The phone rings. It’s the marketing director of a B2B company looking for a copywriter.
You jump into the conversation, asking questions about their products, identifying features and benefits, and discussing the key topics like you’re taught to do as a B2B copywriter.
And then almost out of left field, she says, “Oh by the way, we also want you to write about our brand. We need to tell our story and communicate the essence of what we do, how we’re different, and why we’re better than our competitors. We want to stand out and be noticed. We want to have an authentic, compelling brand. And we’d like you to help us with that.”
Whoa! What do you do?
You’re used to writing copy that explains products and services, compelling content, and persuasive sales copy for emails, ads, and landing pages.
But how do you write about a brand? What do you say and how do you say it when you communicate a brand? Where do you even start?
Well, I’m going to give you some very practical tips on where to start and how to break it down so you can write effectively about a company’s brand.
From a copywriter’s perspective, there are basically three components of a brand. And by the way, I’m not talking about a brand in terms of a logo — although that certainly plays a role. I’m talking about communicating the brand through your copy and content. So, let’s take a look at the three components.