If you think about it, our present market space is filled with an endless number of identical products that more or less offer the same thing. Whether it's a tool you purchase or a skincare item you use, you always choose it from an endless list of alternatives.
So, have you ever wondered what made you make that purchase decision in the first place? Yes, the online reviews helped with the same, but what actually drew you to make that final call? The answer lies in the way that particular brand spoke to you. It made you feel heard and seen.
Be it your struggles with a failing management system or your skin barrier, the glory of conversion always lies with the brand message. The way a brand communicates with you is ultimately how it convinces you to convert.
Now it's your turn to pull this off with your users. Understand what exactly a user looks for when they are willing to make a purchase. Not only that, but also learn how you can shut down the noise from your competitors with just a few smart moves.
But before all this, let us go back to the core concept and understand what exactly we are dealing with here.
So, What Is a Brand Message?
If you want a simple definition of a brand message, it's your vision that you have for your product. It can be either empowering small teams or helping with great skin, or just making life easier in general. That’s the core of your brand’s message or value.
But here’s the thing: there can be a thousand other brands out there that feel the same way and are trying everything they can to pull in more conversions. This is where the second layer of your brand message comes in. It's about realizing your tone and feeling that you wish your audience to relate to you with.
To put it more simply, it's addressing how your product plans to solve their given issue as uniquely as possible?
Now, if you put things into perspective, brand messaging is something that can make or break your product if you are not careful about its implications. But that’s not it; the implications are scary, even for a brand like Pepsi.
If you remember their last debacle with pop culture icon Kendall Jenner, where their infamous advertisement shattered their entire image and labelled them as insensitive and a white supremacist.
No brand desires such a negative image for itself. But things take an unprecedented turn when they keep forgetting that their brand messaging strategy is a direct representation of them. No matter how great their product is! You don’t want to launch a product that is a result of years of your hard work, only to be rejected by thousands with outrage or complete negligence because you couldn’t say things the right way.
Why Brand Messaging Matters for Content Creation
A study published by Hubspot suggested that people are six times more likely to convert when they are exposed to brand messages on LinkedIn. Now, one can only imagine how influential this number would be if we consider all the social media accounts, including other sales channels.
There’s no doubt that when a brand makes a conscious effort to recognize its users and offer them quick and easy solutions that feel personalized, it clicks. Think about it from a usperspective. Will you not buy from someone who knows exactly what you are dealing with?
So brand messaging right now is the only way in which you can retain your identity, especially in a time when AI has taken over the narrative. Currently, the market is such that you not only have to tackle intense competition but also focus on producing content that feels personal.
Here’s the thing: people buy from the ones they trust and, most importantly, sound human. So, not only is having a brand identity important, but it also needs to resonate with what you do.
Let us consider an example. I asked ChatGPT to write a copy on a new laptop that’s being launched. We know that the laptop market is already saturated with all the big-name companies doing business for decades. So we need something extraordinary and trustworthy to convince a user to convert.
Now is the time to ask yourself the same question again: Will you be willing to buy from a brand that interacts with you like this? A copy like this actually seems uninterested in even convincing the user to buy the product.
Common Brand Messaging Mistakes
If you are someone who was under the impression that a copy like this works well, don’t worry! There is always space to identify the gaps and work accordingly to build a dedicated consumer base. But before that, you must identify the exact issues with your brand messaging.
Being Too Vague or Buzzword-Heavy
You have to be extremely specific with your users in letting them know what you bring to the table. They are tired of hearing about every other product that’s groundbreaking or revolutionary. For example, if you read the prompt by ChatGPT, you will realize that you don’t really get to know much about the product. It’s just a half-attempt to touch base and make sense.
Copy-Pasting Tone from Competitors
We live in constant surveillance where everyone has access to the other. So, blatantly copying and pasting someone else’s work is a direct question of your credibility. Moreover, it also gives birth to a notion that you don't really care about the pain points of your users.
Adopting another brand’s voice may help you blend in, but it also makes you forgettable.
Letting AI Override your Tone
AI is great if you are only looking at creating fast content copies. But it is not really a great idea if you wish to form a genuine connection with your users. Over-reliance on AI can make your messaging sound robotic, generic, or worse, disconnected from your actual audience. Using AI to substitute your voice can lead to real-world damage.
(And How to Fix Them)
So what’s the ideal solution in a case like this? Relying on AI, but not too much, can’t repeat what’s already been said, and still need to sell a product that’s already out there?
The answer is simple: you take ownership of the narrative and rely on AI to manage your structure, efficiency, and scalability. AI can only keep brewing interesting copies or blogs if you redirect it the way you want to.
Audience-First Messaging
When marketing your product, the priority needs to shift from the features of your brand to the needs of your audience. One might think it's the same, but there is always a fine line.
A study published by Harvard University highlighted that 64% of consumers say they stick with a brand because it shares their values. So, if you wish to be the brand that everyone talks about, you can't just sell how fast your laptop’s processor is. You have to actually sell the struggle of dealing with a slow one. So instead of the clichéd ultra-fast processing power, you have to talk about the pain of a tab that doesn’t stop loading.
Creating a Tone Guide
Now, a tone guide is not about adhering to said etiquette guidelines. It's quite the opposite, actually. It is about discovering a tone that suits your brand’s image and sticking with it consistently.
The moment you realize the kind of approach you wish to have with your users, be it a quirky or friendly tone or a more technical and professional one, half the battle is won. Since the moment you do so, your brand will have a clear identity that readers can recognize, trust, and relate to.
Consider Nike as an example; it has always been known to put forward inspirational and groundbreaking adverts. It makes the users feel that relying on a Nike product is like joining a revolution in itself.
💡 Quick Tip: Always read your copy aloud! If it sounds like a person, you are on the right track. The idea is to treat the copy as if the brand is a person that’s talking about itself to all its users.
Of Course—Humanize AI
The content written by AI is flawless, but that’s not what users are looking for. They need something that will sound like you and assure them that their trust isn’t misplaced when they invest. This is where Humanize AI comes in to do that for you. It skillfully removes all the robotic undertone in just one copy and paste, helping you communicate better.
Not only does Humanize AI help you with an upper hand over ChatGPT-generated random content, but it also helps refine human-written work. You know that SaaS marketing is highly technical, but one has to rely on human-like tones these days, even for SaaS to keep the ball rolling.
Because here’s the truth: technical accuracy alone doesn’t sell, connection does. How will you convince your users to stay back for your product if they don’t even know who you are.
Here’s how Humanize AI works its magic on a ChatGPT-generated prompt of an imaginary AI tool that helps writers brainstorm:
If you analyze the details, you will be quick to notice that Humanize AI didn't rip apart the entire narrative. All it did was make some subtle changes that made all the difference.
From Messaging to Meaning: Your Brand, Rewritten
You will understand brand messaging better when you realize your users aren’t just buying a product, they are buying into your voice, your values, and your ability to understand them. There’s a big difference between making a sale by chance and building a loyal base that keeps coming back.
And that kind of loyalty? It starts with clarity and consistency. You need brand messaging that feels honest, intentional, and human.
Relying on AI is perfectly fine, as long as you know how to make it sound better. This is where a tool like Humanize AI comes in, helping you refine your tone, prioritize user-first messaging, and bring creative clarity. So you no longer rely solely on your product’s features; you build genuine connections that last.