When people think about your brand, what do they think about? Are they considering the benefits that come with using your product or service or they simply can’t remember who exactly are you? Brand positioning is simply what your customers think of when they think of you.
Copywriting is your brand’s way of speaking to your customer. Your copy needs to consistently embody your brand strategy across all of your touchpoints. Copywriting is critical when it comes to brand positioning because it’s a primary vehicle for carrying your message. This is true whether we’re talking about landing pages, website content, newsletters, Press Releases or blogs.
In short, your copy is your opportunity to show who you are as a business, your brand promise, and your company’s personality. With more and more brands dominating the market, that’s the difference between standing out in the online crowd or getting lost in all the noise.
Embody your brand personality
Craft web copy that sounds like your brand. Everyone you meet has a different style of communication, and brands are no different. All of your marketing materials, from your emails to your website, must capture the essence of your brand through tone, word choice, and diction. To decide how your brand sounds, try to imagine who your brand would be as a person. Then, write to capture the speech of that character.
Is your personality regal and sophisticated, kitschy and ironic, ingenious and savvy? Depending on what it is, you will have to define how your brand copywriting will use its style guides for different contexts.
Also, if you had to describe your company in a one-sentence tweet, could you do it as well as you could in 200 words? Your copy should always feel like the same person is speaking it, with key messaging that can be summed up in one sentence or unpacked with quantifiable “reasons to believe” for more text-heavy touchpoints.
You need to lay out the best argument possible for your brand, product, or service. Your job is to convince the reader that your solution is their best chance for solving whatever problem brought you to them in the first place.
Your customers have choices. Whatever industry you’re in, chances are there is some significant competition. Your copy is a great place to differentiate yourself from the competition. It’s a way to tell your customers what makes you different than any other option they might have. When you’re able to effectively differentiate your business this way, your brand positioning improves.
Also, remember that your message should be one of strength and authority. It should convey your business as a trusted solution. There are a number of ways to do this. Word choice and language are important for conveying how you’ve helped others, and what you can do to help new customers or clients.
