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Being relatable isn’t the same as being authentic.
I think brands sometimes try so hard to “sound human” that the writing ends up sounding even more manufactured.
Add some slang.
Throw in an emoji.
Start with “Hey guys!”
Use shorter sentences.
Say “we get it.”
And somehow… it still doesn’t feel human.
Because humans aren’t relatable just because they use casual language.
We’re relatable because we have something to say.
We have opinions.
We notice things.
We have preferences.
We disagree.
We tell stories.
We have a reason for choosing one thing over another.
That’s what gives our words personality.
So when I’m writing for a brand, I’m not only thinking:
“How do I make this sound less corporate?”
I’m thinking:
“What does this brand actually believe?”
If you remove the brand name, can I still tell it’s them speaking?
That’s the real test for me.
You don’t make a brand sound human by adding “Hey” to the beginning of a post.
You make it human by giving the words a mind behind them.
#brandVoice #Storytelling #ContentWriter #Writing #CreativeWriter
I hope this was a good read 🙈
The network for creativity
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When I work on branding, I focus on building a visual identity that feels clear, consistent, and recognizable, not just something that looks good in a presentation.
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Spot on. What is your go to stress test to see if a brand identity actually holds up in the real world?
This platform needs less AI generated content.
I don’t mean “less using AI tools for work.” I mean less AI bots commenting for users, less Case Studies written exclusively by AI, and more people caring about the work we do rather than rushing through it.
I kept the commenter anonymous. I did not mean to be rude in this comment, but I feel slightly off each time I read a comment that has no soul. I have even seen $1M+ Contra creators completely AI generate their case studies and just post something of no substance with words that don’t make sense.
I challenge you, if you do this or if you have thoughts about doing it, try the opposite: put more time into reading posts and interacting, put more time into writing and studying for your case studies. See how much you grow. Your influence and your skills will both expand when you stick to authenticity.
Most founders don’t have a personal branding problem. They have a “how do I actually do this?” problem.
As someone who works with founders on their personal brands, I see the same challenge repeatedly. They know they should be creating content. They have experiences, opinions and stories worth sharing. But turning all of that into a consistent, useful piece of content feels like another job they don't have time for.
For the Descript Challenge, I wanted to teach something I’m already trying to solve with my clients: how founders can turn what they’re already experiencing into personal branding content.
So I turned the approach I use into a simple Do → Think → Share framework.
Do: What happened?
Think: What did it teach you?
Share: What can someone else learn from it?
But teaching the framework felt incomplete. I also wanted to show founders how they can actually make the content.
That's where Descript came in.
This challenge gave me the opportunity to combine both things I care about, Teaching the strategy and giving people a practical tool to execute it. Because personal branding shouldn't be about constantly finding something to say.
Build something. Learn something. Teach something.
Do, Think, Share is simple enough that a founder could actually stick to it, which is rare for content frameworks. Pairing the strategy with a Descript walkthrough instead of just explaining it makes the challenge feel useful rather than theoretical.