Brand Copy Outline

 

A Simple to Follow Formula for Developing Compelling Brand Copy 

When it comes to building a brand, articulating your messaging is crucial. Developing well written brand copy is key to helping prospective customers and clients to identify with your brand and buiild credibility. The following outline is meant to serve as a guide to assist you in the brand copy writing process. 

Brand Copy Writing Goals:

  1. Translate your vision, values and offerings into a compelling and unique brand.
  2. Differentiate your benefits, services, products and personality
  3. Build messaging and materials around your specific audiences

Ideal Clients: Outline your ideal clients below

Demo 1: i.e. Owners of businesses in the healthcare sector

Demo 2: i.e. Attorneys, CPA’s and business to business professionals

Demo 3: i.e. Athletes

Demo 4: i.e. Parents of young school age children

Your personality traits: List the personality traits you would like to be associated with your brand

i.e. Open, honest and transparent
i.e. Thoughtful, calculated,
i.e. Easygoing, informal but professional

Market Pillars: Think of market pillars as talking points that help set your organization apart. These might also reinforce what is most important to your prospective clients such as reliablity, convenience, pricing, quality etc. 

Market Pillar 1:

Market Pillar 2:

Market Pillar 3:

Mission Statement:

Ex: “To make self-care essential”
Unplugged Essentials

Vision Statement: A vision statement helps employees, associates and vendors to understand the meaning and purpose of your business by describing the long term results of your organizations efforts.

Ex: “To create a world where everyone has a place to live.“
Habitat for humanity

Value Proposition Statement: What is the fundamental value you promise to deliver to customers?

Ex: Business is better when you’re connected
Spectrum Marketing Group

What do you provide?

How do you provide it?

Why are you different?

How are you credible?

Positioning Statement: A concise description of how you want your target market to perceive your brand.

Ex: “For consumers who want to purchase a wide range of products online with quick delivery, Amazon provides a one-stop online shopping site. Amazon sets itself apart from other online retailers with its customer obsession, passion for innovation, and commitment to operational excellence. “

Amazon

Article By:

Jeffrey Wotton

Jeff is the co-founder and account manager at Spectrum Marketing Group. Working as the senior account manager since 2010, Jeff has helped launch dozens of companies from solo-preneurers to multi-million dollar start-ups. For more information please feel free to contact us. 

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