Thinking Like a Poet: Lessons from the Written Word for Authentic Branding

We can be bold, take risks, and trust our creative instincts, even if it means going against the grain of what’s trendy or expected. We can create work that moves people.

Photo by Ruben Ramirez on Unsplash

As a marketer with a passion for language and a background in poetry, I’ve always been fascinated by the power of words to shape our perceptions and experiences. Just as a poet carefully chooses each word and phrase to create a specific emotional response, we as marketers have the opportunity to use language to build authentic, meaningful connections with our audiences.

But all too often, I see brands falling into the trap of generic, lifeless messaging, which is the marketing equivalent of clichéd poetry. They rely on overused phrases, empty buzzwords, and vague platitudes, rather than taking the time to craft language that truly resonates with their unique voice and values.

So what can we learn from the world of poetry to create more authentic, impactful brand messaging?

1. Specificity is key.

Great poets know that the key to evoking emotion and creating a vivid mental image lies in the details. They don’t just write about love, they write about “the way her hair catches the sunlight on a crisp autumn morning.” They don’t just describe sadness, they paint a picture of “the ache that settles in your chest like a heavy stone.”

As marketers, we can apply this same principle by striving for specificity in our messaging. Rather than relying on generic claims or broad generalizations, we should look for opportunities to highlight the unique details and stories that make our brand special. What specific challenges do we help our customers overcome? What small moments of delight do we create in their lives? The more concrete and specific we can be, the more authentic and memorable our messaging will be.

2. Embrace vulnerability.

The best poetry often springs from a place of deep emotional honesty and vulnerability. Poets are willing to explore the full spectrum of human experience, from joy and love to grief and fear. They invite the reader to connect with their most authentic selves, creating a sense of intimacy and trust.

In the world of branding, vulnerability can be a powerful tool for building genuine connections with our audiences. By being willing to share our struggles, our failures, and our hard-won lessons, we show our human side and create opportunities for empathy and identification. Of course, this doesn’t mean airing all our dirty laundry or oversharing. But it does mean being willing to step out from behind the polished corporate façade and speak from a place of authenticity and truth.

3. Break the rules.

Great poets are often the ones who are willing to challenge conventions and break the “rules” of their craft. They experiment with form, play with language, and push the boundaries of what's considered acceptable or expected. In doing so, they create work that is fresh, surprising, and memorable.

As marketers, we too have an opportunity to break free from the constraints of “best practices” and cookie-cutter approaches. We can experiment with new formats, channels, and styles of messaging that reflect our unique brand personality and values. We can be bold, take risks, and trust our creative instincts, even if it means going against the grain of what's trendy or expected.

Of course, breaking the rules effectively requires a deep understanding of the rules in the first place. Just as a poet must master the fundamentals of their craft before they can start to innovate, we as marketers need to have a solid grasp of our audience, our market, and our brand before we start pushing the envelope. But once we have that foundation in place, we have the freedom to let our creativity run wild.

At the end of the day, thinking like a poet in our marketing means prioritizing authenticity, creativity, and emotional resonance above all else. It means being willing to dig deep, to get specific, to embrace vulnerability, and to break the mold in pursuit of messaging that truly speaks to the heart.

And while it may not always be the easiest or most straightforward path, I believe it’s the one that leads to the most meaningful, long-lasting connections with our audiences. Because when we approach our work with the same passion, craftsmanship, and integrity as a great poet, we create something that transcends mere marketing. We create art that moves people.