Getting your branding right – including the words – is essential to your business success. It can mean the difference between selling or not.
But why are the words so important?
In this post I…
- Outline what branding is and why your words matter
- Share how I branded my copywriting business
- Reveal your next step for business success
What is branding and why do your words matter?
Your brand is your promise to your customer. It tells them what to expect from your products and services and is unique to your business. It makes you stand out.
Your brand is derived from who you are, what you want to be and who people perceive you to be.
Your logo is foundational as it can be easily used on your website, packaging and promotional materials.
But don’t forget the words.
Good copy is essential.
Think of Nike. Are you able to imagine their logo without thinking ‘Just Do It’? Thought not. This is the power of taglines.
A tagline is a memorable, meaningful, concise statement that captures the essence of your brand. Get this right and you’re flying.
So how do you go about creating your brand? I’ve shared the following example to give you some idea…
How I branded my copywriting business
The tagline and logo
I designed my tagline and logo to reflect ‘life’.
I believe life is meant to be enjoyed. It should be purposeful and lived deeply, joyfully and with contentment. I’m passionate about helping others live their lives well, feel fulfilled and increase their wellbeing. So my branding reflects this.
My brand colours and the leaves on my logo are natural indicating life; blue for water, lake, river, sea, sky etc.; green for trees, grass, bushes and the like.
And as these colours are known to enhance people’s wellbeing (see ‘The science bit’ at the bottom for more about why) you’ll feel good just by viewing my website!
You don’t have to adjust your eyes at all when looking at green so it’s restful. And we are reassured by it as in nature it indicates the presence of water and little danger of famine. Like a desert oasis perhaps.
Blue also indicates water (no surprises there then!) and is essentially soothing, serene and mentally calming. But it also stimulates clear thought.
So my colour scheme and logo design sit comfortably within my brand ethos – i.e. helping people feel good.
But what about my tagline?
I chose the words ‘bringing copy to life’ because…
- They tell you concisely that I make words come alive and suggest an interesting read with words happily dancing together on the page. They indicate something people will not want to put down.
- The word ‘life’ conjures up a positive mood so you’ll feel good reading it and want to know more about what I can offer you.
So the words are at least as important as design. The two compliment one another.
Imagine if my tagline just said ‘creative copy for you’. What’s the reason for using leaves and natural colours?
The rest of your written content
It’s best if most of your written content reflects your brand. Even the smallest thing can remind your customer of you and your product or service…
- I use the word ‘grow’ on my website homepage because anything alive grows. It’s to remind you of what you will achieve if you hire me as a copywriter – growth in business success.
- Many of my blog posts relate to the outdoors and wellbeing niche which is a positive reminder of where my passions lie. You can decide easily whether I would be a good fit for your business.
- The blog post I wrote for Country Bumpkin Yurts fits snugly into their nature loving brand. I was asked for a friendly, educational/ informative nature post relating to the local area, maximising on the autumn vibes.
Your next step for business success
You must always be true to your brand for business success.
Customers won’t return to you, or refer you to someone else, if you don’t deliver on your brand promise.
Not sure how to create brand-ready copy? Get in touch here and see your business grow.
The science bit: why natural colours are good for our wellbeing
Knowing how natural colours affect us got me thinking. Why do they affect us how they do? So I checked out a bit of science.
Humans are part of the natural world. We were created along with the rest of nature so it makes sense that we respond well to natural cues. Here are three theories as to why…
1. The biophilia hypothesis
This is the idea that we feel most at home in nature because we evolved there. It makes sense that certain habitats would make us feel good (e.g. where there’s good food, shelter and other resources) and that our brains would acquire over time the ability to ‘learn’ this in the same way we learn to fear spiders or snakes.
It would also have been necessary to recover quickly from Pleistocene style stress! People had to get over the effects of being chased by a lion, for example, in order to be welcomed back to their tribe. And being part of a tribe was essential to their survival. Peaceful or nurturing natural elements probably helped us recover. So the people most attuned to nature survived to pass on their traits. And we still have them today even though marauding lions no longer roam the streets!
2. Evolution by the sea
Another (controversial) theory sheds further light on why we like the colour blue. Humans may have evolved many features as a result of swimming in the sea.
We innately know the sea is good for us. We’re drawn to it. In fact around half of all humans today live within a coastal strip about 60 miles wide.
The theory goes like this…
We came down from the trees, started wading on our hind legs eating shellfish, then began swimming and diving for fish. We gradually ate more omega-3 fatty acids which helped us develop large brains, also losing hair and gaining a layer of blubber similar to that of sea mammals.
3. The impact of negative ions
I personally find the sea calming. The rhythmic sound of waves lapping on the shore or pounding against cliffs is therapeutic. And the science indicates why this might be.
The restless waves disturb the air nearby negatively charging its molecules to become ‘negative ions’. Once in our bloodstream these might produce biochemical reactions that increase levels of the mood chemical serotonin.
Don’t forget, if you’d like me to bring your copy to life you can get in touch here