Brand Messaging

Brand Messaging: Tell Your Story, Find Your Voice

The Campfire Analogy 🔥

Imagine you’re sitting around a campfire with friends. Everyone takes turns telling stories. Some people tell boring stories—just facts, no feeling. But then someone tells a story that makes everyone lean in, laugh, gasp, and remember it forever.

That’s brand messaging. It’s how your brand tells its story and speaks to people so they feel something and remember you.

Part 1: Storytelling in Marketing

What is Storytelling in Marketing?

Think about your favorite bedtime story. It probably had:

• A hero (maybe a kid like you!)
• A problem (a dragon? lost puppy?)
• A journey to solve it
• A happy ending

Marketing storytelling works the same way!

Instead of “Buy our shoes,” a brand tells a story:

“Sarah was always the slowest runner in gym class. She felt embarrassed. Then she got new running shoes. She practiced every day. Now she wins races and feels amazing!”

See? You’re not just buying shoes. You’re buying confidence.

graph TD
    A["Hero: Your Customer"] --> B["Problem: What hurts them?"]
    B --> C["Journey: Your product helps"]
    C --> D["Victory: Happy ending!"]

Why Stories Work Better Than Facts

Your brain is like a sponge for stories. Here’s proof:

Stories stick because they make us FEEL.

The 3 Magic Story Ingredients

1. The Hero (Your Customer)

• NOT your brand—YOUR CUSTOMER is the star!
• They have dreams, fears, and wishes

Example: Nike doesn’t say “Nike is amazing.” They say “YOU can be amazing.”

2. The Problem (The Dragon)

• What keeps your customer awake at night?
• What frustrates them?

Example: “Tired of tangled earphone wires?” (That’s the dragon!)

3. The Guide (Your Brand)

• Your brand is like Yoda or a wise fairy godmother
• You help the hero win!

Example: “AirPods: No wires. Just music.” (You saved the day!)

Real Story Examples

Before (Boring):

“Our app has 50+ features for productivity.”

After (Story Magic):

“Meet Tom. He was drowning in sticky notes, missed deadlines, and forgot his mom’s birthday. Then he found our app. Now Tom is the most organized person in his office—and he never forgets a birthday again!”

Part 2: Brand Voice Development

What is Brand Voice?

If your brand was a person at a party, how would they talk?

• Silly and fun like a best friend? 🎉
• Smart and serious like a teacher? 📚
• Warm and caring like a grandma? 💕
• Cool and edgy like a rockstar? 🎸

Brand voice = The personality in your words.

It stays the same whether you’re writing an email, a billboard, or a social media post.

Finding Your Voice: The 4 Voice Ingredients

graph LR
    A["Brand Voice Recipe"] --> B["Tone: Friendly? Formal?"]
    A --> C["Language: Simple? Technical?"]
    A --> D["Purpose: Inspire? Educate?"]
    A --> E["Personality: Fun? Serious?"]

1. TONE - How do you sound?

• Friendly & casual: “Hey there! Ready to rock?”
• Professional: “Welcome. Let’s get started.”

2. LANGUAGE - What words do you use?

• Simple: “Make money easily”
• Fancy: “Optimize your revenue streams”

3. PURPOSE - Why are you talking?

• To inspire: “Dream bigger!”
• To educate: “Here’s how it works…”

4. PERSONALITY - What’s your vibe?

• Playful: Uses jokes, emojis, fun words
• Serious: Straight to the point, no jokes

Voice Examples from Real Brands

Create Your Own Brand Voice

Step 1: Pick 3 Words Choose 3 words that describe how you want to sound.

Example for a kid’s lemonade stand:

• Friendly
• Fun
• Refreshing

Step 2: Make “This, Not That” Rules

Step 3: Test It Everywhere

Your voice should sound the same in:

• Social media posts
• Customer service emails
• Advertisements
• Your website

Voice Consistency Check

Imagine these are all from ONE brand. Which one doesn’t match?

1. “Hey bestie! Check out our new summer flavors! 🍋”
2. “We are pleased to announce our latest product offering.”
3. “OMG you NEED to try this! It’s so good! 😍”

Answer: #2 sounds like a robot in a business suit. If your brand is fun and friendly, EVERYTHING should sound fun and friendly!

Putting It All Together

Story + Voice = Brand Magic ✨

The Perfect Brand Message Formula

[Your Customer's Problem] + [Your Solution] + [Your Voice]
= Unforgettable Message

Example:

• Problem: “Hate boring workouts?”
• Solution: “Our dance fitness app makes exercise a party!”
• Voice: Fun & energetic
• Result: “Hate boring workouts? 💃 Turn your living room into a dance party! Get fit while having the time of your life!”

Key Takeaways 🎯

1. YOU are not the hero. Your customer is. You’re the helpful guide.

2. Stories beat facts. People remember feelings, not features.

3. Voice = Personality. Pick 3 words and stick to them everywhere.

4. Consistency is magic. Same voice on social media, emails, everywhere!

5. Make them feel something. Happy, inspired, excited, or understood.

Quick Checklist ✅

Before you post anything, ask:

• [ ] Does this tell a story (hero, problem, solution)?
• [ ] Does this sound like our brand personality?
• [ ] Would our customer feel something reading this?
• [ ] Is this consistent with our other messages?
• [ ] Is it simple enough for a 10-year-old to understand?

Remember: Great brands don’t just sell products. They tell stories that make people feel like heroes. And they do it in a voice that feels like a trusted friend.

Now go tell YOUR story! 🚀