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 build credibility. The following outline is meant to serve as a guide to assist you in the brand copywriting process.
Brand Copy Writing Goals:
- Translate your vision, values and offerings into a compelling and unique brand.
- Differentiate your benefits, services, products and personality
- 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 reliability, convenience, pricing, quality, etc.
Market Pillar 1:
Market Pillar 2:
Market Pillar 3:
Ex: “To make self-care essential”
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. “