Branding Without Buzzwords: Why Strategic Communication Needs a Rewrite (Not a Reboot)

Originally posted on LinkedIn.

I’ve always had a soft spot for origin stories. (Well, most. I mean, do we really need retreads of Spider Man, Batman, and Superman’s origins again? Message to Hollywood: Please stop.)

Ahem. I digress.

From the pages of Marvel Comics to the vast galaxy of Star Wars, the most iconic characters don’t start with flashy titles or vague missions. They start with a clear problem, a moment of transformation, and a call to something bigger than themselves. It’s simple. It’s human. And that’s why it works.

Unfortunately, the same can’t be said for most brand messaging today.

We live in a world of non-stop content—campaigns, causes, missions, platforms. Everyone has a brand. Everyone is “empowering” something. And yet, we’ve lost the plot somewhere along the way. We’ve replaced meaning with marketing-speak. Strategy with slogans.

We’ve started writing like every sentence needs to pass through a jargon generator.

Clarity Isn’t Boring—It’s Brave

As someone who’s spent the better part of two decades helping organizations and communities define their voice and tell their story—whether for policy advocacy, public campaigns, or industry-wide initiatives—I can tell you this with confidence: clarity is a competitive advantage.

Being clear in your communication isn’t playing it safe. It’s being bold enough to believe your truth is strong enough to stand on its own.

When your mission is buried under phrases like “cross-functional alignment toward innovative impact,” you’re not adding polish—you’re adding distance.

Don’t Tell Me You’re Strategic. Be Strategic.

The real strategy isn’t in the branding deck or the logo refresh. It’s in the decision to speak like a person and not like a press release.

One of the most rewarding moments in my communications career came during my time creating and developing the IH Heroes campaign—an initiative designed to inspire young students to explore careers in industrial hygiene and environmental health.

Instead of trying to “sell” a career path with stats or slogans, we leaned into story. We created comic book-style characters with powers rooted in real-world science—framing the invisible work of health protection as something heroic. And it clicked. Students paid attention. Teachers engaged. The campaign connected not because it was flashy, but because it was clear, creative, and relatable.

As they say, the proof is in the pudding, too, as that campaign received over 25 different awards during the 7 years I managed it.

That’s the power of story within a brand—it anchors complex messages in something human. Something people want to be part of.

Tone Is Your True North

Your tone tells your audience everything: whether you’re authentic, whether you understand them, and whether you’re worth listening to.

Think of the MCU: Tony Stark and Steve Rogers don’t sound the same, but both are clear, consistent, and true to their core message. (That friction is what makes Captain America: Civil War so compelling!) Organizations should be no different.

Inconsistent tone makes your brand forgettable. Buzzword-heavy tone makes it ignorable. But a tone that reflects who you are—one that’s grounded, intentional, and built to connect? That makes your message resonate.

What Actually Works

If you want your communication to break through the noise, here’s what I’ve seen deliver real results:

• Lead with purpose, not polish. If the “why” isn’t clear, the message won’t stick.
• Keep it human. People respond to people, not “solutions.”
• Use real language. Speak like you actually talk.
• Let your story do the heavy lifting. A well-told narrative builds trust faster than any campaign tagline.

Strategic communication isn’t about sounding important. It’s about being understood. That’s not dumbing things down—it’s raising the bar.

TL;DR: Don’t Be a Slogan. Be a Signal.

The most iconic brands, the most effective campaigns, and the most meaningful advocacy efforts all have one thing in common: they connect.

They don’t rely on buzzwords or vague promises. They tell the truth. They speak with clarity. And most of all, they show people where they belong in the story.

So if you’re building a message, a brand, or a mission worth following—don’t bury it under big words. Write it like an origin story.

Because in a noisy world, the brands that lead are the ones that make meaning unmistakable.