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How to build a brand with words

How to build a brand with words

June 23, 2014 by Guest Blogger

CopywritingMost of us are pretty clear about the importance of design when brand building, but we are often less sure about which words to choose to bring our brands to life.

But every time you put pen to paper you either engage or disengage your customers. Words matter and brands that tell their stories as well as showing them win hands down. Successful brands like Apple and Volkswagen match the words to the visuals to create a strong voice.

Content marketing and social media

Twitter, instant messaging, texts, online chat — they’re all proof of the power of words. How many times have we heard about people forming long distance relationships online, with only words at their disposal?

And think of how much information we find on the web before purchasing just about anything nowadays. Reviews, descriptions, listings and websites all contribute to our decisions to buy.

So how do you build a brand with words?

  • One way to establish the right tone of voice it to think of your brand as a person — what sort of conversations are they having?
  • Capture your audience’s attention immediately — you have about three seconds for online content and not much longer for offline, so assess your content as if it’s the first time you’ve seen it.
  • Don’t overcomplicate your message — differentiate between things you find interesting and your genuine USPs that will convince customers to buy.
  • Focus on benefits not features. Features have their place but nobody was ever driven to buy a widget because it was only 1cm wide. They were driven to buy it because its slim width is a key advantage.
  • Edit, edit and edit. Revisit and edit again — get the picture? There will be times when your message is muffled by excess wordage. So lose the waffle. Less is more.

Finally, assess your writing capabilities honestly and if writing isn’t your thing, get help. You can keep costs down by doing as much groundwork as possible, putting all the content together in one document. Most copywriters charge by the hour.

Sara Ruber is the director of creative agency Become.

Comments

Great points Sara! It's amazing that most of us think the best writers just whip out immaculate content at the first attempt. Yet, as in many other cases, perception is vastly different from reality. World renowned copywriting experts like Joseph Sugarman say that their first draft of any piece of content is indistinguishable from anyone else's work. The magic kicks in AFTER lots of polishing and editing.

Benefits, as distinct from features, are another big topic when it comes to persuasion. To briefly contribute to your point, research has found that  the most powerful type of benefit you can ever offer a potential customer is one that he or she has expressly said s/he wants. The trick is to do thorough research to have this information at hand before writing your benefit filled copy. Thanks for the information!

Musonda

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