Ever since before the rise of the Internet, branding has been a crucial way for businesses and professionals to stand out from the crowd. Those who haven’t taken up any kind of branding strategy for themselves or their business are often left struggling to be visible and grappling for customers’ attention.
So how do you position your brand for success? How do you get customers to look your way long enough to pitch a product or service? Here are a few proven ways to make sure your branding efforts start on the right track.
Don’t Just Change a Book’s Cover
To make sure your branding effort is as effective as it can be, don’t forget to go beyond appearances. Don’t just change your logo or color palette and forget to define the meat of your brand—your voice.
Your voice is conveyed by your content and by how your writing comes across in your platforms and materials.
It’s a vital part of a brand because if your voice contrasts with the message you want to get across, your content will only confuse and alienate your audience.
Once you have a concept in mind, build the visual aspects of your brand as well as your written communication around that concept. This means writing in a style that ideally encapsulates the image you’re trying to project.
If your business sells sports gear, and you are trying to get a piece of the young adult market, speak in a language that resonates with young people and that sounds natural to them.
Don’t write in your FB posts or tweets phrases like “This proprietary technology item aids in intensive training like no other.” If I read that, I would probably think the business catered to a very technical community, like mechanical engineers, rather than to young sports enthusiasts.
A better way to craft this sentence would be “Our exclusive gear is built to keep up with even the most hard-hitting training routines.” See how that sounds much better? It’s much clearer and simpler, and it doesn’t take more than a few seconds to understand what the message is about.
Ditch the Corporate Speak and Ancient Buzzwords
I don’t know if you’ve noticed this, but corporate speak has now been relegated to boardrooms and to stuffy settings where people can’t talk in normal language.
Since we’re now living in a connected age, it’s important for your brand to sound human. This makes your writing easier to understand and leaves no confusion in readers’ minds about what you’re actually trying to say.
Imagine saying “Our systems development life-cycle is very synergistic” when you only mean to say that it won’t take long to develop your app. Your readers would no doubt go insane trying to work out what you were originally trying to say.
Other buzzwords to avoid include disruptive innovation, convergence, leverage, robust, and a host of other terms that hardly have any real meaning.
The Key Thing to Remember
To recap, brand copywriting should be all about simplicity. If the meaning of what you’ve written takes more than a few seconds to register in your mind, those probably aren’t the right words to use. Writing brand copy is part art and part common sense—you have to use both or you’ll be left with copy that sounds like it’s past its due date.
As the saying goes, real intelligence is when you can make a complicated thing sound simple, not the other way around. If you know how to do this, you’re one step ahead. You’ll soon be writing brand copy that engages and connects with your target audience, no matter who that is.