Est. reading time: 5 minutes

Words help to establish and communicate a brand’s identity and help to form emotional bonds with one’s target audience. Copywriting involves creating interesting messages for brand marketing and advertising. In branding, copywriting boosts customer engagement and helps establish a brand’s voice. This article will explore the power of words in building a brand. Let’s get started.

What Exactly is Copywriting?

Copywriting means writing persuasive content for marketing and advertising a product or a brand. Copywriting involves writing content that attracts the attention of readers, captures their interest, evokes a desire in them, and motivates them to perform the desired action. A copywriting text can also be called a copy.

A copywriter is someone who writes persuasive content for marketing and advertising purposes. Copywriting skills that a copywriter can use include writing skills, communication skills, persuasive writing, attention to detail, SEO knowledge, creative thinking, etc. What are the benefits of copywriting? It helps to build brand image and brand awareness, helps to form strong emotional connections with customers, establishes a brand identity or voice, increases customer engagement, and helps to differentiate your brand from others.

There are several types of copywriting. These include SEO copywriting, social media copywriting, brand copywriting, email copywriting, technical copywriting, B2B copywriting, B2C copywriting, public relations copywriting, blog copywriting, creative copywriting, and product copywriting.

Copywriting examples include Nike’s slogan; “Just Do It,” Coca-Cola’s tagline, “Open Happiness,” and M&M’s slogan; “Melt in Your Mouth, Not in Your Hands.”

The Power of Words in Branding and Marketing

In branding and marketing, words are used to define and communicate a brand’s identity, including its name, tagline, core values, and personality. They help in creating emotional bonds with one’s target audience. They also help attract a target audience, preserve their interest in the brand, and motivate them to perform the desired actions.

Copywriting helps in establishing a brand voice. A brand voice is a distinct personality, language, and tone that a brand uses in its communication with the world. Consistency in a brand’s voice is important, as it fosters recognition. It makes a brand easily identifiable and memorable. It is also important for a brand’s voice to be unique because this distinguishes the brand from other brands and helps to build the brand’s identity.

Copywriting Formulas for Effective Brand Building

1. The AIDA Formula

The AIDA formula is a proven marketing model that outlines the steps it takes to evoke interest in and sustain a reader’s interest, prompting them to take the desired action. It is an effective copywriting technique for brand building. AIDA stands for Attention, Interest, Desire, and Action.

The AIDA formula can be employed to create persuasive copies. Attention involves sparking your audience’s curiosity with some intriguing information. A catchy headline, opening sentence, or captivating image will do the trick. After gaining the attention of your reader, the next step is to sustain your reader’s interest in your copy. In this stage, the reader wants to know what your brand is all about, how it works, and how it can benefit them. Understanding and knowing your target audience is an element that helps in this stage. Using your target audience’s needs as a factor in creating your copy helps you sustain their interest in it.

The next step is desire. Copywriting is mainly used to encourage readers to buy a product or patronise a brand. The third stage involves eliciting a desire in the reader towards the solution to their need that you are offering. Then the last stage is action. After you elicit the desire for your product in the reader, the next step is to motivate them to make the purchase.

For example:

Are you tired of your brand receiving little to zero engagement on social media? (Attention)

At KIAN Consult LTD, we offer social media management and marketing services, among others. This allows you to build a strong social media presence and have tailored content that helps you draw in your target audience. (Interest)

Imagine what it would be like for your brand to reach your target audience, generate a consistent flow of engagement on your social media, and transform these social media users into loyal customers. (Desire)

Are you ready to take your social media presence to the next level? Reach out to us today at Kian Consult LTD to develop that powerful online presence that your brand needs. (Action).

2. The ACCA Formula

The ACCA Formula is a framework used in copywriting to create persuasive and compelling messages. This formula involves defining a problem that relates to one’s target audience and providing a solution to the problem. ACCA stands for Awareness, Comprehension, Conviction, and Action.

Awareness involves identifying or highlighting a problem or needs that a product or brand can provide a solution to. Comprehension involves explaining to the reader how the problem in the first step affects their lives. This would help in recognising the problem and also build a desire to solve the problem.

Conviction involves helping the reader see your brand’s solution to the problem is effective. It involves simply persuading the customer that your brand’s solution is the best. The ultimate step is action. Action involves attracting the reader to take active steps and buy your brand’s product or engage your brand’s services.

Copywriting Techniques for Brand Building

1. Build your brand voice.
2. Use persuasive language.
3. Use storytelling in writing a copy.
4. Know and understand your target audience.
5. Use active voice in writing.
6. Keep the message simple.

Common Mistakes to Avoid in Brand Copywriting

1. Making The Message Too Complicated

Using overly ambiguous words or concepts and too long sentences can cause a lack of clarity in your message. Instead of trying to impress your audience with your excessive vocabulary, you should use simple words they can easily understand.

2. Messages that do not align with the audience’s Needs

This point once again emphasises the need to understand one’s target audience. There’s always a distinct difference between what a copy’s audience needs and what the copywriter thinks they need. It is important to know and understand the audience’s needs. This will help a copywriter craft their writing following the desires and needs of the target audience.

3. Making Baseless Claims

Copywriting built on baseless claims can cause the work to lose its credibility. For example, instead of saying ‘few Nigerian youths are unemployed’, say ‘According to the Nigerian Labour Force survey Q3 carried out in 2023, 8.6% of Nigerian youths are unemployed’. Making use of verified claims would help to boost the credibility of your work.

4. Grammatical Errors

A copy that is full of grammatical errors will naturally look unprofessional to anyone looking. This will immediately distract people from reading your message. A good copywriter would meticulously edit the copy to ensure there are no grammatical errors.

5. Using Passive Voice

Passive voice is a sentence structure in which the subject of the sentence becomes the receiver of the action. For example, “the growth of our customers’ businesses is ensured by the services we provide”. Active voice is a structure in which the subject of a sentence performs the actions expressed by the verb. For example, “the Kian Consult works closely with you to help you identify your brand challenges and provide solutions to them. Using active voice helps a copy to be more engaging”.

Copywriting AI

Copywriting AI refers to the use of artificial intelligence systems or tools to assist with the process of writing fascinating content. It expedites copywriting, upholds your brand’s voice, improves work quality, and saves resources. There are also certain disadvantages to copywriting. These include the lack of human tone, creativity, and ethical concerns. Examples of copywriting AI tools include Copy.ai, Jasper, ChatGPT, Semrush AI social content generator, Writesonic, etc.

Conclusion

Effective copywriting is important in building a brand that stands. It helps to create a firm foundation for a brand by establishing a brand voice and creating persuasive and engaging messages that attract the target audience. If you ever require a consultant to review your content and effectively handle your brand, please contact us here.

Also, to find out more about brand building and management, check out other articles on our website.