Building Brand Identity Through Copywriting

Instantly recognizable, leaves a lasting impression, authentically communicates values, has a splash of personality…

What do all of these aspects have in common? They are the core principles of a strong brand identity, one of the most vital creative tools brands can use to distinguish themselves among their competition and create a lasting relationship with their customers. Brand identity is crucial because it is designed specifically for public perception; it represents the core impression your brand will leave on consumers, making it essential to shape it thoughtfully to align with how you want your business to be seen. This expression of identity extends into many aspects, including design, product composition, and marketing, the last of which is intensely intertwined with effective copywriting.

So how is brand identity built?

By Establishing a Strong Brand Voice
Flesh out the core principles and beliefs of your brand. What is your brand’s origin story? What are you selling? What makes your brand different from others? What do you stand for and how do you wish to express it? Expanding beyond what your brand is selling and emphasizing what makes it different creates individuality and defines its place in the market. All of these elements come together to influence the tone of voice, the type of information, and how often you will communicate with your audience in the future.

By Finding Your Target Audience
Who are you speaking to? Where are they located? What is their age group? What are their interests? What do their voices sound like?
Once you determine the target audience for your brand or product, you can find out what causes them to make a purchase decision. Understanding your potential customers and their values allows you to tailor the messaging accordingly. Now it’s time to lay down the charm! Speak to their wants and needs in their language while remaining true to the original brand voice you created, and you’ve got it.

Tip: If you’re stuck or having difficulty, take into account audiences that are not in your target market. How would you target them? Write a list of terminology, word choice, or communication style, and take note not to use that language when creating the voice for your brand.

By Building Relationships with your Target Market
While people who resonate with your messaging will naturally be drawn to your content, nurturing this relationship is vital to making it stronger and allowing it to grow. A good strategy to use here is to shift your medium, exploring the channels available to you and selecting the ones that best work to continue the conversation with your following. Social media and email marketing are wonderful tools to use for this purpose. By creating quality content that people want to share and engage with, you have the opportunity to create a base of loyal followers and continue to grow your platform.

By Strategically Leveraging Trends and/or Slang
Powerful marketing involves keeping up to date with public discourse and creative shifts. While maintaining the brand identity you create is important, there is merit in leaning into trends when appropriate. Striking a balance is key, remaining true to the ethos previously established while embracing fresh ideas and contemporary themes. Seize the moment of inventive freedom and enjoy new conversations with your fans!

With love and a strong sense of self,
Isabelle

References:
Andrivet, M. ( Sept. 21, 2023) “The Power of a Strong Brand Identity: Definition, Importance, and Key Elements” The Branding Journal. https://www.thebrandingjournal.com/2023/03/brand-identity/(C. Black Content, 2016) “How to be really good at beauty copywriting, with Glossier’s Annie Kreighbaum.” Medium. https://medium.com/@cblackcontent/how-to-be-really-good-at-beauty-copywriting-with-glossiers-annie-kreighbaum-36d4d9411400