Brand Copywriting: What exactly is it?

Model Horses huh? Who would have thought it?

"Pardon? You do what?" I used to hear this phrase all the time.

 Back in the early 2000s, when the internet was flourishing and mail order was still a thing, I had a business selling model horses. Exactly. I bet you had to read that line twice! Model what? We sold models of horses in all shapes, sizes, and scales, from fit into your pocket-sized equines, to full-scale replicas and have all the accessories needed to go with them- saddles, bridles, stables, everything. The business was called, aptly “Utterly Horses”. It was a niche if somewhat unusual business, but it thrived, with a customer base all around the globe and the brand being furlongs ahead of the competition. Every time I was at a networking event and had to introduce who I was, there was always that moment when you waited for the “you do what?” phrase, together with the uncomfortable shuffling of feet.

I occasionally hear that phrase now, as a Brand Copywriter, so it seemed the best time to explain what that means and how it can help you.

Copywriting is writing text with a purpose, whether that’s writing copy to increase awareness or as a method to sell or promote a product. A brand is the way a product, company or individual is seen and understood by those who experience it.

Together, brand copywriting is the creation of text with a defined purpose, supported and underpinned by the brand and its voice. Basically, if the brand could speak (and it can), the copy is what it would say.

 It goes down to the tiniest details, for example the words a brand uses in its copy. If it was sophisticated and high-end brand, the word choice would be luxurious, elegant, and indulgent, with smooth, flowing sentences. Whereas a hot new fashion brand would be full of trendy terms that are perff for their audience lovin’ the look. ❤️ 🙌 Short sentences, peppered with emojis.

Brand copywriting infuses branding elements into the actual copy too, highlighting things that are unique to the brand, enabling it to stand out above the crowded marketplace. Even though it’s branded, it still has the focus of being copy with purpose and a job to do. Copywriting is good, but brand copywriting is so much stronger.

 So, in answer to the good ol’ “you do what?” question. I write. 😀