Welcome to another installment in our #botboss series, a collection of blog posts by experts in the chatbot industry. We’re gathering their best advice and insider tips to help you get the most out of your Chatfuel bot! This post is a guide for converting your branding into a conversational marketing tool (like a chatbot), and it comes to you from Angela Allan. Angela helps companies win more business using conversion copywriting and conversational marketing strategies.

What's something the most successful companies in the world (like Apple, Google, Nike, Coca-Cola, and Facebook) have in common? They each have an easily—and instantly—recognizable brand. It's clear and specific, and is consistent across every channel.

It should be the same with your business. Your brand identity should carry over to all your touch points: your social media, your website, your emails, and—of course—your Messenger chatbot. Designing a bot that reflects your brand voice is extra important, since chatting with a bot is such a personal, one-on-one experience for each customer.

Good branding is crucial because it helps with:

  • Building rapport and trust
  • Positioning your business as an authority in your industry
  • Giving you a point of difference from your competitors
  • Attracting your ideal clients or selling more products to your target audience

So how do you craft an attention-grabbing brand identity that you can then translate to all your channels—especially your Messenger chatbot? I'll guide you through the process! Start by grabbing a pen and paper or opening a fresh Google doc, and move through the exercises below. By the end, you'll know exactly what your brand stands for and how to portray it. That'll make translating it into chatbot format a breeze, which I'll share advice for at the end. Let's go!


To get you in the right headspace, start by answering these three questions about your brand. Write down all the words that come to mind, and use these answers to guide you through in responding to the rest of the prompts.

  1. What are your brand values—what do you stand for? (Sustainability? Diversity? Innovation?)
  2. What adjectives do you use to describe your brand? (Future-focused? Inspiring? Relatable?)
  3. What words do you want people to associate with your brand? (Trendy? Reliable? Safe? Responsible? Luxury?)

Brand vision

The brand vision (or mission) is why your brand exists—a description of the future you're striving towards every day as a company. As a stellar example, check out Tesla's brand vision statement: "To create the most compelling car company of the 21st century by driving the world's transition to electric vehicles.” It's a huge goal, but it's clear and true to their brand.

The most effective, memorable vision statements are concise, but communicate exactly what the brand is about and what they aim to do. Let's look at another example with the vision statement for healthy-food restaurant chain sweetgreen: “To inspire healthier communities by connecting people to real food.” It's straightforward, yet inspiring.

sweetgreen's brand statement is listed verbatim on their website and social media profiles, and is reflected even in the images they post.

To get crystal clear on your own brand statement, you might try thinking of how it could fit into an elevator pitch. Try this formula: I am (your job title). I help (your ideal clients) do (what you help them with) so they can (what results they achieve).

For example, this could become: I am an award-winning Messenger marketing agency founder. I help beauty businesses automate their appointment bookings with chatbot marketing, so they can retain more loyal clients and cut their admin time in half.

Interested in automating your own appointment booking? Check out this tutorial. 👇

Brand benefits

The core purpose of marketing messaging is to show your customers the benefits your product or service can bring them. To be able to communicate these benefits, you first need to understand what they are!

Brand benefits are divided into two types:

  1. Functional ⚙️ Functional benefits are concrete and measurable. These are things like trusted by (your list of high-profile clients) or 10+ years of experience for service-based businesses, and things like certified organic or rated five stars by over 10,000 customers for products.
  2. Emotional 💕 Emotional benefits typically apply to B2C brands. They have to do with how your product or service can make people feel, or how it can transform them. Remember, emotions play a large role in our buying behaviors. People don’t buy products; they buy better versions of themselves.

The Chatfuel team talked to expert guests about how to incorporate emotion into copywriting for better storytelling and more effective marketing. Check out what they had to say. 👇

Brand position

Think about the position you want to take in the marketplace. Why should people choose your business over all the other choices out there? What niche will you occupy?

To help you decide, ask yourself:

  • What makes you different from your competitors?
  • Why are you better equipped to solve your audience's pain points?
  • Why should they trust you over other similar brands?

Focus on what sets you apart. If a customer is deciding between you and two of your direct competitors, what do you want them to know about your brand specifically? Is your solution the fastest, strongest, cheapest, healthiest, easiest to use, etc.? What does your business offer that others don't?

Once you have a handle on your unique value proposition, you can highlight it in your marketing materials. For instance, look how Chipotle differentiates themselves from other fast-food chains that serve Mexican food. 🌯 They focus on fresh ingredients and healthy options to stand out and appeal to their particular audience, and this brand position is reflected across all their marketing materials.

Chipotle's brand position is all about differentiation through their use of fresher, healthier ingredients than their competition.

Target market

Your target market, or target audience, refers to the type of customers your product or service is perfect for. They're the ones you want to market to, because they're going to be the most responsive to what you have to offer. If you don't have a good grasp on this, you'll waste time and money marketing to the wrong people.

To discover who your target market is, it's useful to create a customer persona. 👤 Identify exactly who you’re talking to with your marketing materials. Where do they live? How old are they? What are their likes and dislikes, and their values? What's important to them? What are their dreams and their pain points, and what can your brand do to help with those?

Tip 💡 One great way to start learning about your target market and their pain points is by reading reviews. If you sell a product, read online reviews for your competitors' products. See what people say about why they chose that product, and why they were (or weren't) happy with it. If you sell a service (like at a conversational marketing agency!), read reviews for relevant business and marketing books and see what pain points people reveal that way.

Brand voice

Your brand voice is the character of your business and how it translates to your ideal clients. It's how your brand comes off in written and spoken content. It's about how you say what you say, and the impression it makes. Are you serious and formal? Are you fun-loving and casual? What words do you choose? Will you use slang or make jokes?

For example, I once worked with a startup that targeted creatives. Their tone of voice was:

  • Bold, but not aggressive
  • Authentic, but not negative
  • Nurturing, but not patronizing

Make sure to keep your target audience in mind when deciding on a brand voice. Your goal is to use language that will appeal to them. And once you've got it decided, make sure to use that same brand voice everywhere! Consistency across channels is key in building trust with your audience.

To help you in the development of your own brand voice, spend some time looking at style guides from big brands with strong, clear voices. Then, check out this video from the Chatfuel team to get more tips on crafting your own brand voice. ⤵️

How to translate your brand identity to your chatbot

Now that you've got a handle on your brand's identity, it's time to translate it into the copy of your Facebook Messenger chatbot. 🤖 Here are my top four tips to help you in the process.

#1. Create a specific persona for your bot

Many businesses choose to create a unique name and persona for their bot, and have it be the vessel for their brand identity. (You can think of your bot as your brand mascot—like Flo, Progressive's iconic character, or the "spokescandies" for the M&Ms chocolate brand.)

Just as Flo does for Progressive, your Messenger chatbot's persona can embody your brand's identity.

For example, I once created a chatbot for a dog-food subscription box company. The branded persona for their chatbot was a “robo dog.” He had a name, a list of activities and foods he liked, and a list of approved slang terms and emoji for his tone of voice. 🐶 Users who chatted with him got a clear sense of the brand's identity in the process.

Just don't forget to humanize this character (even if it's a dog!), because you don't want it to sound robotic. That's why we also gave the robo-dog a list of human traits, emotions, and intentions.

Bottom line: You should always let users know that they're chatting with a bot, not a human—but your bot should still be able to converse in a normal, humanlike style that feels approachable and unintimidating to users.

#2. Refer to your brand-identity notes often

Keep all the notes you made during the previous exercises handy when writing copy for your Facebook chatbot! You'll want to make the conversation engaging, clear, and helpful, all while conveying your brand's identity elements that we just worked through.

Again, don't be afraid to make your chatbot sound natural. Casual language like, Howdy, {{first name}}—ready to go? and Oh, I forgot to tell you… works well for most brands. Ideally, you want to make the user eventually forget that they're chatting with a bot because of how easy and normal the conversation feels.

I also recommend using my praise and reward formula for chatbot copywriting. This means that instead of just thanking a user each time they perform a desired action (like sharing their email or tapping a button), make them feel empowered instead.

👉 For example, let's say a user has entered their email address. Instead of having the chatbot reply with a boring Thank you, you can have it say something like, You’re awesome! I’ve got your email address now and I’m going to send you the goodies. 😉 Within the parameters of your brand identity and voice, make your chatbot sound interesting and relatable.

#3. Incorporate personalization

Personalization tells the user: I see you for you, and you’re special. It's a small touch that can help build that emotional bond between your audience and your brand. In turn, personalization can then boost loyalty and drive more sales.

The simplest way to incorporate personalization in your Messenger bot is to use the user's first name in messages! (In Chatfuel, you can do this with a user attribute.)

Insert user attributes into your chatbot's flow, and they'll populate with each user's individual information.

To take it a step further, you can also have your bot recommend the products or services of yours that would be a perfect fit for them. (Check out Chatfuel's case study on a brand that tripled conversion rates thanks to their product recommendation bot!) In addition to increasing sales, this kind of personalization can also set you apart from your competitors because it shows that you're truly interested in your customers.

#4. Get creative with images, GIFs, and videos

Adding different forms of media to your chatbot can help convey your brand identity in new ways. Plus, visual content is a great way to break up the text of a bot. Experiment with adding images, GIFs, and videos to your Messenger chatbot.

For example, if your brand voice is fun and casual and you're appealing to a younger audience, try incorporating popular reaction GIFs. If your brand is more sophisticated and luxurious, you can incorporate custom GIFs that show off how your product works, etc.

Try incorporating media like GIFs to help portray your brand identity in other ways.

It's time to brand your bot 🤖

And there you have it! Use this guide get to the heart of your brand identity, and then carry that across to your Facebook Messenger chatbot. As a result, you'll create a consistent brand experience for your audience, leading to increased trust, loyalty, sales, and success.

Of course, you don't have to work through this guide all at once. You can tackle it over a few days or weeks, and revise as necessary. Remember: Your business is like a living, breathing entity, so your brand identity can change with it over time, too. Good luck! 👏

Ready to start building your first chatbot? Sign up for your free Chatfuel account today—no code or credit cards required. Then, when you're ready for more bot users and priority support, upgrade to Pro. To get started fast, check out this tutorial on how to build your first bot in three minutes.