Branding: Talking personality and appeal

Designing the logo is an important part of branding, but it is just a part.

Every business needs a clear view of why it exists, and what it wants to achieve. How does it want to be seen by the world? What are its strengths? Where is it going and how is it going to get there?

As a copywriter I regularly work with branding and marketing agencies – and directly with clients – to tease out the ideas that are driving the business. We aim to give everyone in the business a common purpose and strategy. For me, there’s a particular focus on the tone of voice that’s right to use with the target audience. It’s also immensely invaluable for the business to be seen as speaking with one voice, and we can achieve that by setting out its personality and making sure the language and style of the written word reflects the business’ personality.

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