What do you see when you think of branding? Logos, funky fonts or distinctive colours and shapes? Most likely. And they are all crucial to the overall brand strategy, but they are only part of the story. The other, often underrated, part is the copy.
And great copy can make all the difference to your brand and its success.
Leer más: Why is copy so important for your brand?Copy pulls all the different elements together.
It’s your brand’s voice.
It’s your brand’s personality.
It builds relationships with customers.
It gets the party started.
But too often, copy is underestimated, seen as secondary to design or digital strategy. At Brand Wise Content, we know better.
Why copy matters
Your brand is the representation of your company. Like a shop window, the visuals of logo, colour palette and imagery catch the potential customer’s eye. They’re tempted in. But once they’re there, if you cannot start a conversation, get them interested in what you have to say, they’ll soon lose interest.
This is what copy does.
It gets the convo underway. It helps you build relationships by shaping how customers see your brand. How they interact with it. Whether they become a loyal customer or a missed opportunity.
It’s all in the way your brand speaks to people – it’s your voice.
What is brand voice?
The brand voice is the unique way you speak to your audience.
It’s not just what you say but how you say it. Is your brand playful or serious? Do you want to be formal or casual in how you speak to people?
Your brand voice influences how people see you, creating an emotional connection that visuals alone can’t achieve.
Visuals catch the eye, but words captivate the mind.
Your brand voice deals not only with formality, but word choice, tone and sentence structure. These in turn convey the mood and confirm you brand’s identity and personality.
By employing a consistent brand voice, you’ll ensure you are instantly recognisable, no matter which form you use: tweet, product description, billboard, or digital ad.
Example:
Apple’s minimalist design is complemented perfectly by its clear, concise copy which always uses a full stop. Even when you think that would break the copy. It doesn’t.
More examples of copy-led campaigns
Let’s look at some other memorable brand campaigns in history which were driven by great copy.
1. Nike: «Just Do It.»
One of the most famous copy-led brandings is Nike’s «Just Do It.» Three small words which tell us all we need to know about brand: determination, athleticism, empowerment.
Their ads are big on emotional storytelling, with short copy which sums up the story. Whether it’s film or static image, the combination of imagery and copy creates the memorable and effective advert.
2. De Beers: «A Diamond Is Forever.»
Frances Gerety, the woman who wrote the De Beers tagline helped revolutionise the diamond industry. After two World Wars, diamonds had lost their sparkle for many, but those four words started a new chapter.
De Beers was not only selling diamonds, but it was also selling the idea of everlasting love. It tugged at the heartstrings – the best form of emotional storytelling.
‘A Diamond is Forever’ was named as ‘The Slogan of the Century’ by Advertising Age in 1999.
3. Specsavers: «Should’ve Gone to Specsavers.»
Humour is another way in which messages resonate with the audience. The «Should’ve Gone to Specsavers» slogan is used in countless contexts, from TV ads to memes.
Humour is also one of the hardest to get right, but when it does your brand is going to be remembered. And if you hit the nail of the humerus, the copy will cross advertising boundaries into everyday conversation.
The Art of Storytelling Through Copy
As those copy-led examples show, storytelling is at the heart of great copy.
A good story captures the audience’s imagination, taking them along with you. Tap their pain point in a relatable way and you humanise your brand.
Take a look at Slack, the workplace messaging tool. Its copy focuses on the value it brings to users: fewer emails, more productivity, and better communication all in a friendly and clear way.
Slack’s copy tells a story of a better way to work. This gets to the heart of the matter, who doesn’t want a more efficient business?
The Copywriter’s Role
We’ve seen how the copy itself works, but what about the people behind the words?
A lot of people think copywriters are just there to whip up a bit of content—blogs, social posts, that sort of thing. But there’s a lot more to it. At Brand Wise Content, our copywriters are involved at every stage of brand development, from defining your brand’s position and messaging to creating the UX copy that helps customers navigate your site.
Good copywriters are more than just writers; they’re strategists, thinkers, and problem solvers. They understand that every word counts and your brand’s voice needs to be consistent across every touchpoint, from the product packaging right through to the customer service scripts. They’re not just writing; they’re helping to shape how your brand is seen in the marketplace.
And that is why you need a professional copywriter.
Many companies take the “anyone can write, right?” approach. But there’s a big difference between writing and writing well. Just as you’d hire a graphic designer to create a visually appealing logo or a web developer to build a user-friendly website, you should hire a copywriter to craft compelling messages that resonate with your audience.
Copywriters have a special skill. They know how to use words to
- sell,
- compel,
- convert.
They know how to match a brand’s voice and not deviate from it. In short, they turn your brand’s message into a conversation with your audience.
Make Copy a Priority
In branding, copy is more than an accessory, it’s a necessity.
It’s the voice of your brand, the conversation starter, and the relationship builder. Without it, your brand may look good, but it won’t speak to your audience in a way that truly connects.
Ready to give your brand a boost?
So, the next time you’re planning a brand campaign or thinking about how to boost your business, remember this: words matter.
At Brand Wise Content, we’re here to help you find your voice, tell your story, and connect with your audience. And make an impact.