Branding 101: Copywriting Matters in Branding

Branding Content Marketing

You might be reading this article for several reasons. Perhaps a social media post that piqued your interest brought you here. Perhaps you’re conducting research on marketing and branding agencies in St. Louis for a project you’re working on. Perhaps you’re simply scrolling through headlines of interest while you’re in line at the grocery store.

It hardly matters how you got here; you’re here because you need clarity on a specific topic: copywriting.

When it comes to branding, copywriting is a powerful factor. From your brand’s foundation to the content you send out to potential customers, copywriting is mandatory. Ultimately, your copywriting’s quality defines how your brand is perceived. Let’s review some branding components that stress how important copywriting is.

Brand Compass

At each brand’s hub, you’ll find a set of meaningful ideas. We often call them the Brand Compass, but “core messaging” is an alternative description that acknowledges how pivotal these ideas are.

Vision, purpose, values, mission, and strategic goals are the essence of your brand. They’re the foundation that everything else revolves around. These tenets have a key role in establishing your brand’s identity, its purpose, and how it interacts with the world.

Your core messaging’s strength, and therefore, your brand’s framework, depends on copywriting. The clearer your core messaging is, the simpler it is for people to process. This means they will be more likely to absorb it and to be persuaded or informed by it.

Brand Voice

Your brand’s voice is how your brand engages with its target market. Stimulated by brand personality, the voice of your brand conveys the message you present to customers. Developed by tone and style, it is produced by—and exists inside—copywriting.

Proper copywriting produces a brand voice that is unique, identifiable, and influential. It adds humanity to your brand, changing it from something for sale into an idiosyncratic, emotional entity your customers can relate to.

The brands with the clearest voices attract the most customers, whether they arrive through TV ads, social networks, or marketing collateral. Brands with one-of-a-kind voices are special, compelling, and intriguing. Copywriting is the microcosm of it all.


If you conduct a search for “content is king” on Google, you’ll be overwhelmed with results. This reflects modern approaches to marketing and branding, and proves how valuable content really is. Audiences aren’t interested in empty promises when it comes to advertising. The usefulness of whatever you’re selling will measure how effective your brand’s communication tactics are. Of course, copywriting is what fuels your initiatives towards such usefulness.

What the copy entails is what the arrangement is between customers and brands. In return for a customer’s attention (and potentially their money), you must provide them with content that is useful to them, entertains them, or better yet, solves a problem for them. Remember, you are giving them this information unconditionally.

Copywriting establishes the usefulness of content. Content that evokes emotion is often most effective. How you present a solution determines how effective it is. If your reader can’t understand you, or simply doesn’t care to pay attention, you haven’t helped them at all.

In conclusion

From your content initiatives to your core messaging, your copywriting’s quality is paramount to the perception of your brand. You want your copywriting to be as compelling and cohesive as the product or service you’re selling.

This post is part of our Branding 101 series, helping you understand the power of branding and the rebranding process from Hub & Spoke, a St. Louis web design and branding firm that’s here to help you find focus for your brand.

You Might Also Like

© 2017 Web Design, Branding & Marketing Insights from Hub & Spoke.