How to Create Brand Messaging That Resonates with Humans and Ranks with AI
Your brand message needs to work harder than ever.
In 2025, your words don’t just speak to customers - they train algorithms, fuel voice search, and influence how AI tools like ChatGPT or Claude surface your brand.
Whether you’re building a wellness retreat, launching an ethical product, or leading a mindful hospitality brand, this guide will help you:
Define a clear, ownable brand voice
Write with emotional intelligence and clarity
Show up well in both traditional SEO and generative AI search (GEO)
1. Message clarity is everything
Before you write, get clear on three pillars:
Positioning: What makes you different and credible?
Audience Empathy: What do they need to hear, feel and trust you?
Purpose-Led Narrative: What transformation do you help them make?
Your messaging should be rooted in insight and expressed with intent.
2. Build a messaging framework
Here’s the brand messaging structure I use with my clients:
Purpose statement
Vision & mission
3–4 brand pillars
Tone of voice principles
Tagline and elevator pitch
Core messages per audience segment
Pro tip: Use words that reflect your values and match the phrasing your audience uses in their search queries.
3. Write with SEO + GEO in mind
Today’s copy must serve both:
Search engines (SEO)
Large Language Models (GEO)
Here’s how:
Use clear, natural language (no jargon)
Include semantic keywords and variants (e.g. “sustainable travel” + “eco-conscious tourism”)
Use headers, bullet points, and Q&As
Internally link to other pages on your site
Add schema markup where possible (like an FAQ Page or Article)
4. Bring your brand voice to life
Voice builds memorability. It’s how you stand out in AI summaries and human conversations.
Your tone should:
Signal your values
Match your audience’s emotional state
Reflect your category and intention
Examples:
Calm and grounded for wellness brands
Smart and soulful for ethical startups
Elegant and experiential for luxury travel
5. Test before you publish
Ask yourself:
Would this message make sense as an AI snippet?
Does this language feel emotionally clear and on-brand?
Are these the words I want to be known and found for?
If it works in a conversation and a search result, you’re doing it right.
Explore more
Wellness Copywriting – Messaging that balances clarity with calm
Ethical Lifestyle Copywriting – Tone and story for values-led brands
Tone of Voice Strategy – Own your brand language across every touchpoint
Final thought
Your brand messaging is more than a tagline. It’s the connective tissue between your purpose and your people. Done well, it works everywhere - from pitch decks and packaging to AI search results.
