What’s In A Brand? 5 Ways to Nail Brand-Worthy Copywriting

Do you need marketing content for your brand? Let’s talk about how to produce AWESOME content for it—punch lines, taglines, meme pictures for your company Facebook page, etc. There’s no doubt that coming up with engaging concepts and ideas is a struggle for many busy business owners. What can you do to effectively nail brand-worthy copywriting? Let’s take a look.

What’s In a Brand?

It’s a legitimate question. Just what is in a brand? Why should companies focus on branding successfully? Why should branding be part of your marketing strategy? Does it really make a difference?

According to US News, there are “three key ingredients to doing business online: search engine optimization, branding and web design.” Branding is important because it creates a feeling. It’s like opting to buy one brand over another at the grocery store. Take peanut butter, for example.

When you think of peanut butter, does your mind automatically recall a Gif Peanut Butter commercial and the catch phrase, “Choosey moms choose Gif?” My mom is big on brand names. According to her, Gif made the best tasting peanut butter. When I asked her why, she simply said, “Because Gif is the best.” It wasn’t until I was buying groceries on my own that I saw a sale on Peter Pan brand peanut butter and thought, Sure, I’ll try it. As it turns out, I liked the taste of Peter Pan’s peanut butter better!

Why was Jif’s peanut butter the only brand my mom ever bought? I brought the topic up one day, and here is what I discovered:

  1. My mom’s mom always bought Jif. So, my mom automatically adopted the idea that Jif was the best and never strayed. As it turned out, she had never knowingly tried any other brand of peanut butter. (Word-of-mouth advertising is obviously powerful!)
  2. Jif’s catch phrase of “Choosey moms choose Jif” was one of the main reasons my mom always watched for it on sale and bought it. Once she became a mother, it just “felt” like the right thing to do. (Brands create a warm fuzzy feeling.)
  3. I grew up in a household of limited financial means. When I asked my mom, “Why stick with a brand that costs more than others?” She replied, “I’d rather pay a little more for a brand I trust versus one that could be a complete waste of my money.” (Brands build relationships and formulate trust.)

So, what’s in a brand? EVERYTHING! US News says, “A brand is a feeling…People have relationships with brands. People relate to brands. Brands have value and personalities. Brands have human aspects.” After learning why my mom has always (and will always) purchase Gif’s peanut butter, I have to wholeheartedly agree with these facts!

Branding is what makes companies and their products successful. It’s why and how we see companies stick around generation to generation. How can you brand your business? Nailing brand-worthy copy is definitely a step in the right direction.

Learn By Example

One of the smartest ways to nail brand-worthy copywriting is to learn by example. After all, successful brands have no doubt already graduated from the School of Hard Knocks. They’ve found the methods that work, and that’s why they are leaders in their respective industries today. Learning by their example can only serve to save valuable time and money.

HubSpot published an informative piece in July of 2012 about “10 companies that totally nail copywriting.” The introduction to this article could not be better. The writer, Corey Eridon, talks about the ever infamous Old Spice Guy. You remember him, right? He was that delectable, muscular man who symbolized “The Man Your Man Could Smell Like” campaign. He had a resonating, deep voice that most of us can still hear echoing in our ears today!

Prior to the campaign, Old Spice was already a brand to be reckoned with. It’s been around for as long as a lot of us can remember, and Old Spice’s products have always been known as the “smell good” product line capable of building confidence. But the campaign that featured the Old Spice Guy was extra special. Why? As HubSpot says, “…it gave Old Spice a voice. A voice that came through in every video, commercial, tagline, Facebook update, tweet—you name it.”

And where did this voice that still resonates today come from? It can from the ingeniously creative mind of at least one copywriter somewhere! You see, copywriters have the unique ability to choose the perfect words to tell your brand’s story. They can create the ultimate voice; the voice that reflects your brand’s personality. So, just how can you nail brand-worthy copywriting? Do you have to hire a professional? Can you tackle it all on your own? Let’s take a look:

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5 Ways to Nail Brand-Worthy Copywriting

Copy is content, and content is the bread and butter of your marketing and sales campaigns. Successful copy, the kind that nails your brand and helps it grow, does all the things that US News pointed out. It:

  • Creates a strong feeling
  • Builds long lasting relationships
  • Gives people something that they can relate to
  • Offers value
  • Displays your brand’s unique personality
  • Incorporates human aspects
  • Uses a distinct voice

You can ensure your copy is brand-worthy and worthy of your brand by applying these 5 copywriting tips:

    1. Hire a professional. Don’t cringe! It simply must be said. We’re not saying that you can’t create killer, brand-worthy content all on your own. But do you have the time? Can you invest the time necessary to produce that compelling, engaging, one-of-a-kind content? Investing in a professional copywriter can save you time and money. It’s also a sure way to ensure your copy is brand-worthy. Behind every great brand stands a qualified copywriter, or two or three! Whether you know exactly what you want for copy or not, don’t be afraid of hiring a pro. Not only are they a smart business investment, but they will likely open your eyes to copywriting styles and benefits you never thought possible.
    2. Create your distinctive voice. Before you write content, before you order it, even BEFORE you brainstorm it, you must create your brand’s voice. Think of your brand’s voice as a compass. It will always point you and your customers to true north. It will directly affect the direction in which every piece of content is taken. It’s important to put time, thought and planning into your distinctive voice because it will forever represent and speak for your company. This is not to say that the voice you adopt today will not change in 5 or 10 years, but changes should be a healthy evolution versus a big bang. Changing your brand’s voice dramatically is a major marketing risk because you jeopardize losing a large portion of your audience.Old Spice provides us with a great example of creating a distinctive voice and slowly evolving. Each campaign has held the same tone, but changed based on circumstance. It’s very much like your voice and mine. We each have our basic tone, and it changes based on our circumstances. Our friends and family recognize our voice regardless of how excited, happy or serious we are. Your brand’s voice will become like a close friend or family member—a voice your audience will always recognize.
    3. Bond with your audience. Bonding with your audience is all about giving them something they can relate to. It’s like Gif Peanut Butter. “Choosey moms choose Jif.” You can bet a lot of moms and moms-to-be relate instantly to this catch phrase. It draws them in with a sense of trust, and it lays the ground work for building a strong relationship.A good example of creating a bond with your audience comes from Hipmunk. A brand based on comparison shopping, they take this familiar concept and incorporate a hilarious spin. They dig deep to connect to feelings, thus creating a strong and memorable bond with the audience. Just take a look at this image from Hubspot showing how Hipmunk describes how to use features of their website (features typically known as “Sort by Price” or “Sort by Distance”):


  1. Master the art of taglines and headlines. Fact: taglines and headlines are NOT the same. A tagline is a company or product slogan, or benefit phrase. It usually accompanies the brand name. In contrast, a headline is the main callout in a print or web advertisement. It’s the largest, and usually first, words at the top of an ad, page or post.The tagline you choose for your brand needs to be catchy. It must be memorable, and it must speak about your brand. A lot of business owners turn to their marketing staff for tagline ideas, but don’t underestimate the input of a seasoned copywriter. After all, they’re in the business of picking the perfect words.

    Headlines will continually be a part of brand-worthy copy. A headline worthy of your brand will grip the audience’s attention, making them unable to resist opening an e-mail, reading a blog or following a link. A great example of masterful headline use comes from UrbanDaddy, a free exclusive daily e-mail magazine dedicated to keeping its readership in “the know.” HubSpot reported a headline from one of their e-mails reading, “UD | A Few Ways to Look Even Handsomer.” Who wouldn’t want to look “handsomer?” And who wouldn’t want to click the e-mail open out of sheer curiosity after seeing that headline pop?

  2. Say a lot by saying a little. It’s no secret that people love value. They want to know what’s in it for them, and why they should hold your brand in higher regard than your competition. You can impart value through engaging, educational content. And that’s a great thing to do, especially now, since Google is favoring websites that take the time to create and publish editorial level quality content. However, you can masterfully wield taglines for your brand by applying this tip.Take, for example, Mozilla. They have mastered the art of saying a lot by saying a little. Just look at this screenshot of their homepage:

The Ultimate Secret to Brand-Worthy Copywriting

Are you ready for this? We’re about to reveal the ULTIMATE secret to creating brand-worthy copywriting. It’s such an obvious little thing that all too often it goes utterly unnoticed. The ultimate secret to brand-worthy copywriting is none other than one core aspect of humanity: honesty.

When I interviewed my mom about her dedication to the Gif brand of peanut butter, I asked one final question. And the answer caught me by surprise. I asked, “Mom, what is it about Gif that makes you always opt to buy it?” She shrugged her shoulders and replied, “They seem like an honest company. I like honesty. So, I continue to buy from them.”

I started thinking about some of the brands I never stray from, and I realized that each one of them gave me that warm fuzzy feeling. Each brand made me feel like I was making the best decision by buying from them. And each brand was a brand I would easily label as honest and putting my interests before their own.

Brand-worthy copywriting is all about building relationships. It’s about reaching out to your audience and connecting with them on a deep level. It’s about building things like trust and loyalty, creating a tangible connection and welcoming a brand into the fold as a dear friend or family member.

What’s in a brand? Your business success! To not invest in branding is like launching a ship into the ocean with no means of propulsion. It will flounder about with no real direction until the winds and waves eventually sink it. If you’re ready for success, invest in branding and avoid underestimating the unrivaled power of brand-worthy copywriting because it will be the sails ready to catch the wind and the engine ready to drive your ship on a true course.

  Discuss This Article

Comments: 2

  • Here’s the problem with “branding” copywriting: you can’t measure results. Nobody knows if the copy generates revenue.

    However, in direct response copywriting, we know the ROI down to the dollar.

    If you want your marketing efforts to generate warm fuzzy feelings, go the branding route. But if you want to generate cash, find a direct response copywriter.

  • Heya Scott,

    I never get the hate that a lot of direct response writers have for branding.

    Each piece of writing has its place.

    A technical piece is valuable to give important specs to someone working with complicated equipment.

    A journalistic piece is important for giving a neutral, fact-driven report of events.

    Direct response copy is valuable for turning cold traffic into sales.

    Branding copy is valuable for creating repeat customers, business longevity, and psychological connections between business and customer.

    I don’t think there’s any disagreement that the ultimate goal of any marketer is to generate ROI.

    I think it’s wisest to use every type of marketing asset available, whether it’s branding, DR, or anything else in between.

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