Brand Copy Strategy

Written communications also strongly influence perceptions and beliefs. Consequently, identifying appropriate brand language to be used across all company communication media is necessary to embed the brand into the hearts and minds of staff.

Many organizations have detailed visual guidelines for their brands, including strict rules around how a brand can be represented and used in marketing literature, signage, and advertisements. However, very few have developed similar guidelines in relation to written words that relate to the brand. They do not have a brand copy strategy.

Brand thinker Mark Di Somma has a particular interest in the language of brands. He says it is not necessarily about conforming to a specific set of words but about ensuring that the spirit of the brand is always reflected when communication occurs. What you say orally is not the same as what you might write in a newsletter. However, all forms of communication should be accountable to and consistent with the brand. In Di Somma's words, "The power of a copy strategy is that it interprets the brand and sets rules for its expression.... As a result, every expression of the brand ... adds to the dimension and character of the branded vernacular overall." ^[10]

A brand copy strategy offers the following benefits:

• It focuses on developing a consistent application of the brand essence in all written communication, be it press releases, Web pages, customer communication, or internal memos.

• It defines how the brand is reflected in external communication.

• It strongly influences the language and style of communication adopted inside the company.

• It has a powerful effect in reinforcing brands and key messages.

^[10]Mark Di Somma, "Brand Attention Disorder," contribution to http://www.allaboutbranding.com, 2002.