The secret power of great brand copy

 

 

Here’s what I know.

Great brand copy is not a commodity. It’s a conductor.

It gives life to the instruments of your brand and gets them playing together in harmony. Once you compose the language of your brand everything starts to sing in harmony.  Your message, visual identity and vocabulary come together in a persuasive arrangement that your audience will instinctively tune into.  It’s really powerful stuff.

So why is brand copy so often an afterthought when it should be right up-front in the driving seat?

In recent years we have all become a leeedle bit obsessed with the visuals. I blame social media, and the pressure to create every increasing volumes of images to feed the monster. Visual identities have to grab attention in a split second, and are being unnecessarily revamped every twenty four months, flooding our feeds with more logos that all look the same.

I admit, turning your attention to brand copy can feel like taking your eye off the ball when you are constantly distracted by the eye-candy of a pantone palette or a deliciously sensual font.  But brand copy is the ball, and is a smart way to gain significant competitive advantage while your competitors do yet another visual identity refresh.

 

Try telling the world about your brand without words. Or even briefing a graphic designer.  Tricky.

 

Words are absolutely fundamental to branding and always the best place to start if you feel your brand needs work. Because until you can articulate your point of difference, what you do and don’t stand for, and who your customers are, everything else will be built on sand.

I know that deep down you know this stuff.

But it can be hard to do, and it feels like so much more fun to make a moodboard on pinterest.

By all means go ahead and make that board, and use it to help you write about your brand. Nail down your brand voice and vocabulary in the same way you would choose your font. Then write about your business so that your customers can get excited with you.

Great copy becomes the conductor of your brand. Great copy lets you speak about your brand with clarity and confidence.  No waffle.

Conversations with clients flow effortlessly.

Your website will be punchy and gratifying for visitors to explore.

And you’ll never be lost for words on social media again. You’ll know exactly what to say.

 

Crucially, you’ll also be equipped to effectively brief your graphic designer or photographer on visuals for your brand.

 

So often I see brands produce great-looking visual identities that could in fact belong to any brand.  To do something truly distinctive that you can fully own, you need to be able to explain what makes you special.  In words.  Horse before cart.

Great copy will do so much more for you than fill space on your website.  It will uplift you, enlighten you and liberate you from waffle. It will let you perform your own brand symphony.

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