p>\n\n\n\n<p>The new hierarchy prizes Humanity.<\/p>\n\n\n\n<p>In 2026, &#8220;Unique Attributes&#8221; are more valuable than generic benefits.<\/p>\n\n\n\n<p><strong>The Shift:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Old Way:<\/strong> &#8220;We provide industry-leading solutions for seamless integration.&#8221; (Sounds like ChatGPT).<\/li>\n\n\n\n<li><strong>New Way:<\/strong> &#8220;We fixed the API integration bug that keeps your CTO awake at night.&#8221; (Sounds like a human expert).<\/li>\n<\/ul>\n\n\n\n<p>Your hierarchy needs to make space for &#8220;Voice.&#8221; It is no longer enough to be clear; you must be distinct. If your messaging hierarchy produces text that could have been written by a machine, you are invisible.<\/p>\n\n\n\n<p><strong>Consultant's Note:<\/strong> I recently advised a fintech startup to actually <em>de-optimise<\/em> their copy. We removed words like &#8220;seamless&#8221; and &#8220;robust&#8221; and replaced them with punchier, slightly riskier language. Their <a href=\"https:\/\/inkbotdesign.com\/improve-bounce-rate\/\" title=\"How to Improve Bounce Rate: Ace Your Website's Stickiness Factor\" data-wpil-monitor-id=\"15479\">bounce rate<\/a> dropped by 15%. Why? Because they sounded real.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to Audit Your Own Hierarchy (A 30-Minute Exercise)<\/h2>\n\n\n\n<p>You don't need a McKinsey consultant to do a basic health check. You can do this right now.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>The &#8220;5-Second Test&#8221;:<\/strong> Open your website. Can a stranger understand <em>exactly<\/em> what you do and <em>why it matters<\/em> in 5 seconds? If they have to scroll to find out what you sell, you have failed.<\/li>\n\n\n\n<li><strong>The &#8220;So What?&#8221; Test:<\/strong> Take your current Value Proposition. Ask &#8220;So What?&#8221; three times.\n<ul class=\"wp-block-list\">\n<li><em>Claim:<\/em> &#8220;We use AI technology.&#8221;<\/li>\n\n\n\n<li><em>So What?<\/em> &#8220;It processes data faster.&#8221;<\/li>\n\n\n\n<li><em>So What?<\/em> &#8220;You save 10 hours a week on manual entry.&#8221;<\/li>\n\n\n\n<li><em>So What?<\/em> &#8220;You can focus on strategy instead of admin.&#8221; -&gt; <strong>There is your real message.<\/strong><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>The Consistency Check:<\/strong> Review your latest Instagram post and sales brochure. Do they sound like they came from the same company? If the tone skews &#8220;meme-lord&#8221; on social and &#8220;corporate lawyer&#8221; in sales, your hierarchy is broken.<\/li>\n<\/ol>\n\n\n\n<p>If you find yourself struggling with these tests, it may be time to seek help. We handle this type of forensic brand auditing regularly at Inkbot Design. If you'd like a straightforward review of your setup, you can<a href=\"https:\/\/inkbotdesign.com\/contact\/request-a-quote\/\"> request a quote here<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The &#8220;Broken Telephone&#8221; Effect in Scaling Organisations<\/h2>\n\n\n\n<p>One of the unique attributes of messaging hierarchy that rarely gets discussed is its role in internal alignment.<\/p>\n\n\n\n<p>In a startup of five people, everyone knows the message because they all sit in the same room. In a company of 50 or 500, entropy sets in.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The CEO says, &#8220;We are the premium choice.&#8221;<\/li>\n\n\n\n<li>Marketing hears: &#8220;We are expensive.&#8221;<\/li>\n\n\n\n<li>Sales hears: &#8220;We need to discount to close.&#8221;<\/li>\n\n\n\n<li><a href=\"https:\/\/inkbotdesign.com\/customer-support\/\" title=\"Customer Support: The Fastest Way to Win (or Lose) Repeat Business\" data-wpil-monitor-id=\"15480\">Customer Support<\/a> hears: &#8220;We serve difficult rich people.<\/li>\n<\/ul>\n\n\n\n<p>A documented messaging hierarchy is your defence against this degradation. It is the <a href=\"https:\/\/inkbotdesign.com\/brand-voice-chart\/\" title=\"Brand Voice Chart: The 4 Dimensions of Tone\" data-wpil-monitor-id=\"15475\">&#8220;Source of Truth.&#8221;<\/a><\/p>\n\n\n\n<p>The Internal-Facing Hierarchy:<\/p>\n\n\n\n<p>Your external hierarchy targets customers. Your internal hierarchy targets employees. It should include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The Enemy:<\/strong> Who or what are we fighting against? (e.g., Complexity, Boredom, The Old Way).<\/li>\n\n\n\n<li><strong>The Tone Guardrails:<\/strong> &#8220;We sound like X, we never sound like Y.&#8221;<\/li>\n<\/ul>\n\n\n\n<p>When your sales team understands the <em>pillars<\/em>, they stop inventing features on the spur of the moment. When support understands the <em>brand promise<\/em>, they treat tickets differently.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Comparison: The Amateur vs. The Pro<\/h2>\n\n\n\n<p>To make this concrete, let\u2019s examine how an amateur structures their messaging compared to a professional <a href=\"https:\/\/inkbotdesign.com\/brand-strategist\/\" title=\"Brand Strategist: Unlock Your Company's Potential\" data-wpil-monitor-id=\"15477\">brand strategist<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Feature<\/strong><\/td><td><strong>The Amateur Approach<\/strong><\/td><td><strong>The Pro Approach<\/strong><\/td><\/tr><tr><td><strong>Starting Point<\/strong><\/td><td>Starts with the tagline or logo.<\/td><td>Starts with the Value Proposition and Audience.<\/td><\/tr><tr><td><strong>Focus<\/strong><\/td><td>Focuses on features (&#8220;We have 500GB storage&#8221;).<\/td><td>Focuses on outcomes (&#8220;Never run out of space&#8221;).<\/td><\/tr><tr><td><strong>Quantity<\/strong><\/td><td>List 10+ benefits to appeal to everyone.<\/td><td>Selects 3 core pillars to dominate a niche.<\/td><\/tr><tr><td><strong>Tone<\/strong><\/td><td>Inconsistent; changes based on the writer's mood.<\/td><td>codified; consistent across all channels.<\/td><\/tr><tr><td><strong>Adaptability<\/strong><\/td><td>Rigid; uses the same blurb for every channel.<\/td><td>Flexible; shifts between &#8220;Why&#8221; and &#8220;What&#8221; based on intent.<\/td><\/tr><tr><td><strong>Proof<\/strong><\/td><td>Vague claims (&#8220;Best in class&#8221;).<\/td><td>Specific data (&#8220;Rated 4.9\/5 by 2000 users&#8221;).<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">The Verdict<\/h2>\n\n\n\n<p>Brand messaging hierarchy is not an academic exercise. It is the skeleton of your revenue engine.<\/p>\n\n\n\n<p>If your skeleton is broken, your body cannot function properly. You can paint it, dress it up in expensive ads, and hire the best salespeople, but if the <a href=\"https:\/\/inkbotdesign.com\/marketing-message\/\" title=\"How to Identify Your Core Marketing Message\" data-wpil-monitor-id=\"15486\">core message<\/a> is confused, you will limp along while your competitors sprint.<\/p>\n\n\n\n<p>Stop trying to be everything to everyone.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Define your Value Proposition (The Anchor).<\/li>\n\n\n\n<li>Build your Pillars (The Support).<\/li>\n\n\n\n<li>Prove it with Data (The Foundation).<\/li>\n<\/ol>\n\n\n\n<p>Get this right, and everything else in marketing becomes easier. Your ads become cheaper because they generate more clicks. Your sales cycles become shorter because the prospect immediately understands the value.<\/p>\n\n\n\n<p>Do not settle for the kitchen sink. Build a skyscraper.<\/p>\n\n\n\n<p><strong>Would you like me to audit your current homepage headline and value proposition to see if it passes the &#8220;5-Second Test&#8221;?<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Frequently Asked Questions (FAQ)<\/h3>\n\n\n<div id=\"rank-math-faq\" class=\"rank-math-block\">\n<div class=\"rank-math-list \">\n<div id=\"faq-question-1764171729504\" class=\"rank-math-list-item\">\n<h4 class=\"rank-math-question \">What is the difference between a tagline and a value proposition?<\/h4>\n<div class=\"rank-math-answer \">\n\n<p>A tagline is a short, catchy external phrase (e.g., &#8220;Just Do It&#8221;). A value proposition is a clear statement of the functional and emotional benefits you offer to a specific customer (e.g., &#8220;The only running shoe designed to prevent shin splints&#8221;). The tagline is the hook; the value prop is the hook, line, and sinker.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1764171741471\" class=\"rank-math-list-item\">\n<h4 class=\"rank-math-question \">How many brand pillars should a company have?<\/h4>\n<div class=\"rank-math-answer \">\n\n<p>Ideally, three. Four is the maximum. The human brain struggles to recall more than three distinct items in a short period (known as the Rule of Three). If you have more, group them under broader themes.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1764171750172\" class=\"rank-math-list-item\">\n<h4 class=\"rank-math-question \">Should my brand messaging hierarchy change over time?<\/h4>\n<div class=\"rank-math-answer \">\n\n<p>Yes, but slowly. Your core values might remain the same for decades, but your pillars and proof points should evolve as the market changes and your product matures. A review every 12-18 months is healthy.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1764171759589\" class=\"rank-math-list-item\">\n<h4 class=\"rank-math-question \">Can I have different messaging hierarchies for different products?<\/h4>\n<div class=\"rank-math-answer \">\n\n<p>Yes. You should have a &#8220;Master Brand&#8221; hierarchy that defines the company, and &#8220;Product Level&#8221; hierarchies for individual offerings. However, the product hierarchies must never contradict the Master Brand pillars.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1764171779740\" class=\"rank-math-list-item\">\n<h4 class=\"rank-math-question \">Why is my team ignoring the messaging hierarchy?<\/h4>\n<div class=\"rank-math-answer \">\n\n<p>Usually, it is too complex or buried in a long document. Turn your hierarchy into a &#8220;Cheat Sheet&#8221; or a one-page laminated card. Make it easy to reference during sales calls or when creating content.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1764171791409\" class=\"rank-math-list-item\">\n<h4 class=\"rank-math-question \">How does SEO fit into brand messaging?<\/h4>\n<div class=\"rank-math-answer \">\n\n<p>Your messaging hierarchy dictates your keyword strategy. Your Value Prop usually targets your &#8220;Head Terms&#8221; (high volume), while your Pillars target &#8220;Long Tail Keywords&#8221; (specific intent). Clear messaging improves user engagement, which is a positive ranking signal.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1764171817596\" class=\"rank-math-list-item\">\n<h4 class=\"rank-math-question \">What is a &#8220;Boilerplate&#8221; in messaging?<\/h4>\n<div class=\"rank-math-answer \">\n\n<p>A boilerplate is a standardised paragraph (usually 50-100 words) at the bottom of a press release that summarises the company. It is essentially a compressed version of your entire messaging hierarchy.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1764171823135\" class=\"rank-math-list-item\">\n<h4 class=\"rank-math-question \">How do I test if my messaging is working?<\/h4>\n<div class=\"rank-math-answer \">\n\n<p>Use A\/B testing on your landing pages (headlines and subheaders) and PPC ads. Measure Click-Through Rate (CTR) and Conversion Rate. Qualitative feedback from sales calls (&#8220;I didn't understand what you did until slide 10&#8221;) is also vital.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1764171837355\" class=\"rank-math-list-item\">\n<h4 class=\"rank-math-question \">Is &#8220;Brand Voice&#8221; part of the hierarchy?<\/h4>\n<div class=\"rank-math-answer \">\n\n<p>Voice is the &#8220;How,&#8221; while hierarchy is the &#8220;What.&#8221; The hierarchy defines the information structure; the voice defines the personality used to deliver that information. They must work together.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1764171848324\" class=\"rank-math-list-item\">\n<h4 class=\"rank-math-question \">What comes first, the logo or the message?<\/h4>\n<div class=\"rank-math-answer \">\n\n<p>Always the message. You cannot design a visual identity for a brand if you do not know what the brand stands for. The messaging hierarchy informs the visual mood, colour palette, and <a class=\"wpil_keyword_link\" href=\"https:\/\/inkbotdesign.com\/logo-design-and-branding\/\" title=\"Logo Design and Branding: Build an Identity\" data-wpil-keyword-link=\"linked\" data-wpil-replace=\"\">logo design<\/a>.<\/p>\n\n<\/div>\n<\/div>\n<\/div>\n<\/div><style>\r\n.lwrp.link-whisper-related-posts{\r\n            \r\n            margin-top: 40px;\nmargin-bottom: 30px;\r\n        }\r\n        .lwrp .lwrp-title{\r\n            \r\n            \r\n        }.lwrp .lwrp-description{\r\n            \r\n            \r\n\r\n        }\r\n        .lwrp .lwrp-list-container{\r\n        }\r\n        .lwrp .lwrp-list-multi-container{\r\n            display: flex;\r\n        }\r\n        .lwrp .lwrp-list-double{\r\n            width: 48%;\r\n        }\r\n        .lwrp .lwrp-list-triple{\r\n            width: 32%;\r\n        }\r\n        .lwrp .lwrp-list-row-container{\r\n            display: flex;\r\n            justify-content: space-between;\r\n        }\r\n        .lwrp .lwrp-list-row-container .lwrp-list-item{\r\n            width: calc(10% - 20px);\r\n        }\r\n        .lwrp .lwrp-list-item:not(.lwrp-no-posts-message-item){\r\n            \r\n            \r\n        }\r\n        .lwrp .lwrp-list-item img{\r\n            max-width: 100%;\r\n            height: auto;\r\n            object-fit: cover;\r\n            aspect-ratio: 1 \/ 1;\r\n        }\r\n        .lwrp .lwrp-list-item.lwrp-empty-list-item{\r\n            background: initial !important;\r\n        }\r\n        .lwrp .lwrp-list-item .lwrp-list-link .lwrp-list-link-title-text,\r\n        .lwrp .lwrp-list-item .lwrp-list-no-posts-message{\r\n            \r\n            \r\n            \r\n            \r\n        }@media screen and (max-width: 480px) {\r\n            .lwrp.link-whisper-related-posts{\r\n                \r\n                \r\n            }\r\n            .lwrp .lwrp-title{\r\n                \r\n                \r\n            }.lwrp .lwrp-description{\r\n                \r\n                \r\n            }\r\n            .lwrp .lwrp-list-multi-container{\r\n                flex-direction: column;\r\n            }\r\n            .lwrp .lwrp-list-multi-container ul.lwrp-list{\r\n                margin-top: 0px;\r\n                margin-bottom: 0px;\r\n                padding-top: 0px;\r\n                padding-bottom: 0px;\r\n            }\r\n            .lwrp .lwrp-list-double,\r\n            .lwrp .lwrp-list-triple{\r\n                width: 100%;\r\n            }\r\n            .lwrp .lwrp-list-row-container{\r\n                justify-content: initial;\r\n                flex-direction: column;\r\n            }\r\n            .lwrp .lwrp-list-row-container .lwrp-list-item{\r\n                width: 100%;\r\n            }\r\n            .lwrp .lwrp-list-item:not(.lwrp-no-posts-message-item){\r\n                \r\n                \r\n            }\r\n            .lwrp .lwrp-list-item .lwrp-list-link .lwrp-list-link-title-text,\r\n            .lwrp .lwrp-list-item .lwrp-list-no-posts-message{\r\n                \r\n                \r\n                \r\n                \r\n            };\r\n        }<\/style>\r\n<div id=\"link-whisper-related-posts-widget\" class=\"link-whisper-related-posts lwrp\">\r\n            <h4 class=\"lwrp-title\">You May Also Like:<\/h4>    \r\n        <div class=\"lwrp-list-container\">\r\n                                            <ul class=\"lwrp-list lwrp-list-single\">\r\n                    <li class=\"lwrp-list-item\"><a href=\"https:\/\/inkbotdesign.com\/promoting-your-law-practice\/\" class=\"lwrp-list-link\"><span class=\"lwrp-list-link-title-text\">A Quick Guide to Promoting Your Law Practice<\/span><\/a><\/li><li class=\"lwrp-list-item\"><a href=\"https:\/\/inkbotdesign.com\/best-free-blog-platforms\/\" class=\"lwrp-list-link\"><span class=\"lwrp-list-link-title-text\">10 Best Free Blog Platforms for Beginners<\/span><\/a><\/li><li class=\"lwrp-list-item\"><a href=\"https:\/\/inkbotdesign.com\/email-software\/\" class=\"lwrp-list-link\"><span class=\"lwrp-list-link-title-text\">Choosing The Right Email Software: Pitfalls To Avoid<\/span><\/a><\/li><li class=\"lwrp-list-item\"><a href=\"https:\/\/inkbotdesign.com\/rolls-royce-logo\/\" class=\"lwrp-list-link\"><span class=\"lwrp-list-link-title-text\">The Rolls-Royce Logo: Automotive Luxury &amp; 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syndrome. This guide breaks down how to build a brand messaging hierarchy that prioritises clarity, aligns your team, and actually converts traffic.<\/p>\n","protected":false},"author":1,"featured_media":323438,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[48],"tags":[],"class_list":["post-323437","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-strategy","no-featured-image-padding","resize-featured-image"],"acf":[],"_links":{"self":[{"href":"https:\/\/inkbotdesign.com\/wp-json\/wp\/v2\/posts\/323437","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/inkbotdesign.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/inkbotdesign.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/inkbotdesign.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/inkbotdesign.com\/wp-json\/wp\/v2\/comments?post=323437"}],"version-history":[{"count":0,"href":"https:\/\/inkbotdesign.com\/wp-json\/wp\/v2\/posts\/323437\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/inkbotdesign.com\/wp-json\/wp\/v2\/media\/323438"}],"wp:attachment":[{"href":"https:\/\/inkbotdesign.com\/wp-json\/wp\/v2\/media?parent=323437"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/inkbotdesign.com\/wp-json\/wp\/v2\/categories?post=323437"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/inkbotdesign.com\/wp-json\/wp\/v2\/tags?post=323437"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}