Strategies For Writing Relatable Brand Stories

A year ago, I was that guy—writing copy that sounded like a university thesis. Buzzwords, jargon, and enough fluff to fill a pillow factory. My readers? Confused. My conversions? Nonexistent. Then I stumbled upon brands like Moosejaw and BarkBox. Their copy felt like a friend texting me, not a robot pitching me. That’s when I realized: conversational copy isn’t just “casual.” It’s strategic. It builds trust, makes you memorable, and (most importantly) gets results. Here’s how brands like these taught me to write copy that clicks with people: Conversational copywriting is all about writing like you're talking—no jargon, no sales-y pitch. But how do you nail it? Here’s a guide based on brands that get it right. Thread 🧵 1/ Moosejaw Fun and quirky copy that hooks you instantly. Examples: ✔️ “We love NFTs (Nacho Fun Times).” ✔️ “Remember to season your concrete after shoveling snow.” ✔️ “No, our website isn’t powered by hamsters in wheels… yet.” Takeaway: Don't be afraid to let your personality shine—it’s what makes people remember you. 2/ BarkBox What do they sell? Adorable joy for dogs. ✔️ They use relatable humor + 100% satisfaction guarantees. ✔️ They speak their audience's language—dog parents, not just dog owners. Takeaway: Know your audience. Write for them, not at them. 3/ Innocent Drinks Natural products, natural tone. ✔️ They use ultra-specific details like “botanical” to emphasize quality. ✔️ They lean on transparency to eliminate buyer anxiety. Takeaway: Be real, and get specific—your audience will trust you more. 4/ OkCupid DTF? They redefine it. ✔️ Their copy flips expectations. ✔️ They invite users to define their version of dating. Takeaway: Play with cultural norms to create an emotional connection. 5/ Gymit Copy that feels like a casual gym chat. ✔️ They make gyms approachable—not intimidating. ✔️ The honesty in their tone makes them relatable to everyone, not just fitness buffs. Takeaway: Use language that removes barriers for your audience. 6/ Lego Timeless yet relevant. ✔️ Nostalgia meets values. ✔️ One ad paired a retro toy with a modern message about equality. Takeaway: Tie your brand’s history with current values to create powerful storytelling. Conversational copy isn’t magic—it’s empathy. Think: What would your audience actually want to hear? Then say that.

𝗕𝗲𝘆𝗼𝗻𝗱 𝗣𝗿𝗼𝗳𝗶𝘁𝘀: 𝗛𝗼𝘄 𝘁𝗼 𝗖𝗿𝗮𝗳𝘁 𝗮 𝗕𝗿𝗮𝗻𝗱 𝗦𝘁𝗼𝗿𝘆 𝗧𝗵𝗮𝘁 𝗦𝗵𝗶𝗳𝘁𝘀 𝗖𝘂𝗹𝘁𝘂𝗿𝗲 🔵 𝗬𝗼𝘂 𝗱𝗼𝗻’𝘁 𝗯𝘂𝗶𝗹𝗱 𝗺𝗼𝘃𝗲𝗺𝗲𝗻𝘁𝘀 𝘄𝗶𝘁𝗵 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀. 🔵 𝘠𝘰𝘶 𝘣𝘶𝘪𝘭𝘥 𝘵𝘩𝘦𝘮 𝘸𝘪𝘵𝘩 𝘴𝘵𝘰𝘳𝘪𝘦𝘴 𝘵𝘩𝘢𝘵 𝘴𝘩𝘢𝘬𝘦 𝘱𝘦𝘰𝘱𝘭𝘦 𝘶𝘱, 𝘮𝘢𝘬𝘦 𝘵𝘩𝘦𝘮 𝘵𝘩𝘪𝘯𝘬, 𝘢𝘯𝘥 𝘱𝘶𝘴𝘩 𝘵𝘩𝘦𝘮 𝘵𝘰 𝘢𝘤𝘵. The biggest brands don’t just sell stuff — they stand for something bigger. They shape conversations, change perspectives, and spark real-world change. So, how do you craft a story that doesn’t just connect but ignites a movement? 𝟭. 𝗛𝗲𝗿𝗲’𝘀 𝘁𝗵𝗲 𝘁𝗿𝘂𝘁𝗵: 𝗜𝘁 𝘀𝘁𝗮𝗿𝘁𝘀 𝘄𝗶𝘁𝗵 𝗽𝘂𝗿𝗽𝗼𝘀𝗲. Not just making money, but a cause worth fighting for. Look at Patagonia. They don’t just sell outdoor gear. They’re fighting for the environment. Your brand’s “big why” should connect to a universal problem people really care about. 𝟮. 𝗡𝗲𝘅𝘁, 𝗶𝘁’𝘀 𝗴𝗼𝘁 𝘁𝗼 𝗯𝗲 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹. People don’t buy from companies. They buy from the people behind those companies. Share your stories — the struggles, the wins, the moments that shaped your mission. When Yvon Chouinard launched Patagonia, it wasn’t about clothes. It was about protecting the planet he loved to explore. 𝟯. 𝗧𝗵𝗲𝗻, 𝗽𝗿𝗼𝘃𝗲 𝗶𝘁. Words aren’t enough. Actions matter more. Align your practices, partnerships, and initiatives with your mission. Show people you’re committed — not just talk. 𝟰. 𝗔𝗻𝗱 𝘁𝗵𝗲𝗻, 𝗶𝗻𝘃𝗶𝘁𝗲 𝘆𝗼𝘂𝗿 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝘁𝗼 𝗷𝗼𝗶𝗻 𝘁𝗵𝗲 𝗺𝗼𝘃𝗲𝗺𝗲𝗻𝘁. A movement isn’t a monologue. It’s a conversation. How can they get involved? What actions can they take today? Create spaces for dialogue, participation, and advocacy. 𝟱. 𝗧𝗲𝗹𝗹 𝘀𝘁𝗼𝗿𝗶𝗲𝘀 𝘁𝗵𝗮𝘁 𝘀𝗽𝗿𝗲𝗮𝗱. Use visuals, real customer stories, and data that inspires. Make your message shareable — because inspired people share things that matter. 𝟲. 𝗙𝗶𝗻𝗮𝗹𝗹𝘆, 𝘀𝘁𝗮𝘆 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁. Movements don’t happen overnight. They’re like a snowball rolling downhill — gaining speed and size. If you stay true to your message and keep pushing forward, your movement will grow. Trust takes time, but it’s the only way real change sticks. My final thought? Brands that create real impact don’t just sell products — they shift mindsets and spark action. And it doesn’t matter if you’re a start-up or a giant. Your brand can lead the next big movement. Are you ready to make it happen? Because the world’s waiting for your story.

Most brands fail because their story is weak. Great storytelling is the difference between brands we forget… and brands we follow. Think about your favorite brand right now. Chances are, you don’t love it for the features. You love it for how it makes you feel. That’s the power of story. ✅ It builds emotional connection ✅ It turns a product into a movement ✅ It creates meaning in the minds of your audience So, what separates great brand stories from the rest? Here’s what they always get right: 1️⃣ They lead with a feeling Before people buy with their wallet, they buy with their heart. Great stories spark emotion in the first line. 2️⃣ They reflect the customer’s world The hero of your story isn’t your brand — it’s your audience. Talk about their struggles, their goals, their journey. 3️⃣ They create tension No story is complete without a problem. Highlight what’s broken before offering your solution. 4️⃣ They show transformation People remember change. Before → After. Pain → Relief. That shift is the story they’ll retell. 5️⃣ They’re consistent across every touchpoint From your emails to your onboarding to your pitch deck — a great story doesn’t change. It deepens. When you build a brand around story, you don’t need to fight for attention. You earn trust, stay top of mind, and grow through connection. Because flashy branding fades. But stories stick. #storytelling #branding #yourstoryisyoursuperpower #marketingtips I share storytelling and creativity to help you and your company sell more and grow. Let's Connect! 1. My AI course on LinkedIn Learning: https://lnkd.in/e3Nc_3Ya 2. Join 10,000 others learning weekly growth tips at: https://lnkd.in/eCDKabp2 Use the 3-Act E.P.I.C Structure to turn stories into sales: https://lnkd.in/e9_eczTG 3. 3 Ways To Grow Guide: https://lnkd.in/gZaq56hT (no sign-up needed)

The best companies tell a story. Here are 11 archetypes you can follow to tell a good one. Wrap your positioning and marketing comms in the blanket of a narrative. Build your main messaging pillars and social content around a central idea. 1. "Small brand explicitly challenging a big brand" This is the David vs Goliath story. You name the giant in your category and call them out. You position against them directly, and by doing it you're positioning yourself as a good alternative. 2. "Challenging the way things have always been done" You point out what's wrong with the way things are and offer a better alternative. Gong brings data to where there was none. 3. "Standing up for the people" The establishment has been ripping you off. The consumer has been wronged. For years. We're gonna put an end to this! When Wise launched, they were doing exactly this. "Bye bye bank fees". Haven't seen this in B2B much. 4. "Democratizing X" This story is about making something accessible. It challenges elitism. Tearing down once-formidable barriers. Target democratized design. Robinhood launched with the story of democratizing finance for all: "We are all investors." Lovable and Bubble democratize app making. 5. "Missionary" The story here is about a sense of purpose - standing for a cause, being a force for positive change. Patagonia is the prime example of an activist brand. 6. "Like back in the day" Bringing back the good old days. When you were young, prices were reasonable, politicians were noble, and children respected their elders. Nostalgia is a powerful tool. Hiut Denim Co is making a small town make jeans again. Trump rode that wave too. 7. "Irreverence" This is the approach to take something traditionally serious and make it fun. Controversial, even. Liquid Death made water funny. And metal. 8. "Real and human" We're done with fake corporate bullshit. We yearn for authenticity. We want to see the people behind the company.   This is founders building in public, like Adam Robinson. Or bootstrapped companies staying true to their roots like Balsamiq. 9. "Transcendent vision" These companies are about the bigger picture. It's about the future and goes beyond its mundane everyday activities. OpenAI is helping us benefit from AI. 10. "Next-generation" This is a story about how the times have changed, and new solutions are needed for new times. You position yourself as a brand for those wanting to be part of a new generation. Attio is the CRM for the AI era. 11. "The very best" The highest quality, very best standards, unwavering commitment to excellence. You stay at a Ritz Cartlon because you deserve it. You buy Salesforce because nobody will fire you for that. What archetypes did I miss?

I'm a recovering "over-thinker" of every post.  I'd stare at the screen.  Delete sentences.  Rewrite them.  Then delete them again.  "I suck at this."   "People won’t like this."   "This sounds so dumb."  So I’d scrap the post.  Promise myself I’d try again tomorrow.   Then repeat the same cycle the next day. And of course delay the fix. It was painful. Eventually, I forced myself to hit publish.     Small engagement.   Little momentum.   Tiny traction.  So I overthought even more.    Maybe I needed better hooks.   Maybe I wasn’t being persuasive.   Maybe I just wasn’t cut out for this.  Then, I tried something different.  I stopped trying to sound smart.   Stopped overanalyzing every word.   And quit worrying about "perfection." Instead, I told simple stories.    Niche relatable stories.  With simple and relatable lessons. Ones that tied back to my experience.  These stories were not only engaging.   They were relevant.  And built real rapport with my niche.  That’s when things changed.  No fancy copywriting.  No marketing tricks.   No viral tactics.  Just clear, honest, simple, real, human...  Storytelling.  Do this with 3 steps: 1) Start with a real moment Something specific that actually happened 2) Show the struggle (not just victory) Add frustrations, difficulties, & uncertainties 3) End with the insight (don't miss this) Get this right by adding insights + actionable tips Tell your audience exactly what they need to hear. Do it, & you’ll never run out of content again.