Beyond The Logo: Writing With Personality
Quick, what comes to mind when you hear the word branding?
Logos. Colors. Design.
Yep, those are the usual suspects. And all correct answers.
But your entire brand can’t be limited to what a designer creates. It’s important to think beyond the logo. Beyond color palettes. Beyond package design. There’s a whole other end of the seesaw that keeps your brand in balance.
Words.
Copywriting is often the relegated sidekick, but the reality is the words you choose set the tone and solidify your personality.
Words shape your brand, which is your company's most valuable asset.
Website copy, emails, and ebooks are all significant examples with obvious benefits.
However, even microcopy reinforces your brand. Want a few examples? We’re glad you asked.
Examples of Brand Copywriting In The Wild
Great writing is everywhere…if you look for it.
Footer Text: Add your brand tagline for frequent exposure
Footers are often a dumping ground for stale but necessary copy.
But goodr understands that all digital real estate is valuable. With a single sentence, they communicate that you can expect fun without the fluff.
404 Page: Use copy to guide your users on their journey
Your 404 page is the last page you want someone to see. But it happens. And when it does, you can make the most of it.
Nelson Global takes the opportunity to reinforce how far its services and solutions stretch.
App Store Updates: Engage your audience with storytelling
No one has ever described app updates as an engaging read.
However, even that script can be flipped. Rather than sticking to generic improvements and bug fixes, Slack reinforces its commitment to communication and ease of use.
Product Labels: Give your audience something worth reading
It’s not all digital. Product labels are tangible extensions of your brand.
Vitamin Water shows that they’re a playful company that is also serious about health.
How To Get Started With Brand Copywriting
Now that you’re inspired to breathe new life into your copy, it’s tempting to dive in headfirst.
Hold on.
Before expending time and creativity, make sure to follow the ground rules:
1. Know Your Brand
This is foundational. You can’t write like yourself if you don’t know who you are. Developing a brand takes time along with plenty of introspection. Trust us, we’re speaking from experience. But putting in the work now pays dividends later.
2. Be Authentic
After reading the zany examples above, it can be tempting to steer in that direction. After all, it’s fun. But things that are fun or trendy should never trump your brand. That comes across as inauthentic. The best branding advice is also the best dating advice. Be yourself.
3. Stay Consistent
You don’t want to change personalities from platform to platform. That’s a recipe for whiplash. This can be especially challenging with big or divided teams. To avoid this, make sure you have an editorial process in place. Maintaining the brand is even more important than catching typos.
You can dive even deeper into branding by reading a few of our favorite case studies:
Ready To Take Your Brand Copywriting To The Next Level?
Talk to Reusser about your brand.
We’ll guide you through an interactive workshop that helps uncover the key components of your brand including your mission statement, your core values, and so much more.