Hello, hello storymaker.
I had my first in-person brand messaging audit since 2020. If I'm being honest, it was quite exciting to be in an in-person meeting. Also, I can report that conference rooms haven't changed a bit.
As the founders and several marketing team members took a seat around the table, one of the founders sat down, cleared his throat, and went straight for the tough ask, "Ok, so why is our storytelling style slowing down our market growth don't we have all the keywords?"
“Keywords,” I said, “are the problem.”
It’s not just about keywords. It’s about choosing key words; ones that paint a vivid picture. A picture where your customer feels seen, entrusted and connected. It's sort of building a relationship with your customer.
I brought in a conscious leader to help unpack the idea of thinking about your brand messaging as a relationship. More in just a sec.
So, if you're asking the same question, my theory is that you've defaulted to inspiring language. (Stay with me, don’t tune out yet.)
The problem is that you've padded your ideas with soft phrases, completely bypassing specificity for fear of sounding too bold or too different.
But if your messaging gets watered down, most people won't care. If it's too vague, too safe and too broad like everyone else's, it doesn't mean anything. So what happens? You end up in the pool of statements like:
“Empowering people to live better lives”
“Sustainable solutions for a better world”
“Driven by values, powered by purpose”
But why is that important to say, and (more importantly) why is that a key message you want and need to share with your customer?! I'm not saying these statements are wrong. They could belong to anyone, which means they resonate with no one. Does that sound all too familiar?
In this issue, you'll get:
A convo with a conscious leader on how messaging should be an ever-evolving relationship
The most common mistake holding your messaging back
Three rewritten messaging shifts for founders, marketers & creators
A quick audit to clarify your own brand message
“Messaging should feel like a relationship.”
Gabi is a mom of two and the founder of Nest Earth. With a background in architecture, urban design, and psychology (and a LEED AP BD+C certification), Gabi helps people create healthier, eco-conscious homes without the stress.
When Gabi first said, “Messaging should feel like a relationship,” my jaw dropped! And the more she explained, the more it made sense 🎤 😯
“At first, your messaging is like dating. You and your audience are figuring each other out. You’re testing language, seeing what resonates, noticing what falls flat. There’s exploration. Curiosity. A little awkwardness.”
Gabi makes a strong point. “Over time, you start to understand each other. You recognize what sparks joy. What creates that trust in the other person. You know how to really support them. You speak with confidence. More like yourself.”
Gabi also pointed out a key phase of a relationship that could get neglected. “Even when a relationship matures, you can’t stop working at it. You still have to evolve with your partner.” And so should you, along with your messaging, evolve with your audience. “Keep the connection alive. Keep growing,” Gabi mentions.
The key takeaway: Messaging is not one-and-done. It’s like a relationship. Continually growing, always evolving.
“There’s only one of you. That’s what cuts through the noise. But your voice has to grow with your brand.” (yet another mic-drop) 🎤 😯
Llike any relationship worth nurturing, it thrives when you get specific, listen often, and evolve with intention.
When it comes to brand voice, Gabi believes clarity starts with listening.
“I use the exact words of my audience to shape our messaging. Their pain points, their language, it’s what helps us stand apart in a space where too many brands sound the same.”
She’s not anti-SEO either. But her approach is intentional:
“Write the message first without the buzzwords. Get clear on your voice. Then weave in the keywords without losing your tone.”
When I asked what advice she’d give to another founder trying to find their voice, she offered yet another jaw-dropping quotable one-liner:
“Be true to yourself. Speak the truth you’re living through, and people will resonate with it.” 🎤 😯
And for those who know what they stand for but can’t quite say it?
“Start with introspection. Stay curious. Your brand messaging is like a relationship, always growing and evolving.”
Favorite one-liners from Gabi:
“A clear brand message should feel like a relationship.”
“A clear brand voice is you.”
“The biggest messaging mistake? Copying someone else’s voice.”
“The best messages are rooted in the truth you’re living through.”
What makes a strong brand message stand out?
It’s saying:
Who you’re for
What makes your offer different
What you believe that others don’t
What shift you’re inviting someone to make
When you avoid specifics, your message get lost.
But when you make specific claims, your message is remembered.
Reframing the Message
Here’s what sharper messaging can sound like:
For Founders
Don’t say: We’re changing the way people think about food.
Do say: We make compostable snacks to make you feel less guilty about your food waste
For Marketers
Don’t say: We believe in conscious campaigns that build connection.
Do say: We help you see your daily life in a new way and live differently.
For Creators
Don’t say: I’m passionate about helping people live toxin-free.
Do say: I guide you through simple routines to stop living in fear.
Try This Mini Clarity Audit
Take 5 minutes. Look at your:
Website bio
Social bios
Elevator pitch
Now ask:
Is it specific?
Is it visual?
Could someone else say the same thing?
If you answered “no” to any of those… It’s time to work on the relationship between your brand and your keywords and stories.
Ready to tell your story?
Book a free 30-minute discovery call to explore which offer is right for you.