Step 1 of 3

Create a pillar

Define a messaging theme with a name and description.

Head to Messaging in the sidebar. You'll see your messaging pillars displayed as cards. If this is your first time here, the page will be empty.

Click Add pillar to create your first one.

The Messaging page with no pillars yet, showing an Add pillar button — Start by adding your first messaging pillar

A messaging pillar is a key theme your brand stands for. Think of it as a recurring message you want woven through your content. For example:

"Learning through play" — we believe children learn best when they're having fun
"Parent confidence" — we help parents trust their instincts
"Quality over quantity" — fewer, better products for growing families

Give your pillar a name and a description. The name is a short label; the description explains what the theme means in your brand's context.

A pillar card being edited with name and description fields filled in — Keep the name short and the description clear

Most brands work well with 3-5 pillars. Too few and your content lacks variety; too many and the messages get diluted. Start with your three strongest themes and add more later if needed.

When you save, the pillar appears as a card on the page, active by default. Thomas will start considering it when writing your next article.