Branding 101
Copywriting Secrets: Build a Brand Voice Your Audience Will Love
Imagine meeting someone for the first time, and they instantly "get you." That's the power of a strong brand voice. It's not just about sounding nice; it's about sounding right—like you were made to click with your audience. And copywriting? It's the unsung hero behind the magic.
Let's face it: crafting a brand voice isn't easy. It's part science, part art, and part "throw spaghetti at the wall to see what sticks." (Don't worry, we've all been there.) But when it's done right, it's the difference between "just another company" and "the only brand I trust."
So, grab your coffee, and let's discuss how copywriting can shape a voice as unique as your brand.
1. Why Brand Voice Matters More Than You Think
If your brand voice were a person, who would they be? Funny and approachable? Serious and trustworthy? Your voice sets the tone for every interaction your audience has with you.
Tone and Personality: Who Are You, Really?
Your tone is your brand's vibe—playful, authoritative, empathetic, or anything in between. Copywriting helps craft this personality, ensuring it aligns with your values and audience expectations.
Example: Mailchimp's quirky, down-to-earth tone resonates with small business owners who want tech solutions without the jargon.
Audience-Centric Copywriting: It's Not About You (Really)
Here's the golden rule: great copywriting isn't about your brand—it's about your audience. What do they care about? What keeps them up at night? Speak their language, and you're halfway there.
Know Their World: Whether your audience is Sophie, a passionate entrepreneur starting her dream business, or a tech-savvy millennial looking for clarity, understanding their pain points and dreams is key.
Align Your Messaging: Sophie, for example, values clarity, guidance, and creativity. Your copy should reflect those needs, offering solutions without overloading her with jargon.
I once wrote a campaign assuming the audience cared about affordability. It turned out they cared about sustainability. Oops. Lesson learned: ask first, write second.
The Key Ingredients of Strategic Copywriting
Crafting a brand voice isn't a one-size-fits-all process. Here's what separates average copy from copy that sings:
Consistency Across Platforms
From Instagram captions to email newsletters, your voice should feel like the same person is speaking. (Think of it as maintaining your "brand accent.”) Tip: Create brand guidelines to ensure everyone, from your social media manager to your customer support team, is on the same page.
Storytelling: The Secret Sauce
Humans are wired for stories. Whether it's a behind-the-scenes glimpse of your business or a heartfelt customer success story, storytelling creates emotional connections that stick.
Example: Old Spice used bold, humorous storytelling to transform itself from "your dad's deodorant" into a modern, must-have brand.
Call-to-Actions That Don't Sound Bossy
No one likes being told what to do, but we all appreciate a nudge in the right direction. Great CTAs feel like helpful suggestions rather than commands. ("Explore our range"> "Buy now.”)
Case Studies: Brands That Got It Right
Let's look at three brands that nailed their voice, thanks to copywriting:
Monzo: Friendly and jargon-free, this UK banking app's copy makes finance approachable with phrases like "Money life, sorted" that resonate with younger customers tired of traditional banking speak.
Brewdog: Irreverent and bold, the Scottish craft beer company's voice challenges industry norms with provocative copy that matches their rebellious brand identity and creates a loyal community of fans.
Gym+Coffee: Motivational yet laid-back, this Irish athleisure brand combines wellness inspiration with community spirit in their "Make Life Richer" tagline, creating copy that feels like encouragement from a fitness friend rather than corporate marketing.
Implementing Strategic Copywriting for Your Brand
Now that you know the why, let's tackle the how.
Create a Style Guide
Think of this as your brand's Bible. It should cover tone, preferred words and phrases, and even what to avoid.
Test and Learn
Your voice won't be perfect on the first try—and that's okay. Experiment, gather feedback, and refine. I once thought a bold, irreverent tone was perfect for a campaign. It turns out that the audience found it off-putting. Cue a quick rewrite (and a lot of coffee).
Collaborate Across Teams
Great copy doesn't exist in a vacuum. Work closely with designers and marketers to create a cohesive brand experience.
How Copywriting Builds Relationships
At its core, copywriting is about creating connections. It's the difference between "just a product" and "a brand I love."
Building Trust
Transparent, empathetic messaging shows your audience you understand their needs.
Humanising Your Brand
Nobody wants to talk to a robot. (Unless it's a really funny chatbot.) Copywriting adds personality and relatability.
Measuring Success: Is Your Voice Hitting the Mark?
Engagement Metrics: Click-through rates, email opens, and social media interactions tell you what's working.
Customer Feedback: Surveys and reviews provide invaluable insights.
Conversion Rates: At the end of the day, copy should drive action—whether a purchase, sign-up, or follow.
Key Takeaways: Crafting a Brand Voice That Resonates
Here's your cheat sheet for brand voice success:
Know your audience (really, really know them).
Use storytelling to create emotional connections.
Keep your tone consistent across all platforms.
Test, tweak, and never stop improving.
Let's Find Your Voice Together
Your brand's voice is its personality, its heart, its soul. Are you ready to craft a voice that connects and converts? At BrandNew Creative, we specialise in creating copy that's as unique as your brand. Let's work together to bring your personality to life.
Image credit:
Mailchimp social media
Monzo social media
Brewdog official website
Gym+Coffee official website
