What’s a business without branding? And what’s a brand without personality? Not much, is the answer.
Brand copywriting is less about what you say, and more about how you say it. It’s about your business’s values, its ethos and its mission. It’s about making that connection with people, no matter where they are in the sales process, and turning them from strangers into customers, and from customers into champions of your brand.
Consumers buy from companies they trust. And how can we trust a company if we don’t feel like we know them? Brand copywriting is about building that bond with your target audience, telling them that your business is the one they want to buy from.
In a world where everyone’s trying to sell, it’s hard to stand out. Brilliant branding will help you cut through the noise and reach your audience on a human level.
Brand Copywriting FAQs
Should you outsource your brand copywriting project?
I’m a professional copywriter, so the obvious answer I’m going to give you is ‘yes’. As with any professional service, the results you’ll get from hiring someone with specialist knowledge and experience are likely to be better than anything you could’ve come up with yourself.
Specifically, though, you’ll probably want to outsource your brand copywriting project if:
- You’ve got all the facts about your business but struggle with writing about them
- Your content feels like it’s lacking something – personality, oomph, whatever you want to call it
- You’re struggling to identify the key messages in your content
- You’re having difficulty distilling your information into clear, concise copy
- Your content is hard for non-experts and people who aren’t familiar with your business to read
- You’ve added to, and amended, your content repeatedly, and need to start over
- You feel like your content is failing to build a trusting relationship with your customers
Professional brand copywriting is about making sure your content speaks to your customers and encourages them to trust your business over the competitors, while informing them about what your products or services can do for them and persuading them to take action.
What does ‘good’ brand copywriting look like?
So here I am, talking about how valuable brand copywriting is for your business, whichever industry you work in. But ‘important’ is a pretty easy word to throw around – and of course I’m going to say it’s important: it’s what I do.
Brand copywriting is about results. Content that is consistently ‘on brand’ will:
- Appeal to your ideal customer
- Encourage your prospects and customers to take action
- Build trust in your brand
- Show personality and use a distinctive voice
- Embody your company’s core values
- Create an emotional hook that your customers can relate to
- Offer real value
- Help to establish long-lasting relationships with your customers
- Improve customer satisfaction and experience
Think about it – would we trust someone who was forever changing the way they looked, spoke and acted? Imagine you meet up with a friend who’s loud and passionate about veganism only to see them tucking into a juicy steak the next day. It’s not consistent – it feels hypocritical. It doesn’t even affect us directly, but we don’t like it.
Inconsistent branding is the same. We don’t like it, we don’t trust it, and we certainly don’t want to throw our money at it.
Common problems with non-brand copywriting
So if brand copywriting is values-led, what are the problems with non-brand copywriting? How can you tell if content hasn’t been written with brand in mind?
Well, frequently, non-brand content:
- Has no discernible tone of voice
- Flits from one distinct style to another
- Leaves out key messaging
- Is needlessly wordy and complex
- Focuses on the business, not the customers
- Has no emotional hook or call to action
- Has been repeatedly changed, added to, and basically bent out of shape
Copywriting with no awareness of brand isn’t just boring, difficult and unpleasant to read – it doesn’t perform. Brand copywriting is about building a relationship with your customers, and giving them the information they want in a way that persuades them to take action – whether that’s contacting you, signing up to your mailing list, buying from you, or something else.
Do you write brand guidelines?
I do. I’ve written brand guidelines – otherwise known as ‘tone of voice guidelines’ – for loads of clients, each one totally different from the last. Find out more about brand tone of voice guidelines here.