Hello! Welcome to the first lesson in our module, "Narrative Voice and Point of View."
In our previous lessons, we focused on building the central characters of a brand story: the customer as the hero and the brand as the guide or mentor. We established that a brand needs a 'brand persona'—a distinct personality and set of values—to connect authentically with its audience.
Today, we address a foundational concept you highlighted as an area of interest: point of view (POV). Our learning outcome is to differentiate between first-person, second-person, and third-person points of view. This is the "how" of storytelling—the perspective from which the story is told. Choosing a POV is one of the most fundamental decisions you make as a storyteller, as it defines the relationship between the narrator (your brand) and the audience.
1. The Narrator's Lens: Defining Point of View
Think of point of view as the camera lens through which your audience experiences the story. Is the camera held by a character, showing only what they see and think? Is it pointed directly at the audience member, making them part of the action? Or is it positioned at a distance, observing events from the outside?
The pronouns used in a narrative are the clearest signal of its point of view. This simple chart provides an excellent at-a-glance summary.
To see these perspectives in action, let's watch a short, clear explanation.
First person vs. Second person vs. Third person - Rebekah Bergman
The TED-Ed video 'First person vs. Second person vs. Third person' by Rebekah Bergman uses the familiar tale of Rapunzel to brilliantly illustrate how a story can transform completely just by changing the narrator's perspective.
Please watch from 00:46 to 02:18. Pay close attention to how the same event—the prince climbing Rapunzel's hair—is described differently from each point of view.
As the video shows, each POV establishes a different relationship with the reader and the story's events:
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First Person (I, We): The narrator is a participant in the story. We see the world through their eyes and have access to their direct thoughts and feelings. This creates a sense of intimacy and personal experience.
- Pronouns: I, me, my, we, us, our.
- Example from video: "The tail end of Rapunzel’s locks plopped down at my feet. I grabbed on and began to climb…"
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Second Person (You): The narrator speaks directly to the reader, making the reader a character in the story. This is an immersive and often commanding perspective.
- Pronouns: You, your.
- Example from video: "He calls your name. He wants you to let your hair down."
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Third Person (He, She, It, They): The narrator is an observer, telling a story about other people. This creates a sense of distance and objectivity, as if we are watching events unfold from the outside.
- Pronouns: He, she, it, they, them, their.
- Example from video: "Rapunzel unbraided her hair and slung it out the window. The prince climbed her tresses into the tower."
2. A Deeper Dive: Nuances in Perspective
While the pronoun test is the quickest way to identify POV, each perspective has creative nuances that writers have explored for centuries. Your background in literature will give you an appreciation for how these choices shape a narrative's texture.
Let's explore some of these nuances, including the common variations within the third-person perspective.
ALL Writing Perspectives (Including 4th Person) With Examples | Writers Start Here
The channel Writing Theory offers a more detailed look at each perspective in 'ALL Writing Perspectives... With Examples,' using well-known literary works to illustrate their effects.
Please watch the segments for each point of view: First Person (01:19 - 02:50): Note the discussion on how this POV creates a close connection but limits the reader to one character's knowledge. Second Person (04:48 - 06:15): Focus on how this unusual POV makes the reader a character and can create an unsettling or direct feeling. Third Person (08:53 - 12:55): Pay attention to the breakdown of third person into omniscient (all-knowing narrator) and limited (narrator sticks to one character's perspective).
As discussed in the videos, third-person POV has two important sub-types that determine how much information the narrator can share:
- Third-Person Limited: The narrator tells the story from the perspective of one specific character. We only know what that character knows, thinks, and feels. This is very common in modern fiction as it combines the objectivity of third-person with the intimacy of a single perspective.
- Third-Person Omniscient: The narrator is "all-knowing." They can dip into the minds of any character, reveal secrets that no single character knows, and comment on the action from a god-like vantage point. This was more common in classic literature (e.g., works by Tolstoy or Austen).
Test your understanding!
Identify the point of view (First, Second, or Third) in each of the following sentences. For third-person, also specify if it's likely Limited or Omniscient.
- "He wondered what she was thinking, but her face was unreadable. All he knew was that he had to get the package to the city before dawn."
- "To get the best results, you should apply the cream to your face and neck after cleansing."
- "We arrived at the summit just as the sun began to rise, exhausted but triumphant."
- "She felt a surge of panic, while across the room, he smiled, knowing his plan was working perfectly."
Show answer
- Third-Person Limited. The narration follows "he" and is restricted to his thoughts and knowledge ("He wondered...", "All he knew...").
- Second-Person. The narrator is addressing the reader directly using "you" and "your."
- First-Person. The narrator is part of the group, using the pronoun "We."
- Third-Person Omniscient. The narrator knows the internal feelings of two different characters in the same scene ("She felt a surge of panic...", "he smiled, knowing...").
3. Point of View in Branding and Copywriting
Now, let's connect this literary concept to your goal: storytelling in branding. The POV you choose for your marketing copy dramatically affects how your audience perceives your brand.
Why Point-Of-View Matters in Content Writing
The article 'Why Point-Of-View Matters in Content Writing' from Brafton is an excellent resource that translates these narrative concepts directly into the world of marketing. It provides clear definitions and examples for a branding context.
Please read the first major section, 'Understanding First-Person, Second-Person and Third-Person POV.' For each POV, focus on the definition and the specific business example provided.
As the article demonstrates, each POV serves a distinct strategic purpose in branding:
| Point of View | Pronouns | Primary Use in Branding | Effect |
|---|---|---|---|
| First-Person | We, Our, Us | Brand Storytelling. "About Us" pages, founder stories, mission statements. | Humanizes the brand, making it seem more personable and approachable. Builds trust through a direct voice. |
| Second-Person | You, Your | Direct-to-Customer Copy. Website copy, calls-to-action, emails, social media posts. | Customer-centric and conversational. Makes the reader feel seen and directly addressed, creating engagement. |
| Third-Person | They, It, The company | Building Authority. Press releases, case studies, news articles, objective reports. | Creates an air of formality, objectivity, and expertise. Positions the brand or its subjects as worthy of observation. |
Let's look at one final resource that summarizes these ideas with a pros-and-cons approach for copywriting.
Copywriting 101: First, Second & Third Person Point Of View
The blog post 'Copywriting 101' by Nicole C.W. offers a concise summary of the strengths and weaknesses of each POV in a marketing context.
Quickly read the sections titled 'First Person,' 'Second Person,' and 'Third Person.' Focus on the 'Pros' and 'Cons' listed for each to understand the strategic trade-offs.
The most effective brand communication often mixes these points of view. For example, a company blog post might use second-person ("Here's how you can solve this problem...") and first-person ("...using a technique we developed..."). The key is to be consistent and intentional, a topic we'll explore more in future lessons.
Conclusion
In this lesson, we have demystified the technical concept of point of view. You can now confidently differentiate between the three main perspectives that shape every story, from classic literature to a modern Instagram ad.
Key Takeaways:
- Point of View is the perspective from which a story is told, easily identified by its core pronouns.
- First-Person (I/We) places the narrator inside the story, creating intimacy. In branding, it gives the company a human voice.
- Second-Person (You) makes the reader a character, creating a direct and conversational tone. It is the workhorse of modern marketing copy.
- Third-Person (He/She/They) positions the narrator as an outside observer, creating objectivity and authority. It is ideal for case studies, testimonials, and formal reports.
Preview of the Next Lesson:
Now that you can identify what these points of view are, our next lesson will focus on why and how to use them strategically. We will analyze how each point of view can be used in branding to deliberately shape audience perception, build empathy, and strengthen the connection between the customer and the brand.