Rarely is a brand holistically described by just one word or one angle of attack, as prescribed by this book’s methodology. What happens to all those other brand messages that are generally considered equally important? How can these messages be best leveraged in a supportive and proactive manner to build and foster the brand? And how can the multitude of messages be organized to maximize the communication impact? The development of the brand message mix is of strategic importance. It clearly is not an easy challenge in a world that has seen a massive proliferation of brands and the respective messaging that comes with it. The brand message mix is a sort of framework that organizes and prioritizes all relevant brand messages, designating distinctive roles for each of them within a brand’s message hierarchy. Its underlying objective is twofold: first, to develop and select the strategic content most relevant to your brand and second, to prioritize this content within the message hierarchy, thus assigning a designated role to each strategic message in the mix. All with the aim of fostering message consistency. This chapter introduces the reader to the principles of the brand message galaxy and explains the selection and hierarchization process applied during the definition of the strategic brand message mix.