What Is Real Brand Copywriting and Why Should You Care?

Hey beauties, today we’re talking about real brand copywriting. We’re diving deeper than taglines, slogans, and website copy, so consider this a reminder when searching for a brand copywriter.

So, why is brand copy important?

Brand copy creates your verbal identity, and it’s just as important if not more important than your visual identity. Your verbal identity is a powerful and essential component that shapes the way you communicate with your audience.

Some elements include:

• Tone of voice
• Messaging
• Brand storytelling
• Jargon
• Language style

So, let’s dive into it.

Tone of Voice

A strong verbal brand identity has a distinct and consistent voice across all communication channels (think social media, email, and of course, on your website!).

Just like in real-life conversations, your tone of voice reflects your brand's personality, whether that’s friendly, formal, or casual, creating a unique emotional connection with your audience. What makes it unique? Because it can’t be replicated.

Consumers know they can only get this kind of experience from you.

Messaging and Brand Storytelling

When a user lands on your website homepage, one of the first things they’re going to do is click on your About page. Why? Because they need to know who you are and why you’re here. Your About page is the perfect place to convey your brand’s core values, brand history, mission and purpose, all of that good stuff.

What’s your story and why should we care? Think TOMS.

The more it stands for something, the better. Once you’ve established your why, carry it throughout every touchpoint to keep your messaging consistent.

Jargon and Language

Jargon and language style include words and phrases that speak to your target audience. For example, the language style you use when speaking to a Gen X audience will be vastly different than Gen Z.

Be mindful and keep technical jargon to a minimum no matter what industry you’re in. If users (of any age) can’t understand what you’re trying to say at first glance, they’ll leave and find an easier source.

The key to a successful verbal brand identity is consistency, allowing your brand to speak clearly and authentically to create a strong and memorable connection with your consumers.

Remember, that memorable connection is how you stay relevant in an ever-changing market. Staying relevant means staying in business.

What is Brand Copywriting?

Brand copywriting is the strategic use of words to depict your brand's personality, values, and differentiators. It’s tailored to your business needs, your audience, and your marketing goals.

Brand copywriting creates persuasive messages that leave a lasting impression on your target buyers. It’s much more than stringing random words together, brand copywriting evokes emotions (hopefully positive), builds trust (so they keep coming back), and drives action (so you get the conversions you need).

That brings us to brand copywriting.

Key Functions of Brand Copywriting

Establishing Brand Identity

Brand copywriting defines your internal and external verbal brand identity. Put simply, your internal identity speaks to your employees and your external identity attracts your ideal audience.

Imagine you’re creating a big pot of soup to create a solid verbal brand identity. Your mission statement, purpose, values, taglines, website copy, and marketing copy are the ingredients. Without all of the ingredients, people will forget the taste of your soup, rendering your hard work useless.

The Benefits of a Strong Internal Verbal Brand Identity

Did you know that clearly and concisely defining your values, mission statement, and purpose can help create a stable, meaningful culture for your employees? Effective internal brand messaging can create a high-performance culture. It’s a compass that aligns employees with your brand’s mission, values, and goals.

A recognizable and memorable internal brand message fosters a sense of purpose and belonging (meaning you get a return on your hiring investment).

When employees understand and resonate with your brand's core values, they’re more likely to feel motivated, engaged, and committed. This alignment creates a shared understanding of your company's vision and encourages a collaborative environment.

Positive, memorable internal brand messaging acts as a guiding light, leading to enhanced productivity, innovation, and a cohesive team that strives towards achieving your organization's objectives.

The Benefits of a Strong External Verbal Brand Identity

External brand messaging is your main means of communication between your brand and your target audience. This messaging is outward-facing (hence external) and communicates your values, differentiators, and identity to the world.

A carefully crafted external brand message informs potential customers about your products or services and creates a specific emotional connection unique to your brand, meaning your audience can’t get it anywhere else.

Consistency in external brand messaging builds brand recognition and trust, increasing customer loyalty because customers usually want to stay with brands they know.

An effective external brand message will speak to your target audience, address their needs, aspirations, and pain points, and, as a result, influence their purchasing decisions.

External brand messaging is a powerful tool for shaping the perception of your brand, influencing public opinion, and creating positive relationships with your customers.

Connecting with Your Audience

What does it mean to connect with your audience?

Like we said, one of the main objectives of brand copywriting is to create an emotional connection with your target audience. By understanding their needs, desires, and pain points, copywriters tailor messages that resonate on a personal level.

By now you know that brand copywriting allows your brand to communicate with your target audience. By carefully selecting specific words, crafting engaging stories, and adopting a tone that mirrors the audience's specific demographics and psychographics (attitudes, values, and hobbies), brand copywriting transforms a brand's message into a relatable story that places your customer at the center of everything you do.

For example, in the beauty and wellness world, buyers are looking to simplify their skincare routines and maintain their mental health through practical routines. Your marketing messaging would specifically advertise your products as the answer to these concerns.

This tailored approach attracts attention and fosters a sense of understanding and connection. Your brand is a guide and brand copywriting bridges the gap between your brand and your consumer.

Conveying Value Propositions–AKA Why You’re Different

Effective brand copywriting expresses your brand's value.

In a competitive market, differentiation, (what sets your brand apart) can significantly impact your brand's success.

Differentiation carves your unique identity, emphasizing your distinctive traits, values, and offerings. This individuality helps attract new customers and builds loyalty among your existing base.

By highlighting what sets your brand apart, you’ll communicate your value, whether that’s innovative benefits, exceptional customer service, or affordability.

Differentiation ensures your brand's relevance and positions you as a preferred choice, growth, and resilience among competitors.

Driving Conversions

Brand copywriting is a persuasive tool. Whether it's through website content, product descriptions, or marketing materials, clear and understandable copy has the power to guide your audience toward specific actions such as:

• Buying a product
• Adding a product to their cart
• Signing up for an account
• Clicking a call-to-action (CTA)
• Filling out a contact form
• Requesting a quote
• Signing up for a newsletter
• Sharing on social media
• Requesting a demo

and more.

A clear message creates a sense of urgency and compels users to engage, click, subscribe, or purchase. Brand copywriting is vital in the conversion funnel, changing casual interest into measurable customer action.

Brand copywriting is a crucial element of your marketing strategy. It connects your brand with your audience, shapes positive perceptions, and drives meaningful interactions.

By investing in brand copywriting, you're crafting an experience that creates a valuable space in their minds.