Writing for your Brand

Getting your brand right is critical for your business – you know that, or you wouldn’t be here – and once you’ve got it, that’s a big piece of the business puzzle sorted. You’ve found that perfect blend of values and imagery (hopefully working with a tremendous designer along the way!), that epitomise all you are and all you want to be, and it feels great. And now, you’ve got to maintain it.

Consistency is crucial to the future success of your brand. You need to make sure that everything you communicate from your business carries the same message, positively reinforcing what you want your brand to be about, at every opportunity – and not just in what you’re saying. You need a comprehensive communications plan that underpins your new brand: one that will attract the new customers, and keep the old ones loyal.

It sounds pretty daunting – but it doesn’t need to be. All it means, is that you need to decide a few things about how you’re going to communicate with your customers and stakeholders as a business. Are you a strictly self-promotion business, or do you want to start issuing press releases to media outlets? Do you want to advertise online – if so, where, and how? Do you want to make social media the focus of your communication plans? Do you want to start blogging?

Then there’s tone. Are you going to be chatty, or strike a more formal note? Are you planning to mix some personal stuff into your social media posts – as a lot of smaller organisations choose to do – to show your human side, or is it going to be strictly business?

Whatever direction you choose to take, you have got to be consistent with it. Customers will start getting used to seeing you and hearing from you in a certain way, at a certain frequency and regularity – deviate from what they’re used to, and they will get confused. They’ll be unsure where to “file” you – and whether to buy from you.

What happens if you don’t have time to write? Rebecca can help…

But it all takes time. Producing all of the plans, and then all of the words, takes time that many people – especially in SMEs – don’t have to spare. This is where a copywriter can help.

“But why?” you may ask. You know your business best, and you know what you want to achieve with a particular piece of writing. Why would you pay someone else to do it for you, when all you need to do is knuckle down and get on with it?

The simplest answer to that question, is that writing is their business. Copywriters get up in the morning prepared for a day of writing. The chances are that your business is completely different. Of course getting the right words on your website is essential for sales, but let’s be honest: rewriting your website is unlikely to be top of your list of jobs for the week. Then there’s the blogging – you know you ought to do it regularly, and you may even enjoy it, but getting orders fulfilled and chasing payments take priority. Prioritising time to write for your business, over time that could be ploughed into making money, is easier said than done.

There are a few more reasons to have one of us around, though.

1 – We don’t know your business like you do

This sounds like a bad thing, in principle – but it really can be so difficult to write about your own business, whether it’s on your website, in a magazine advert, or on your social media pages. Distilling everything that is amazing about what you do, and what you offer, down to a few short sentences that need to grab your ideal customers’ attention and keep it, can be a huge challenge. You’re too close. How do you begin to decide on what to leave out, what to emphasise, how to phrase it succinctly?

A good copywriter will get to know your business, of course – but not in the same way you do. We get to know it not just from your perspective, but from your customers’ point of view, as well – and we can then combine what you want to say, with what your ideal customers want to read.

2 – We are voice chameleons

Good copywriters change their tone for every client. In getting to know your business, we listen for how you describe it, the phrases and particular words you use, and how you talk about your ideal customer – and then we can create what you need to write, as if you were writing it yourself. We tune into how chatty or how formal you like to be, and replicate it.

We can also change what we’re saying depending on the medium. How you describe your business on your website needs to be done completely differently in a half-page advert, to have the best impact. You’ve invested in these promotion platforms, and you need to give them the best chance of returning that investment. Cutting and pasting the same words into everything you publish is unlikely to produce the best results across the spectrum.

3 – Copywriters can help you write, too

You don’t always have to commission swathes of text when you approach a copywriter. Many offer a consultation service, to talk about your business and what you need to say about it, and help you to frame your ideas, even answering some of those questions from earlier.

Back up that huge investment of time and effort that you’ve put into your brand, by keeping your communications consistent. And if you can find yourself a copywriter – one you know you can trust to get it right, because they can “chameleon” into your voice at the drop of a hat – it’s done. Words in place, blog published, advertising deadline met; and you get to dedicate your time to doing what you went into business to do.

Hope you’ve enjoyed reading this guest blog from Rebecca, look out for more guest blogs from some of my other lovely associates soon!

A little more about Rebecca

Rebecca started her own copywriting and website creation business, RLC Words, after 20 years of writing for other people. Now she makes words work for small to medium businesses, first consulting with them about what they need, and either doing it for them, or helping them do it themselves. She blogs weekly on her website about having a small business, writing, and life with a young family, with a few posts about women’s issues thrown in there as well.

RLC Words Website

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