If your brand were a person at a party, how would you make sure they’re the one everyone remembers the next day? One of our creatives recently shared their take with us — and it’s a reminder of why brand messaging is so much more than just words on a page.
It’s All About How You Make People Feel
“I believe people remember how you make them feel. If they’re seen and understood, maybe entertained, and definitely not annoyed, I think they’ll remember you. Also, even the most rational, analytical people respond to a good emotional hook.”
When shaping a brand story, the focus should always be on connection and emotional resonance. Whether you’re writing a web headline or scripting a video, you’re not just delivering information — you’re making someone feel something. And when they feel seen, understood, and engaged, they’re far more likely to remember your brand.
Inspiration is Everywhere — Even Outside Traditional Marketing
“Some of the best examples I can think of are the independent record labels and skateboard companies I grew up with. Often, those people were doing it all on their own, driven by attitude and ideas. They weren’t professionals, so they hadn’t figured out how to take the fun out of it.”
Sometimes, the most genuine brand stories come from unlikely places. The energy and authenticity of grassroots brands — the ones born from passion rather than playbooks — often create the most memorable and meaningful connections. These brands lead with attitude and originality, two traits that any modern brand should strive to embody.
Finding Your Brand’s Voice Starts with Immersion
“I like to look at existing messaging, photography, videos, etc. and notice where my mind starts to go. I try to think of artists, actors, personalities who fit the tone of voice I’m going for. One Kudu client’s positive vibes made me think of a song by Andrew W.K. that I really liked, so I included a link to it in my work to show where I was coming from and where I thought they were coming from.”
To write in a brand’s voice, you first need to step into their world. Our creative’s process? Absorb what already exists and then expand it by associating it with pop culture references or personalities that capture the intended tone. This not only grounds the messaging but also makes it relatable for creative teams and clients alike.
The Power of Simplicity
“I think it’s helpful if you try and keep a customer’s understanding of a brand. Agencies are valuable because they offer an outsider’s perspective with a marketer’s expertise. Resist the urge to spill your guts and overload a customer with information. Simple is always better, and you can plan what you say, where you say it, and when you say it.”
Clear, simple messaging always wins. It’s tempting to want to tell your audience everything, but strong storytelling respects attention spans and delivers value through focused, intentional messaging.
Bringing Stories to Life Across Platforms
“That’s a challenge. Every medium brings new opportunities for communicating. Social media, for example, is a great place to show who you really are, how you interact with people, or how the company values actually make an impact. Video brings music, editing style, visual metaphor and an endless list of other ways to tell a story. Words hardly ever appear on their own. A compelling idea will activate engaging communication.”
In other words, storytelling needs to adapt to every medium — from a short-form Instagram post to a long-form video. Words, visuals, music, editing, and interactions all work together to bring a brand’s voice and message to life. The key? Start with a strong concept and let it ripple out across every channel.
The Key Takeaway
Great brand messaging feels like meeting someone you’ll never forget — because they made you feel connected, inspired, and maybe even entertained. Keep it simple, stay authentic, and always craft with purpose.