Copywriting & Brand Personality
Sometimes we can take a guess as to what someone’s personality is like just from looking at them. But really, it takes a few conversations with them to actually get to know them, and your brand is no different. Don’t get me wrong, visuals are important - people really do judge a book by its cover initially. Research shows you’ve got 7 seconds when someone clicks on your website to convince them to either stay or move on to someone else. Your visuals are what get people to stay more than 7 seconds. But your words are where the personality of your brand can really shine through, and get people to LOVE your brand.
If you’re reading this from Australia then you will remember the iconic series of advertisements produced by Australian insurance company AAMI. over several years this particular marketing campaign developed a love story between Rhonda and Ketut - a story that was both captivating and hilarious to all its viewers. People were invested in the story because of the personality it showed! It was memorable, enjoyable and got people talking about the brand who otherwise really wouldn’t care about car insurance.
You don’t have to be a big insurance company to have a brand story that people love, nor does your story have to be about two people falling in love. But your brand needs to have a personality that appeals to your particular target market. Your brand personality will affect all of your content. It will be consistent across your website, social media platforms, blog posts and all other material that you produce. When people engage with your content, you want to be showing them your brand personality, so that they can develop a genuine customer relationship with your brand. This goes beyond just effective brand awareness, but actually builds loyalty with your customers.
Employing the services of a copywriter who specialises in brand narrative and story telling is a really valuable investment for your brand. Sometimes when you’re neck deep in the day to day operations of your business it’s hard to get the clarity to be creative with a brand narrative, and so this is something that you will really see the value when you outsource. If you’d like to talk about how copywriting could help your business or get a quote, contact me on hello@harkcreativeco.com.au