3 Ways to Use Copy in Your Branding
I’m starting a little series on how to infuse more of your personality in your brand. And in each posting of the series we’ll discuss a different aspect of branding.
Hopefully this will be a versatile and thorough look into how to let more of your personality to shine through in your business.
I do want to point out that it’s extremely important that you know who you’re speaking to with your business. Keeping that in mind, this series is to help you let your voice and personality shine through.
Why is it so important to have your personality shine through in your brand? Because there are so many people out there, businesses who are offering the same service you’re offering and what draws someone to work with you is the style you offer and the personality that shines through.
But sometimes even when you have you have a beautiful brand for your business, it still may not have your personality in it.
I talked to someone this week who said she was unhappy with her brand (even though it was beautiful) because it didn’t share enough of her quirky and fun personality. Also this week I was talking with someone who knows me well, and when she looked at my website the first thing she said was, “RuthAnn this is SO you.” Which is one of the best compliments you can receive as a brand designer.
So whether you love your brand or you want to bring more of your personality to it, hopefully this series can help you wherever you fall.
NOTE: This isn't the most exhaustive look at each aspect, just several tips and action steps you can take now that can put more of "you" into your brand.
The first aspect we’ll look over is: Copy
Why it’s important:
Copy is both the easiest and most difficult way to incorporate more of yourself in your brand. The easiest because you use copy with every piece of your website and marketing materials and the hardest because you may not know how to use it to your advantage.
So, concerning your website there are a variety of ways to use your copy to set your brand apart with adding your personal touch and we’ll go over 3 of them.
1. Calls to Action
Calls to Action are the buttons you use to help guide people to your goal outcome. They’re used on most landing pages and for when you’re displaying a course or email opt-in.
Sometimes they’re simple and direct “enter site” or they can show off your personality in other ways “let’s tussle” “come on in” or “see what we can do,” etc. There are so many ways you can use your calls to action.
Think though how you want to come across to your audience. Do you want to look and sound professional and direct? Do you want to be more personable and approachable? Or do you want them to feel like your best friend and easy to relate with?
There are so many ways you can connect with your audience and also make them feel what you want by using your personality in this small but effective part of your website. And I don't know about you, but my website is full of calls to action. Is yours? Take a look at how many you have and see how you can add more of you in them.
2. About Page
Obviously, there’s a lot going on in your About page and I think it’s one of the hardest pages to write. But break it down into smaller sections and tackle them one at a time.
Start with Your Headline
Either at the top of the page on in the header you have the chance to greet whoever lands on your site.
Mine is rather informal and friendly “Hi there, I’m RuthAnn the designer and photographer behind R Artspace.” I establish who I am, that R Artspace is a one-woman show, and that I am approachable. And then I start about the About page with a question which is inviting viewers to step into the conversation and also to get them to be thinking about how they’re visuals represent their brand.
If you’re more than one person I’ve seen it where it talks mainly about the mission or process “We are here because we believe in handcrafted and original design” or “We believe that every memory should be captured and treasured.” “Our goal is that every website is strategic and purposeful to help speak ...”
Think through how you want your audience to feel and go from there.
Again, use this opportunity to show off your personality. If you’re loud and original and passionate you might throw in your rock-climbing and electric guitar playing or you may use profanity. If you're more reserved and private you can focus more on your work and why you love doing what you do.
I do think it's good to share who you are so that people can relate and connect with you. You can either do that on your about page or on social media. Even if you do want to focus mainly on the work it's good when people can connect with you because it helps build trust and makes you more relatable.
Your navigation at the top of your home page can show off your personality. Even if it’s common (like mine) it still shows something. In my case it shows that it’s direct, to the point, simple (and therefore helpful) and professional.
If your brand is more friendly and personable instead of "Contact" you could use “Connect,” “Talk to me” or “Share your Secret.” No matter what your business does you have the chance be as loud or as professional or as intimate as you would like using the navigation.
These are just 3 small tips on how to incorporate more of your personality in your branding and specifically for your website. There are so many more ways to use copy for your branding and in other aspects as well such as color, imagery, and more. Stay tuned as the series will be back next week!
Do you have questions about your branding?
Do you feel like your brand is an accurate representation of your business?
(If yes, what do you love about your branding?)
What's the main thing holding you back from getting the brand you want?