how do you ensure all your messaging stays anchored in / consistent with your company's brand messaging through evolution

I like to anchor messaging to a foundational message house/messaging framework document that all other deliverables stem from. 

• List out details about your core persona:what their challenges/pain points are. 
• List out your market context. 
• Think about your product differentiation 
• What are your supporting product proof points.
• Distill those down into a 50/100 word messaging statement. 
• Be presecriptive about alignment and buy-on on that message house, make sure your brand team is on board, your product team and your sales team. 

Then use that as the basis point for all of the areas in which your story is told--website, blog, campaign creative, sales decks, one pagers, etc--should all be a derivative off of that document.