How to Write a Brand Message People Actually Connect With

A strong brand message is more than a catchy slogan—it’s a promise to your audience. It tells people who you are, what you stand for, and why they should care. But how do you write a message that doesn’t just sound good but actually resonates? Here’s where to start:

1. Know Your Audience—Deeply

Surface-level insights aren’t enough. Go beyond basic demographics and ask: What does your audience value? What keeps them up at night? What do they aspire to?

Take Ilon Specht’s approach—she didn’t just write for a customer; she wrote from her own frustration. That personal connection made her words feel real. Your message should reflect the emotional truths your audience experiences daily.

Try This:– Conduct informal interviews or polls.– Analyze customer feedback for recurring themes.– Identify not just what your audience wants but why they want it.

2. Speak Like a Human, Not a Corporation

Brands often fall into the trap of sounding polished but robotic. Real people respond to real language. If your message sounds like corporate jargon, it’s time to strip it back.

A powerful brand message feels conversational—like something your audience would say themselves. For example, L’Oréal’s "Because I’m Worth It" works because it’s a declaration anyone can own.

Try This:– Write your message as if you’re explaining it to a friend.– Test different tones—authoritative, playful, direct—and see which resonates.

3. Make It About Them, Not You

Your audience doesn’t care how great your business is—they care how you improve their lives. Craft your message to reflect what they gain, feel, or achieve through your product or service.

Try This:– Shift from "We offer…" to "You get…"– Highlight the transformation your audience will experience.

4. Keep It Simple and Memorable

Complex messages don’t stick. The best brand lines are short, sharp, and packed with meaning. Aim for 10 words or fewer.

Try This:– Write your message in one sentence.– Ask, "Would someone repeat this to a friend?"

A great brand message speaks directly to your audience’s emotions and values. It’s clear, relatable, and easy to remember. When done right, it doesn’t just describe what you do—it makes people feel something real.