Have you ever had an advertising jingle stuck in your head that you can’t get a shake? What about a favorite Super Bowl commercial? It’s no secret that advertising and marketing play a major role in our daily lives. This is especially so when it comes to brands we know and love.
When it comes to your brand, there are a variety of ways to make advertising work for you, particularly in terms of copywriting and brand voice. In this article, we’ll break down why developing a brand voice and copywriting strategy can be key assets to your brand’s success.
What is Brand Voice and Copywriting?
Before we dive into the depths of what makes copywriting and brand voice so vital for your company, we must first understand what exactly a “brand voice” is.
Think of a brand voice as the “persona” behind your brand. What does your brand sound like? What tone does it convey?
A brand voice can make or break your brand when it comes to identifying with your target audience.
Finding your target audience and honing in on their own ideals is absolutely essential to finding your brand’s voice. Knowing who you’re talking to can go a long way when it’s time to write some web copy or post to your Instagram.
Moving on from brand voice, copywriting in general makes up so much of what brand communication and strategy is about. I use the term “copywriting” pretty loosely as it can be used to describe a wide range of content types. Everything from email marketing, to social media, brand films, paid ads, and much more.
Copywriting is essentially any writing that is written with the intention of serving your brand, either in one of the ways mentioned above or in a plethora of other ways. One key distinguishing factor of copywriting is that the content is written with your brand voice and target audience in mind.
We’ve covered what exactly a brand voice is and how it relates to the world of copywriting. Now, let’s dive into the top 5 reasons why these tools are key to your business success.
1. Knowing Your Audience
Knowing your brand’s target audience can affect so much when it comes to how you operate your business.
Your target audience will likely affect the way you market your business on social media, the kind of paid ads you buy, the tone you use in your sales copy, and so much more. A solid target audience is essentially “Advertising 101” in the school of building your brand…it all starts there.
Finding your brand voice may take some time and a bit of trial and error as you look to establish the demographic of your customer base. While there are many benefits to establishing your target audience, the biggest benefit would be the impact it has on your brand’s content strategy.
Once you know who you’re marketing to, the sky is really the limit to your brand’s voice and success in the content writing space.
2. Business Adaptability and Strategy
As a business owner, I’m sure you’re well aware of the importance of adaptability.
No matter what industry you’re in, the times are constantly changing. Having a brand voice doesn’t mean that you’re stuck with the same one for the lifetime of your business. In fact, doing that will actually hurt your business in the long run.
Your brand voice is something that can and should be molded and adapted to fit the ever-changing ways of your industry. While your target audience may not be changed as often, it’s always important to be open to looking into new ways to expand your target audience as well.
3. Brand Loyalty
Think about some of the biggest brands in the world.
Apple, Coca-Cola, Amazon, what do all of these brands have in common? Brand loyalty. I know people who will refuse to drink any other soda besides Coke products. We could say the same for many Apple users.
My whole point here is that these companies have a massive following due in part to their brand voices.
Companies both big and small have such loyal customers because they know exactly who they’re talking to when it comes to their target audience.
4. Consistency
Ever heard the phrase “consistency is key?”
This idea of maintaining consistency with your brand voice isn’t anything relatively new. In fact, it’s been working for brands for hundreds of years.
Consistency in brand voice keeps your customers coming back because they know what to expect. If you offer quality services or products repeatedly, your customers will naturally begin to expect that level of quality every time they interact with your brand. We could say the same for your brand voice.
Wanna know something more impressive than the Nike logo? The fact that their brand voice has maintained consistency for over 20 years.
Nike’s empowering brand voice has long been a staple of its brand copywriting, and for good reason…it works! Nike is just one example of a brand that doesn’t have to constantly reinvent itself to be effective. Sometimes, consistency is the best answer for building a brand over time.
Offering consistency in your ad campaigns, corporate messaging, and even website copy tells consumers that you pay attention to what works. However, having a willingness to adapt your brand voice in accordance with feedback received from your customers is also something to keep in mind.
5. Developing a Competitive Advantage
One thing that is a constant in every industry is having competition.
Every business, no matter the size, already has or will eventually have some form of competition. So, how do you manage to stay competitive in an increasingly growing market? The answer may include honing in on your brand voice.
There are many companies out there that, despite being established, still may have not landed on their brand voices yet. Dedicating the time to discovering your brand’s voice can pay you back with big results in the long run.
Key Takeaways
Copywriting and brand voice are key to your business success for many reasons. Knowing your audience, building brand loyalty and consistency, and building an adaptable business with a competitive advantage all start with knowing your brand voice and delivering it through stellar storytelling.
From knowing your target audience to honing in on your brand voice, there are many different factors that go into building your brand. These are just a few of the many benefits that consistent copywriting efforts can have on your brand. Of course, there are many other factors that go into making your brand the best that it can be.
