How to write for your brand: 5 edits for everything

Helane Androne

English Professor | Writing Life Coach | Actor & VO Artist

November 30, 2023

Open Immersive Reader

Everyone knows that brand assets require writing--even if the platform doesn't require full sentences, or the norm is to use punctuation like pictures (looking at you, Twitch); and, even if emojis are more important than your grammar (insert giant eyes here...). So, today I’m sharing some important edits to consider while you’re developing all that engaging (grown-up) content for your brand.

1. Message. What is the most important takeaway someone should have after seeing or reading your post, blog, article, or video? That takeaway should always emerge from your core message and that takeaway should have a clear and applicable purpose--to inform, to encourage, to connect, etc. And whatever your message is, make sure it's consistent across your content. That kind of consistency is key if you're going to keep your content on brand. One hack for ensuring that your content message stays on brand is by filtering it through your Personal Branding Statement. That's something that works wonders with my clients because it's a tight sentence--in your voice-- that captures your values, your why, your ideal client, their belief/behavior you're looking to impact, and the result you're after. (It seems like a mouthful, but it's not. More on that in another post perhaps.)

2. Attitude. A lot of people neglect this! Your writing conveys an attitude or tone and you need to make sure that what you’re giving is in sync with what you want your audience to experience about you. So, when you’re writing for your brand, make sure that you take the time to center yourself, focus on your audience, and TALK to them from a mental and physical space that isn’t tired, annoyed, too hurried, or negative. That WILL come through in your writing. Our brains make choices that we don't always notice...

3. Audience. Always, always, always be thinking about your audience when you’re writing for your brand! Your audience is NOT everyone, by the way. Everyone might stumble on your stuff. Everyone might appreciate what you say, but if you try to focus and speak to everyone, you'll sound like a bot. And here's a quick fix: Picture three of your ideal clients. No, really, visualize them. Give them names and faces. Then ask yourself: What information or experience are they likely to be looking for from my content? How much time will they have to take it in? Where will they most likely find my content (because they hang out there already)? If your ideal clients typically spend more time watching than reading, you might need to reconsider the kind of content you SHOULD be creating (and your strategy for reaching them).

4. Conventions. This is a fancy word we use to define the purpose and characteristics of what we’re writing. Some people think about conventions as rules, but it's not really that hardcore. Conventions are just how you know something is a western, or a poem, or an article. It’s the characteristics that are expected, but it's not like those expectations never get cracked over the head by a surprising or weirdly interesting choice. That only works well when it's deliberate though. And the writing that you do for your brand should never feel like an accident or a mistake (mistake = writing on Instagram like you write on LinkedIn). You need to be aware of the conventions and expectations for the language and structure of what you're writing...or make sure that you're breaking the trend deliberately, in a way that’s refreshing and interesting.

5. Value. Most things we write provide some form of information for our audience, of course, but paying attention to the value of or in your content also means ensuring that it’s accurate, interesting, and timely. Keep in mind that we are all processing a lot of information all day; if we turn to yours, does it feel well worth the time committed? Teach your audience to expect value from your posts and they’ll keep coming back!

If you use these 5 edits for your brand content, you'll find yourself more focused, more consistent, AND your content will be better, period. And that kind of growth makes you a better writer with a better brand. If you appreciated these tips, let me know in the comments!

By the way, if you:

• ...have a project or vision that you know needs a jumpstart;

• ...have been delaying your impact because of the WRITING part; and/or

• ...want help building your brand with content that makes sense,

Then maybe we should talk. Just message me and we will get you set up with a time for us to talk.

AND, if you want more quick tips like this, you can follow me on Instagram, TikTok, or Youtube @drhelanewrites. I’ll see you there!