How does a brand create a first and lasting impression that resonates with consumers? Expert in branding, design and innovation, director of Liquid Agency Marty Neumeier describes brand as “what people say about you after you’ve left the room.”
Not just a logo and a website, but an experience created through transcending visuals and supporting copy that isn’t conflictive, flowery jargon but a voice that communicates with consumers and builds brand loyalty. Are you using copy effectively for brand and marketing?
Content marketing gets three times more leads than paid search
(Content Marketing Institute, 2017)
People often overlook and undervalue the art of generating copy that: is open to interpretation but engaging, isn’t overly complex and represents your brand relevantly and alluringly. Crafting cutting-edge copy in a world where digital content is saturated is difficult. When brand names are already taken, when businesses have done it already when everyone sat behind a computer monitor is a blogger, the struggle for stand-out content that is subtle, effective and original is real.
Be heard amongst the noise, but don’t be too loud; check out our pointers below, on how to compliment excellent graphic design with stimulating copy.
Make a statement with your brand name
A common misconception for businesses is that a brand name should be self-explanatory, likeable and in common, everyday usage. This is not the case. Contrastingly, it should reflect your business’ values and catch attention.
Nothing too outlandish, but, think outside the box
Identify your basic brand values and reflect these in your tone of voice and identity, metaphorically. For instance, if your products often contain audacious prints or convey ‘loud’ messaging, similarly make your brand-name, controversial and attention-grabbing. Additionally, for inspiration, seek out similar brands and see what they’re using – approach the process from a different angle to differentiate from the competition. Be creative; nose-dive in dictionaries to explore relevant word origins and cleverly infuse semantics together to create quirky acronyms.
Less is more
With powerful graphic design, your job as a copywriter should be to complement visuals with selective language. Identify what needs expanding on only, often contributing nothing at all is equally as effective. Be concise and avoid overkill; lengthy sentencing and extraneous messaging can dilute the content. So, don’t spell it out for consumers; identify your target audience and influence them to explore further. With the growing rates in webrooming, it is clear that consumers are researching before purchasing a product whether in-store or online. With this considered, you needn’t contain every statistic concerning your product (when pushing out a blog post, or printed marketing material) as evidence suggests, consumers are more than happy to probe into a brand or service online before purchasing goods. This approach helps to keep your tone of voice less formal via online communications and also grabs a user’s attention for when they discover your impressive feats independently.
Ensure brand voice is consistent and timeless
Altering a brand name, re-jigging it completely, can ruin brand equity. When devising communications, social posts, web content, ensure it reflects your brand in the present, past and future presence. By writing and appealing to current trends, your tone of voice/branding can quickly become outdated. Moreover, if your business has multiple companies involved, that each have their own websites / social pages, ensure your branding is in sync throughout – each platform must exhibit the same tone of voice/identity, so that all brand representatives (in-house writers, web-content providers, salespersons) are all on the same page. Conflicting messaging across platforms can be detrimental to a business; consumers becoming disloyal, untrustworthy and opting to shop elsewhere. This can be implemented effectively through a Tone of Voice guide. Similar to a graphics brochure, a Tone of Voice guide can be distributed amongst all writers across all businesses to maintain a style of copy that is consistent throughout.