To create the next branch of your messaging tree, you’ll “dissect” or translate the topline positioning into several primary message categories or support points. Essentially, this is where you lay out how you will accomplish what you’ve stated in your positioning statement.

For the Skoll Foundation, we note that the three support points are:
1. Investing In [social entrepreneurs]
2. Connecting [ “ “]
3. Celebrating [ “ “]

In the example of Social Venture Partners, the organization’s messaging tells us that if focuses its efforts in the following key areas:
1. Connecting Business with Community
2. [Providing] Innovative Solutions to Social & Environmental Issues
3. Catalyzing a New Generation of Social Investors

For the Forum for Women Entrepreneurs, the support points are based around (providing and enabling):
1. Access to resources
2. Education
3. Accelerated leadership

For Microsoft’s developer programs:
1. Listening and responding to customer needs
2. Relentless pursuit of best of class products
3. Fueling an industry of innovation

Adding another example and looking at McDonald’s current positioning, we find that their main messaging is focused around the following categories:
1. Great food
2. Fun to eat
3. Casual environment
4. Local & familiar
5. Always something new

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Diana L. Reid, Conscious Communications