
Two of my favorite parts of my job are:
- Getting nerdy about all things content.
- Grilling my fellow strategy nerds about their processes.
And not that I would ever call Lytho’s Senior Marketing Director, Molly Clark, and VP of Strategy, Brock Stechman, nerds … but it just so happens they’re undertaking a massive brand messaging overhaul — and I wanted the inside scoop.
A quick bit of history for context: As you might know, in 2024, Lytho acquired DivvyHQ, a content planning platform. Divvy — when coupled with Lytho’s best-in-class workflow, creative review and approval, and digital asset management capabilities — establishes a centralized, collaborative hub for managing marketing operations. Part of this merger means establishing one unified brand that encompasses Lytho’s legacy operations solutions and Divvy’s content planning offerings.
No biggie.
Just kidding. It’s a big biggie — one that warrants thoughtful, unified brand messaging. Enter Brock and Molly.
Molly shared her insights on how they plan on tackling this massive initiative. (And, yes, both Molly and Brock addressed the biggest hurdle of all: finding enough caffeine to power the project.)
Why are we creating a messaging framework for Lytho?
A messaging framework is a vital tool because it can help to ensure consistency, clarity, and alignment across all communication and channels, both internally and externally. It essentially is our communication playbook. Here are a few callout reasons as to how it can provide that clarity:
- Consistency across channels: Having a messaging framework ensures that everyone – from our sales and marketing teams to CX to external contractors, agencies, and freelancers – uses the same tone, language, and key messaging points. This consistency builds a strong and cohesive brand presence, making it easier for our audience to recognize and trust the Lytho brand.
- Efficiency and alignment: When our internal team and external partners have a unified messaging framework, we don’t need to reinvent the wheel every time we create new content or campaigns. It provides a shared reference point, saving time and reducing the risk of “off-brand” or “rogue” messaging. In other words, it helps us create and publish content much faster.
- Stronger collaboration with external partners: Contractors, agencies, and freelancers work with multiple clients. By providing them with a clear messaging framework, we are helping them to quickly understand the unique voice, tone, and values of the Lytho brand.
- Ensuring accuracy and brand integrity: Without a framework (that is consistently maintained), there is a risk that messaging points can drift over time, leading to inconsistencies and confusing. A messaging framework serves as a guardrail to ensure that the Lytho brand messaging remains accurate and relevant.
I happen to know that there’s a LOT of source material that you can use. How do you feel about distilling it down into something more concise?
There is approximately a sh*t ton of source material that can and should be included in the messaging guide, but a critical step will be distilling it down into a concise and user-friendly guide. The goal for the framework is to make a document that is sharable, actionable, and provides clarity.
Ultimately, we want the messaging framework to include:
- Clear, concise messaging
- Clarity on products and ICPs
- Audience-specific messaging (personas, verticals)
- Key phrases and boilerplate copy
- Be easy to navigate, use, and update
Here are a few things that I am hoping to avoid:
- Including every detail from all the source material so that we don’t create a 100-page guide that no one will read
- Using jargon-heavy language or lengthy explanations (like my responses here …)
- Being too abstract so there isn’t enough clarity 😉
Not only are you updating the legacy Lytho brand messaging, but you’re incorporating the Divvy brand. How do you plan to mesh the two?
Combining the legacy Lytho brand with the DivvyHQ brand gives us the unique opportunity to evaluate and evolve our brand story into something stronger, more relevant, and better aligned with our audience’s needs. A bulk of this has been done as the various source materials mentioned above were put together; however, the messaging framework will continue to evolve.

This may or may not be exclusive footage of our teaming piecing together the updated brand messaging.
Who will be using this framework and how do you want them to use it?
The ideal audience for the messaging framework is anyone that is responsible for communicating on behalf of the organization – both internally (marketing, sales, customer experience, executive leadership) and externally (agencies, freelancers, contractors).
We will want the message framework to be used as a foundational tool that ensures everyone understands what to say, how to say it, why it matters, and, most importantly, how to communicate what makes us so unique. It will be used as a reference guide or “go-to-resource” for anyone that is creating content so that it eliminates the guesswork and provides clarity on how the Lytho brand is presented and what it stands for.
What challenges do you face and how do you plan on working through them?
Creating a framework that blends two brands is a complex process; however, we already did the bulk of the work as we created the various source materials. Now the biggest challenge is distilling all of the information already created into a concise, easy-to-use, understandable document.
Another challenge worth mentioning is adoption post-finalizing the deliverable. Having a messaging framework is worthless if no one uses it. To drive adoption, we are planning to train and reinforce key internal stakeholders on the messaging framework.
How will you figure out what the final deliverable be?
We are drinking our own champagne! As we explored the best options for what the final format should be, we knew that we wanted something to be modular, easy to navigate, and easy to update as our brand continues to evolve. We also wanted to make sure that we could have a document that was sharable, yet we could have version control. The answer became clear — we are going to be using our online Brand Center platform.
My final question is the most important question: What is your caffeine of choice and how many cups of it will you consume from now until this project is complete?
Molly: I oscillate between coffee (typically drip with frothed milk and a little bit of sugar) and Diet Coke. Currently, it is two cups of coffee in the morning and one can of Diet Coke in the early evening. Based on our project planning for this project, I am forecasting that I will be able to maintain this caffeine consumption without the need for adding more. However, I reserve the right to adjust.
Brock: So, I may have a tiny (by tiny, I mean HUGE) addiction to espresso. But not those fancy espresso drinks, just espresso … in shot form … right down the hatch. I typically have a double espresso in the morning and another double espresso in the afternoon. So, before this project is completed, those will add up to way more espresso than my doctor would like to know. Hopefully, he doesn’t read our blog.
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