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Brand Identity's Unsung Hero: Copywriting

By Lauren Click

Often overlooked and underutilized, copy plays a vital role in brand building and sustaining a brand identity. For a brand to not only succeed but to thrive, copy is a necessary asset and tool companies need to utilize to project their values and positively influence purchasing decisions and customer loyalty.

Discovering Your Voice

When we’re speaking person-to-person, the tone of your voice can drastically affect how a conversation is portrayed. For instance, imagine sarcastically saying “great job” to a coworker rather than using a positive, uplifting voice. Your coworker’s reaction to your compliment will drastically differ based on the tone you choose to use.

Now, when creating the voice of your brand, it’s important to keep this same ideology in mind. The voice and tone you choose to use is vital to how your audience sees you brand. Your customer is much more than just a number in a sequence, they are a person with a diverse set of feelings, emotions and thoughts – all of which can make or break a purchasing decision. Using copy to speak directly to the person on the other side of the screen can create a deeply personal connection and allows your audience to see you as a friend, not just another brand.

Creating Core Messaging

After you’ve found your voice, it’s time to develop core messaging. From the time an idea is born in an executive’s to the time the end-product is sitting in a customer’s cart, core messaging keeps your brand cohesive, consistent and effective. When developing your messaging, it’s important to keep a few things in mind:

  • What is your unique value proposition?
  • How does this proposition speak to your key benefits?
  • Can you explain who you are and what you do in two to three sentences?

By considering these questions, you can develop core messaging about your company and brand as a whole to succinctly tell any and everyone who you are.

Developing Supporting Copy Guidelines

Now comes the fun part. As a brand, you have a seemingly endless number of channels you can utilize to reach your audience including social, email, audio and print. These creative outlets give your brand a great chance to stretch your legs and try out new copy. To ensure all copy written by any member of your team still sticks to your voice and core messaging, you can develop a copy guideline cheat sheet to share among your office. This will let all of your creative minds work while making sure you’re sticking to your brand identity.

Like the Little Mermaid, you need to find your voice as soon as you can. Our team is ready to help you discover your voice, develop core messaging and create strategic guidelines that will lead your brand to the path of success. Learn how the multitude of services Ideas Collide can offer your team.