How to Talk About Your Brand Without Sounding Salesy

You’re at a backyard hangout, someone hands you a popsicle and says, “So, what do you do?” Cue the internal panic. You could launch into your official job title… or list every service you offer… or awkwardly fumble through something that sounds nothing like you.

But what if you could answer that question in a way that feels natural, confident, and maybe even… fun?

Whether you’re poolside, rooftop, or just grabbing coffee with a new connection, being able to talk about your brand in a way that feels human (and not like a pitch deck) is one of the most underrated marketing skills. And summer is the perfect time to practice — with relaxed events, outdoor markets, and spontaneous networking moments around every corner, you want to be ready to own your story without sounding rehearsed.

So how do you do it?

We use a three-part formula with our clients to help them clarify their message and create a go-to way to talk about their brand — no matter the setting.

Step 1: Lead with the pain point

Why this matters: People pay attention when they feel seen. Leading with a pain point helps your listener connect right away — and makes what you’re saying instantly more relevant. It shifts the focus away from you and onto the problem you help solve, which is a much more compelling starting point.

Instead of: “I’m a business coach for creatives.”
Try: “A lot of creatives feel like they’re doing everything in their business, but still not growing — that’s where I come in.”

This invites the other person into the conversation. You’re not boasting about your services, you’re naming a real, relatable issue. That’s what draws people in.

And in a relaxed setting (like a summer social or community event), this approach feels far less stiff. You’re not trying to sell something, you’re simply talking about what people are already experiencing.

Step 2: Position yourself as the solution

Why this matters: Clarity is everything. Once you’ve identified the problem, you want to clearly and confidently communicate how you help solve it — without diving into a five-minute explanation or listing your service packages.

“I help them get clear on their offer and build a brand that actually attracts the right people.”

This is where your expertise shines without sounding braggy. You’re not just saying what you do; you’re showing how you create results. In other words, you’re not selling your process — you’re highlighting your impact.

When you have a go-to sentence like this, you’ll be able to respond to the “what do you do?” question at networking events, coffee meetups, or DMs in a way that feels effortless. No memorized scripts, just honest, confident clarity.

Step 3: Paint the transformation

Why this matters: People don’t buy services — they buy outcomes. By sharing a quick “before and after” scenario, you help your audience imagine what’s possible for them. It also helps them remember you. A transformation sticks in their mind far more than a title ever will.

“It’s amazing to see clients go from overwhelmed and invisible online… to fully booked with dream clients who get them.”

You don’t have to share stats or big numbers here — just give people a taste of the emotional or practical shift your clients experience. Transformation is what makes your work memorable, shareable, and — yes — marketable.

See How It Works

We recently worked with Trace’s Oats to help refine his brand message and create a tagline that captures the playful, high-quality energy of his product. Trace’s brand is all about fun — and flavor — so we helped him land on a bold statement that stops people mid-scroll (or mid-shelf scan):

“Overnight oats that actually taste good.”

It’s cheeky. It’s confident. And it instantly tells you what sets Trace apart. In a market full of healthy-but-bland breakfast options, Trace is boldly claiming that his product delivers on both nutrition and taste.

This simple, edgy statement has become a go-to line he can use on packaging, social media, and — yes — even casual conversations at the farmers market or around the firepit. That’s what we love most about a good tagline: it travels well.

Want to build your own one-liner? Start here.

If you’re ready to feel more confident talking about your brand — especially in spontaneous, real-life settings — your tagline is a great place to start. It’s your mini pitch. Your instant icebreaker. Your go-to response when someone says, “What do you do again?”

Grab our free Tagline Builder and write a fresh tagline in just a few minutes.

We’ll walk you through a simple formula to go from “I do a lot of things…” to a statement that’s clear, confident, and totally you.