Brand consistency can increase your revenue by up to 20%.
Yet, brand copywriting is one of the most underrated types of copywriting, with 77% of brands pushing out off-brand content…
…which means that prioritizing brand copywriting in your business can give you an edge over competitors.
The truth is, brand messaging is the foundation on which all successful businesses are built.
In this post, I’ll explain what brand copywriting is, how copywriting helps in developing brand identity, and how to be really good at it. Let’s dive in!
What Is Brand Copywriting and How to Do It
What Is Brand Copywriting?
Brand copywriting is a type of marketing copywriting that captures your brand personality and builds an emotional connection with your audience. It’s typically story-driven and focused on humanizing your brand and increasing brand awareness.
Examples of brand copywriting include taglines, brand names, and slogans. But the difference between branding copy and other types of copywriting is that it doesn’t focus on just ONE thing.
Brand copywriting’s goal is to create engaging and coherent messaging for ALL of your marketing channels, from website copy to social media.
It goes beyond writing a tagline —
It’s about crafting a FEELING around your brand that makes it stand out from all the other businesses in your niche.
Nike is a good example of this.
They sell athletic apparel – just like dozens or even hundreds businesses out there — but inspiring brand messaging like “Just Do It” and “if you have a body, you’re an athlete” is the reason why they’re one of the most recognizable brands in the world.
The bottom line is:
Consumers want to build personal relationships with brands that they buy from.
According to research, 65% of consumers say that brand voice helps them build an emotional connection to the company.
A survey by Motista showed that customers who have an emotional connection with a brand have three times higher lifetime value and will likely recommend the company at a rate of 71%, instead of the average 45%.
There are dozens of statistics like this out there, but the heart of the matter is this —
People don’t buy from businesses. They buy from their best friend.
And creating an engaging and consistent core messaging and tone of voice is how your brand can become one.
Brand Copywriting Tips
Do Your Research
One of the first — and the most important — steps you can take to start building your brand messaging is to research your target audience.
Who are you going to be speaking to?
Are you going to target business owners at the beginning stages of their entrepreneurial journey? Established brands? A particular niche?
Intimately getting to know your target audience is key to crafting brand messaging that converts.
Some of the things you can do include:
- Sending surveys to your email list
- Conducting interviews with your clients, customers, or leads
- Gathering insights from groups and forums your target audience frequents
If you want to write good copy, it’s not enough to just be “good with words.” You also have to be good at listening so you know how to position your products or services.
Don’t Make It All About You
A common mistake some business owners make is crafting brand messaging that is centered exclusively on their brand.
For your copy to resonate with your audience, your target clients or customers have to be able to see pieces of themselves in it.
Whether you’re sharing the origin story of your brand or writing your founder’s bio, think about how what you’re saying relates to their lives, problems, and desires…
…and show how your brand can make their lives better.
Create a Comprehensive Brand Messaging Document
Your brand messaging guidelines shouldn’t exist only in your head.
Outlining all of your core messaging basics and compiling them into a comprehensive brand messaging document is an important step to ensuring that all of your creative copywriting, from sales pages to blog posts, is consistently on-brand.
Here are some things that your brand messaging document can include:
- Mission statement
- Brand values
- Unique value proposition
- Brand stories
- Brand tone and language
Documenting brand messaging is incredibly important especially when you have a team. This way, it’ll be easier for your team members to stay on brand across different channels.
Only 30% of companies enforce their brand guidelines. Creating a consistent brand identity will give your business a competitive edge and make it stand out.
Ready to Start Crafting Your Brand Story?
Crafting a unique brand story is an important part of brand copywriting.
However, it can be easier said than done.
If you’re confused on how to get started, take this quiz to find out your unique storytelling style!