“Words are free. It’s how you use them that may cost you.”
Your brand’s tone is the loudest part of its personality.
Copywriting is the voice your audience hears in their head when connecting with your content.
It narrates the essence of your brand identity and defines how people perceive your business. Like other elements of your branding toolkit, copywriting is a powerful communicative asset that reaches your target audience directly – and can often be the difference between a lead and a loyal customer.
Copywriting is essential to brand awareness, community management, social media marketing, customer acquisition and client retention – to name a few. When it comes to articulating your tone, vision, personality and values to the world, you simply can’t afford to compromise on professional writing. For this reason, every word used in your brand collateral or advertising campaigns needs to be as meticulously selected as your choice of typeface and logo design.
For well-established businesses with active social media accounts and a healthy following base, articulating your brand’s tone and personality is critical to managing engagement and a positive brand image. A simple spelling error is an expense far too costly for a company in a saturated marketplace with a reputation to manage and the reality of multiple competitors. When you consider that people, on average, spend over 2 hours on social media a day, and the fact that other brands in your industry fighting for their attention, the importance of articulate community managers cannot be overstated. These creatives generate positive conversations around your brand, safeguard its reputation, minimise unwanted publicity, promote new products or services and position your company in an accessible and professional light.
On a predominately visual platform like Instagram, for example, too often content marketers and in-house brand managers make the costly mistake of taking copywriting lightly. In these cases, it is not uncommon to see poorly structured captions, inaccurate product descriptions, insensitive or explicit material or politicised content that polarises online communities. These are considerations that our copywriters internalise and weigh up when engaging with online users across the board on social media.
When it comes to business and website development, promotional campaigns and community engagement, a critical knack for the English vernacular is essential. Our copywriters adhere to the same brand guidelines as other creatives on the content production team to streamline a consistent tone and image across all communication channels. In this framework, brand-specific standards are outlined with ‘dos and don’ts’ that reflect the unique characteristics of that company, recognised as a primary building block for a successful marketing strategy. Creative content used in catalogues, digital advertising campaigns, billboard media, flyers and subscription newsletters is always structured with these principles in mind.
Whether you need website content, product descriptions, blog articles, social media posts, company profile material or marketing communications like EDM, our creative team knows the difference between storytelling and telling your story well. Personalise the sound of your brand with Picos and ensure that your message reads well and resonates with your targeted demographic. Let us focus on your vision, finesse its delivery and amplify your impact.