Brand Message - Agency 99
June 28, 2023

Crafting a Compelling Brand Message: Tips for Finding Your Voice and Telling Your Story



We live in a world where consumers are exposed to hundreds of messages everyday and, as a result, have become extremely selective about what to pay attention to.

Nothing captures the imagination like a well-told story.

In this article, we’re going to share how you can find your voice and tell your story

Finding Your Voice

The first step to crafting a compelling brand message is discovering your authentic brand voice. This includes:

  • Developing a brand manifesto and value statement that articulate what your brand stands for at its core.

  • Knowing your target audience inside and out. Figure out how to speak to them in a way that resonates.

  • Choosing the right tone for your brand. Test different tones to determine what feels like the best fit for your brand.

  • Staying consistent with your brand’s defined personality. Express this consistently through your brand message, marketing and customer experience.

Telling Your Story

Stories create connections. Human beings are hardwired to connect through stories.

When your brand message tells a story, it taps into this innate human desire for narrative and makes an emotional connection with your audience.

Finding Your Narrative

Every great brand has a story to share. To find your narrative, you need to:

  • Identify your brand’s origin story, purpose or mission.
    Why did your brand come into existence? What drives you to do what you do?

  • Highlight your unique selling points and differentiators.
    What makes your brand stand out from competitors? What unexpected advantages or benefits do you provide?

  • Connect emotionally with your audience.
    What are the feelings and aspirations your brand fulfills for customers?

Storytelling Techniques

To effectively tell your brand’s unique story, you need to make use of storytelling techniques that engage the audience and make the narrative memorable and meaningful.

Here are some of the most effective techniques:

  • Use common storytelling elements like characters, conflict and resolution. Even if metaphorical, these elements help structure an engaging brand narrative.

  • Incorporate customer testimonials and success stories. Hearing how your brand has positively impacted real people brings your story to life in a powerful way.

  • Leverage visual and multimedia content. Images, videos and infographics can illustrate and reinforce your brand story in a memorable, impactful medium.

Crafting Key Messages

After discovering your brand’s voice and telling its story, the next step is crafting the key messages you’ll communicate across your marketing.

To do that, you need to:

Create value-driven taglines and slogans

These should express what you stand for in just a few words. Use them to communicate your core values.

Develop great descriptions of your brand

Define who you are, what you do and who you serve in a clear, memorable statement of 25 words or less. Make it communicate your essence.

Formulate powerful key messages across your marketing

Identify 3-5 strategic messages you want customers and prospects to remember about your brand. Align these messages with your brand narrative and values.

To be effective, your key brand messages should be:

Simple and straightforward:
Avoid jargon and complexity.

Repeat the same messages across all marketing channels.

Based on values: Root your messages in what your brand truly stands for.

Use imagery, alliteration and repetition to make your messages sticky.

Call the audience to do something – choose you, invest in you, recommend you.

Putting It Into Practice

Once you’ve crafted the right taglines, descriptions and key messages to align with your brand’s voice and story, incorporate these throughout:

  • Your website copy
  • Advertising and promotions
  • Social media posts
  • Packaging and branding materials
  • Employee training

Refining and Evolving Your Message

A strong brand message doesn’t just happen – it requires continuous refinement and evolution to stay relevant and resonant.

You must adapt to changes in consumer preferences, market trends, and cultural shifts to maintain their competitive edge.


Telling a compelling story is just one aspect of good marketing.

Before you begin, keep in mind that you’ll eventually want to create website branding, content and other assets like a strong brand strategy to provide a home for your brand’s story, and a place for people to interact with it.

Need help with that? Sign up for a free consultation call with the Agency 99 team. Let’s go!

Written by Agency 99

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