Introducing the PLANT Framework: A Holistic Approach to Brand and Content Strategy
Real conversations happen when the audience and narrator both have unique identities separate from a brand. This framework aims to prioritize that.
Photo by Caleb George on Unsplash
As a brand and content strategist, I’ve always been fascinated by frameworks. From the basic content marketing questions of “what am I selling?” and “do people want to buy it?” to more complex models like content market fit and funnels, there’s no shortage of tools and approaches out there.
But the more I’ve explored these frameworks, the more I’ve come to realize that many of them fall short in one key area: they focus too heavily on the content itself, and not enough on the voice behind it. They neglect the critical role that brand identity and narrative perspective play in shaping the way our message is received and understood.
That’s why I’ve been working on developing a new framework—one that takes a more holistic view of brand and content strategy. I call it the PLANT framework, and it’s based on five key elements:
Product: What are we communicating?
Lever: Why does it matter, and how does it create value?
Anchor: Who is our target audience?
Narrator: Who is delivering the message, and what is their unique perspective?
Tunnel: Where and how are we reaching our audience?
The idea behind the PLANT framework is to create a more integrated, cohesive approach to brand and content strategy. Rather than treating each element in isolation, we look at how they all work together to create a compelling, authentic narrative that resonates with our audience.
One of the key innovations of the PLANT framework is the inclusion of the Narrator element. Too often, brand and content strategies focus solely on the target audience (the Anchor), without considering the equally important role of the storyteller. But the truth is, the way a message is delivered—the voice, the perspective, the personal brand of the narrator—can be just as influential as the message itself.
When you read a piece of content or engage with a brand, you’re not just consuming information in a vacuum. You’re experiencing a story, a perspective, a point of view. And the more authentic and relatable that perspective is, the more likely you are to connect with the message on a deeper level.
That’s why I believe that real conversations happen when the anchor and narrator feel natural together. When there’s a genuine alignment between the target audience and the voice delivering the message, magic can happen. The content becomes more than just words on a page or images on a screen—it becomes a true connection, a shared experience.
To illustrate how the PLANT framework might work in practice, I’m using my own brand development:
Somethos
Product: Organic creative showcase
Lever: Sharing authentically captures a felt need
Anchor: Fellow creatives and creative hobbyists
Narrator: Brand and marketing strategist
Tunnel: Web/multimedia experience
Precipist
Product: Strategic brand/marketing services
Lever: Strategy creates the space for growth when we’re ready to pivot
Anchor: Businesses that have stalled on a problem
Narrator: Brand and marketing strategist who can help
Tunnel: Web brochure site
In both of these examples, you can see how the different elements of the PLANT framework work together to create a cohesive, compelling brand narrative. The Product and Lever define the core value proposition, while the Anchor and Narrator ensure that the message is tailored to the right audience and delivered in an authentic, relatable way. And the Tunnel outlines the specific channels and tactics used to reach and engage that audience.
Of course, the PLANT framework is still a work in progress, and there are many questions and nuances yet to be explored. Is “Tunnel” the right term, or might “Trigger” be more appropriate in some cases? How do we ensure that our brand remains relevant and resonant as our audience and market evolve over time?
But one thing I do know is this: if we define what we are communicating by persona alone, we miss the bigger picture. Brand and content strategy isn’t just about creating a single, static message—it’s about cultivating a dynamic, authentic relationship with our audience over time.
