Writing branded copy is definitely not an easy task. You have to balance consistency, values, tone, creativity, messaging—and that only scratches the surface. But when done right, copy can do wonders for a business’s reputation, profit, talent retention, and more!
You’ve probably been on the consumer end of branded copy many times in your life. Think about it. Can you remember any copy for your favorite companies or brands you’ve seen recently? Maybe you looked up Liberty Mutual for insurance rates because you want to “Only pay for what you need.” Or perhaps you just purchased a Microsoft product for your business because you want to “Be what’s next.”
If you’re trying to brainstorm your own branded copy writing for products or services, studying brands with great copywriting is an excellent place to start. And with the right B2C and B2B copywriting tools and tips (and lots of practice), you’ll be well on your way to creating copy that resonates with your own audience.
What Does Copy Mean in Branding?
“Copy” in general refers to any written content, and branded copy primarily focuses on selling a brand. This copy should serve a similar purpose to your logo—both should instantly make your customers think of your business, what your business does, and how your business makes them feel.
Why Is Brand Copywriting Important?
Brand copywriting is what makes your business stick in the subconscious of your customers. It appeals to your audience on an emotional and logical level, and it’s less about making the sale and more about the human value you bring to the table.
Consider these brand copywriting examples on the front page of the Zoom website. You can immediately see what value Zoom brings to the table. They aren’t just a video conferencing system—they are “enabling the hybrid workforce.” If you continue browsing their website, you’ll see more copy like “Modernize your meeting solution” or “Confidently work from home.” And this copy must be working, as Zoom has become the number one solution for video conferencing.
This is why copywriting is so important. When your customer has a pain point you can solve, you want to be the first business they think of, and well-written copy is an excellent way to do that.
How to Write Brand Copy
Well-written brand copy should capture your target audience’s attention and secure their loyalty. All copywriters have their own unique process for accomplishing this, but these six tips are handy to keep in mind, no matter your approach.
- Start with a thesis statement. Thesis statements aren’t just for school—they are the foundation of writing brand copy. Your thesis statement should capture who you are, what you offer, and what you stand for. Any brand copy you write should be able to connect back to your thesis statement.
- Pinpoint the problem. Most things we buy usually solve a problem. We buy coats to stay warm in the winter, we buy office software to streamline our workflows, we buy that fancy piece of art hanging on the wall to lift our spirits—you get the idea. What problem does your business solve? Demonstrate that problem in an empathetic way while offering intelligent solutions throughout your copy.
- Identify who you’re writing for. The audience for a back office management software is going to look very different from the audience for a new makeup line. When you write copy, speak directly to the person who needs your services or products. Be sure to use a voice and tone that will connect with your audience and help them understand your offerings.
- Show them the money! Reviews are sometimes the best way to show your value to potential customers. Can you remember the last time you bought something without checking the reviews? We like to know what the people before us experienced—if it wasn’t good, we run, but if customers can’t get enough, we want in. Some of the best copywriting ads for branding incorporate customer testimonials to let people know they don’t just have to take your word for it.
- Shorter is usually better. Our memories tend to retain more when we receive bite-sized chunks of information versus long, run-on sentences. Think of phone numbers, for example. We usually share phone numbers in chunks rather than all 10 digits at once, and most everyone would agree it’s easier to remember that way. The same idea applies to your copy. Don’t let your sentences get too long, and break up your copy into manageable pieces throughout your website.
- Never compromise your values. When writing any copy, ensure it aligns with what you stand for as a company. Bring integrity and authenticity to every encounter with your customers, from emails to ads to blogs to landing pages. Ask yourself what you believe in, and be transparent about this with your audience. You’ll find it’s easier to connect with customers when you discover mutual principles.
Bonus Tip for Brand Copywriting: Use Slice!
Writing brand copy can get chaotic. You’ll need it for your website, social media, newsletters, white papers, press releases, paid ads, scripted content—anywhere the written word will represent your business. Wouldn’t it be nice to keep all your copy, research, and collaborative notes in one place?
That’s exactly what Slice is—the world’s first writer-focused writing platform that organizes the creative process. With Slice, you won’t have to waste time:
- Getting lost in dozens of internet tabs looking for that perfect quote you read 30 minutes ago.
- Searching for that valuable feedback from coworkers because it’s scattered across a ton of emails and text messages.
- Managing your copy schedule and to do list in one app while creating your copy in a totally different app.
- Flipping between all your research, writing, and notes screens multiple times before you can put together a cohesive thought.
As a focus-first software for business writing, Slice solves these problems by providing:
- A web clipper to grab articles while you browse
- Real-time collaborative capabilities
- Project management workflows
- Panes that allow you to write and research side-by-side