What you say versus how it looks and sounds.
A messaging framework vs brand guidelines mix-up is why teams ship a beautiful site that still cannot name the difference. Guidelines cover logo, type, voice, and photography. The framework covers promise, pillars, and proof. Design cannot invent the latter.
Product marketing owns the framework. Brand design owns the guidelines. The homepage needs both in the same file, not two warring PDFs.
| Guidelines | Framework |
|---|---|
| Voice and tone | Promise and pillars |
| Logo and color | Proof and objections |
| Photography | Persona variants |
They can draft. Sales and PMM have to sign the proof. Otherwise it will not survive a call.