The Poet’s Guide to Making Your Brand’s Message Memorable
Think about the last line of a song that got stuck in your head. Or a phrase from a poem that you find yourself repeating. There’s a magic to words that stick, that linger. That’s the power of a poet’s approach to writing – crafting language that becomes unforgettable. And here’s the best part: you can apply that same magic to your brand’s messaging.
Writing for a brand doesn’t mean it has to sound like every other marketing spiel. Think of your brand voice as a unique style, a flow, a rhythm that makes people stop and pay attention. Here’s how to use the poet’s touch to make your brand’s message memorable.
1. Embrace Simplicity
Great poets know that less is more. The right words, even just a few, can speak volumes. When it comes to branding, simplicity wins. Rather than cramming every feature and benefit into a single sentence, pare it down to the essence of what you’re offering.
Apple didn’t say, “We sell high-tech, well-designed, minimalistic devices that meet all your productivity needs.” They just said, “Think different.” Three words, yet instantly recognizable. So, ask yourself, what’s the core of your message? The simpler you can make it, the more powerful it becomes.
2. Find Your Rhythm
Words have a rhythm, a beat. Even in everyday language, there’s a flow that can make or break a line. In brand messaging, rhythm helps with readability and recall. Think of taglines like “Just Do It” or “Melts in Your Mouth, Not in Your Hands.” These phrases have a natural cadence that makes them easy to remember.
Play around with sentence lengths, try out different rhythms, and read your messages out loud. You’ll be surprised how much a smooth rhythm can make your brand voice feel more approachable and, well, memorable.
3. Use Imagery to Paint a Picture
Great poets use words to create vivid images in the reader’s mind, and you can do the same with your brand. Rather than saying, “Our coffee tastes good,” go for something that evokes an experience, like, “Awaken your senses with the bold richness of our roast.” With imagery, you’re not just stating a fact; you’re giving the audience a feel, a picture they can connect with.
Consider the emotion or scene you want people to envision when they think of your brand. Use descriptive language that pulls them into that vision. Because when people can see your message, they’re much more likely to remember it.
4. Speak to Emotion, Not Just Logic
A poet doesn’t tell you how to feel – they make you feel it. Great branding does the same. While it’s tempting to lay out all the logical reasons why someone should choose your brand, remember that people often make decisions based on emotion.
Is your brand here to inspire? Reassure? Excite? Lead with that emotional undercurrent, and use your words to touch those feelings. Instead of “Save time and money,” try “Spend more time doing what you love.” It’s the same idea but framed in a way that resonates on a deeper level.
5. Make It Personal
Poetry often feels like it’s speaking directly to you, almost as if it knows what’s on your mind. You can achieve the same effect by writing in a way that feels conversational and personal. Use “you” to make the reader feel included, or share a behind-the-scenes story to humanize your brand.
Rather than saying, “Our brand believes in quality,” make it personal with, “We started this journey with one simple belief: quality comes first.” It’s subtle but brings a layer of authenticity that makes the message feel more genuine.
6. Leave Room for Imagination
Poetry doesn’t always spell things out. It gives just enough for the reader to fill in the gaps. This technique works wonders in branding too. Instead of giving every detail, hint at something bigger, something aspirational. Invite your audience to imagine what life could be like with your product.
Let’s say you’re selling adventure gear. Instead of “Our gear is waterproof and durable,” try, “Gear up for whatever the wild throws at you.” The second one hints at a world of possibilities, letting the audience picture themselves on their next adventure with your brand at their side.
7. Create Catchphrases That Stick
Poets and songwriters often repeat certain lines to drive a message home. In branding, repetition can help reinforce key points. Create a catchphrase or tagline that captures your brand’s essence, and let it appear consistently across your content.
Think of phrases like “Have it your way” or “Because you’re worth it.” These lines are instantly recognizable and give a memorable quality to the brand. Find a phrase that embodies your brand’s spirit, and make it your anchor – the one line people associate with you.
8. End with Impact
Every good poem has a strong closing line. It leaves you thinking, feeling, maybe even inspired. Your brand’s message should do the same. Wrap up with a powerful call to action, a phrase that lingers in the reader’s mind, or a question that keeps them engaged.
Instead of a bland “Contact us to learn more,” go with “Ready to make your mark?” or “Let’s start building your dream.” An impactful ending doesn’t just close a message; it gives your audience something to remember.
Bringing the Poet’s Touch to Your Brand
Taking the poet’s approach to branding isn’t about being flowery or abstract. It’s about making your message memorable, relatable, and real. When you put heart and thought into each word, your audience will feel it.
So, dare to be a bit poetic. Cut the clutter, find the rhythm, paint the picture, and connect with emotion. Because when you do, your brand message won’t just be heard – it’ll be remembered.
