Your written communications include the words, phrases, and characteristics that set a brand apart.  Many times the owner of a business has a certain catch-phrase or sound bite he or she uses over and over.  I encourage them to use that in their businesses as a way to stand out and reinforce their brand. The words, attitude and overall feel of your communication are your brand voice.”

In branding terms, the writing you do should adhere to what is called your “brand voice.”  It’s the tone you set through the words and phrases you use. You may select a brand voice that sounds sophisticated, intelligent and energetic.  Or you may have a casual, down-to-earth and fun vibe to your brand. Before you publish anything, mentally check those boxes to see if you’ve hit the mark.  It’s your job to bring those qualities to life through your words. For example, Disney has the words “fun,” “magic” and “kingdom” strewn throughout all of their written communication.

Written word on paper includes things such as books, print newsletters, flyers, one-sheets, press kits, direct mail, brochures, business cards, special reports and letters.

Electronic writing includes things such as social media updates, web site copy, ezine content, blog posts, articles, social media updates.

Check all of the documents above for brand consistency.

Interesting side note: You may have noticed that some copy writers, (the people who translate a brand into written word), specialize in either online or offline copy writing.  That is because each application of written communication demands a slightly different set of skills to translate the brand effectively.

Action step: Every written word is sending a message. Look at all of your communication materials and assess if they are on-brand or not.

 

© 2011 Meredith Liepelt, Rich Life Marketing

Meredith Liepelt, President of Rich Life Marketing, offers a free report called “101 Ways to Attract Ideal Clients, Build Your List and Raise Your Profile,” which can be downloaded immediately at www.RisingStarPublicity.com.