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What you think when you “talk about” your Brand? 4 Questions to communicate it.

IBM. McDonald’s. Wal-Mart. Each of these names conjures up a distinct set of images and feelings in you. This is no a coincidence. These companies spend a significant chunk of their budgets with the outcome to influence how you think about their products and services. Companies not only want you to recognize and remember their particular brands, they want you to prefer them. If you are your own copywriter and your Brand copywriter, you play a significant role in that effort.

From your Unique Promise of Value To your Ultimate Quality Perception.

How exactly do we integrate what we know about the brand into the sales letters, ads, e-mails, and other promotional pieces we create? The primary effect that brand has on copywriting is the personality or tone of the copy. Your brand have a personality — a way of communicating that is distinctive. Have you ever notice how Apple Computer commercials always seem fun, creative, and playful? Apple’s brand’s personality is centered on the core theme that Mac’s are easy to use. And this theme is carried over into the copy for their commercials, Web pages, brochures, and advertising.

Some “law” examples

A law firm brand might be stern and serious — a threat to any other law firm that opposes them in court. As the copywriter, your writing style and tone would then be authoritative and decisive; consistent with the brand.

Wouldn’t all law firms be marketed this way? Not necessarily. The USP (unique selling proposition) of a different law firm might be: “The divorce law specialists who guide individuals and families through tough times.” The brand personality here is more supportive and caring than the previous example. Your copy would need to have a caring tone. “We’re here to help you through this crisis while protecting your rights.”

Look at some of the advertising and other promotional materials for products you know well. A sunny travel destination may be described as fun, adventurous, and exotic. The words used in a real estate agent’s adv might emphasize speed and proficiency. An ad for a carpet cleaning company might emphasize care, thoroughness, and modern equipment.

What they do

All of these companies probably went through some strategic exercise, like the USP or positioning statement tools featured earlier, to try to work out what is distinctive about their products or services. “What’s so special about us?” they asked. “And how can we communicate that effectively to our target audience?”

That’s the advantage of a strong brand message. It acts as both a theme and a touchstone to guide the writer through the creation of the promotional materials. It helps you stay on message.

…Just a few “… something to think about…”

What’s so special about you? How can you communicate it effectively to your target audience? How can you make sure your customers perceive your Unique Promise of Value? How can you exude your Ultimate Quality Perception?

Gratitude and Contribution

Riccardo Proetto



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