Latest / Values-First Marketing / Effective Brand Copywriting Examples You Need to Know For Long-Term Success [Part 3 of 3]

Transcript

Effective Brand Copywriting Examples You Need to Know For Long-Term Success [Part 3 of 3] · Values-First Marketing

• 0:00
  Unknown: Welcome to the copywriting for coaches podcast.
• 0:02
  Unknown: My name is Megan khachigian, and I am obsessed with having your brand actually sound like you on the internet. We help you write all the things that you've been trying to articulate about your business, but have never been able to put into copy. We're going to go deeper to uplevel your business without adding more to your already full plate.
• 0:18
  Unknown: We'll keep it simple and sustainable. Sound like a breath of relief? Let's dive in. How do top brands create copy that captures attention and drive success? Traditional copywriting strategies are failing. That's why I interviewed 11 brand strategist about what you should be doing to create effective brand copywriting instead.
• 0:44
  Unknown: Effective brand copywriting examples which work I'm going to share with you eight different examples today and break down why they work, and what's going on with them and how to apply these strategies to your own copy. But these examples really illustrate the power of words not only in engaging audiences, but also in shifting perspectives and driving business growth. As the marketing world evolves, so does the approach to brand messaging that actually works. Gone are the days of the static cookie cutter one size fits all strategies. Today, the key lies in experience constant experimentation, and iteration.
• 1:17
  Unknown: Nothing stays the same forever.
• 1:23
  Unknown: As you can see, the marketplace is constantly shifting and changing. We are constantly shifting and changing. And we need to adapt. So it is okay and absolutely totally normal to be in a state of flux, trying new things and discovering what works best. This journey of experimentation is essential to finding a voice that resonates deeply with your audience.
• 1:43
  Unknown: Consider this, you cannot attract $10,000 clients with$100 messaging. Changing your message not changing your messaging signifies a step into a higher level of engagement and effectiveness. It is about more than just capturing attention.
• 1:59
  Unknown: It is about changing old beliefs. And prompting those aha moments that stick with your audience. And authenticity plays a pivotal role here. Genuine content where your true self shines through, creates this connection that keeps people coming back for more. Even if your personality is not the funniest, or most entertaining, that doesn't matter. It's being the soul of who you truly are.
• 2:24
  Unknown: Most people are investor examples. So I've got eight effective brain copywriting examples to share with you today, we'll analyze what makes these examples work and how to apply these strategies to your own copy. So first, let's look at some real world examples that use copywriting to effectively communicate their brand identity. And these come from I asked these 11 brand strategist whose brand copywriting and messaging that they loved. And then we analyze it to see what makes it so great. So these are in no particular order. And these were their suggestions and I totally agree with I love them as well. So first Here are four brand voice examples from our own industry. First is Liz Harkey, she went from a personal brand to her company being luminary leadership, and without this rebrand. John Maxwell may not be grooming her to take over her, his leadership company. Her voice is awesome. I absolutely love it. It is a blend of empowerment, authenticity, expertise and support, and aimed at guiding and inspiring leaders to achieve their fullest potential. Then there's Kirsten Rodin, who her brand is potent, and it's so different. She has a lot of really great one liners and her personality comes through right away, she's a little bit more spicy has always been and it's clear like that this is who she is the minute that you find her. And when you read your copy her copy, you know that she is not there to waste anyone's time. And her brands and I just said that before she rebranded she knew was always there, but now the like what's the difference? Now she said she's finally taking ownership that this is really who she is how people she how she wants people to see her and how she presents herself publicly. And if you listen to her podcast, or get her email list, it is clear like it is so good. Another example is dama juice line. She says go from idea to stripe notifications in four steps. How clear and concise is that? And so the brand strategist who I interviewed was literally able to recite this line without looking at it because it was so resonant and clearly solve her plain pain point. And when I went back to like look it up. I was like this isn't even a headline. I just found it in her copy on a sales page. I was like wow, that is so so good. Maybe it should be a headline. And then the fourth example is permies Yazz. She is so transparent and real. The story she tells absolutely connect and the brand strategist who recommended her are sad she writes like, long form posts and I always read the full thing and like that is one of the ultimate compliments of your copy is to be able to write long form and people are devouring every single word of it. So shout out to those for the last four I want to share with you. For more brand examples are from bigger brands kind of outside of our industry, but ones that we've all heard of. First is liquid deaths. And it's literally just a can of water, but they make it feel like it's the coolest thing ever. Liquid death brand voice uses little bit more edgy jokes, even some gory imagery to play against the typical healthy image of water brands. They challenge traditional marketing conventions and poke fun at the seriousness of some health and wellness trends. They do not take themselves too seriously at all. And they acknowledged the absurdity of their marketing and embrace it. It's a great example of contrarian thinking and contrarian marketing and it is absolutely working for them. It feels like a heavy metal band promoting a healthy living through witty slogans like murder your thirst, and stay hydrated or die is a clear departure from the calmness and serenity often associated with water brands. And this voice is totally resonating with a younger audience. Number two isn't a person or a brand in particular, but brands that generally do really well on X or Twitter threads that have like brands that have been personified or like anthropomorphized on that. That social media. So like Wendy's and Rei are some great examples.
• 6:47
  Unknown: Here you go follow them, they like it feels like you're talking to a witty friend when you are seeing them pop up in your feed and the brand is given this like personality, it feels like a person you want to hang out with. And it kind of makes you do a double take of like, Oh wait, that's a Wendy's the fast food restaurant. It's really great. Definitely give them a follow up for some inspiration.
• 7:12
  Unknown: Their third one I have for you is Airbnb. Their tagline belong anywhere is an identity statement. It shares simply and succinctly their values. It's not even about their product, like look at this house. It's never that it is about they make their marketing about the feeling and the experience that you get from staying in an Airbnb. They play this commercial that same time, every morning when I'm at the gym, and they have the same radio station on and I hear this Airbnb commercial being played. And each time I'm just like, dang, that is such good copy. Because they are comparing it to a hotel room and the experience you get when you are sharing a space with your friends versus having all different rooms. And they it really speaks to the feeling that it evokes versus just the features. And it really paints the picture of their values versus just stating what their value is. And you can see that throughout all of their branding and commercials and ads and all those things. And then the last one I want to share with you is kind of funny, it is called Who gives a crap toilet paper. They are very funny, as you can tell from the even just the name of their company. And they're very different in their blog is actually a very great example because they understand their audience. They explain their products, which are bamboo and recycled toilet paper, and their mission, which is sustainability in a very clear and approachable way it makes you feel like you're hearing it from a friend who genuinely cares about the environment, passionate about the environment, loves a good pen, and is not afraid to talk frankly about going to the bathroom. You will definitely laugh if you give their website a read. They use toilet humor and dad jokes to make talking about the bathroom essentials fun and funny. They weave their dedication to sustainability and sanitation efforts seamlessly into their messaging, making it a feel good aspect of their brand. And I personally love when brands do that and they share how they are either donating to charity helping a certain cause that is somewhat affiliated with what they do or what they sell. This approach makes them relatable, memorable, particularly for a younger, a younger and environmentally conscious audience. So I hope that by Dennis dissecting these successful examples, you can glean valuable insights into how to craft brand copywriting that resonates with your target audience and that is also true to your voice as well.
• 9:53
  Unknown: Okay, so the next question I asked these 11 brand strategist is something that I think feel like everyone wants to know is So what tools do you use for your business? Like how can we make branding easier, because when it comes to building a standout brand, the right tools can truly make all the difference. So here are some top branding tools to elevate your brand strategy and connect with your audience effectively. First is one that Kate hide shared.
• 10:40
  Unknown: And I also love as well, it's hot jar, like hot H, O, T and jar Jr. So when you install hot jar, you can see how people are interacting with your website.
• 10:56
  Unknown: It's a heat map so that you can see where they click ask what they think learn where they drop off. And it is one of the most accurate ways to know which messaging is actually connecting. I especially love to have hot jar on sales pages. So you know where they're dropping off what's not resonating with them more, and how you can get them to keep reading down the page. It helps with your A B testing, especially if you're sending paid traffic to a sales page is really, really good to have on there. So that's a tool I love as well. The next one is answer the public, it is like an SEO tool that is pretty simple to use, you don't have to be an SEO expert at all, they have a free version that is great as well. And that it just helps you see what your ideal audience is asking about. So it will tell you what people are Google searching for. So again, this gives you such honesty for what your people actually want to know, especially compared to it's not like the highlight reel of social media. It is what they are Googling when they are frustrated when they can't sleep, like this is the honest truth. And that is what we actually want to talk about. And so this will give you endless content ideas that you can turn into emails or social posts or however you're going to market blog posts. And you can be competent in talking about it and sharing your unique perspective on these ideas that are coming up that people are Google searching for. The next tool is AI. So whether that's chatty PT or Gemini clod, whatever it is, and they're very clear about this is to be used for research brainstorming and analyzing maybe not so much for writing. Or if you do use it for writing, obviously for sure definitely still need a human touch on it as well. But again, that's a whole nother can of worms that we're not going to go into. But for the sake of this conversation, they said it's really great to define brand style and create a mood board it can pull together color ideas that resonate with your their messaging. You can upload photos and make a mood board based on those photos. or analyze a collection of photos and ask what story is telling or see what colors are in common. Kate hide of deer Kate brand strategy is an absolute master at this my jaw was just dropped when she was telling me all these different ways that she uses AI and I'm usually a little hesitant when it comes to ai i will definitely use it for research brainstorming ideation.
• 13:18
  Unknown: But her ideas and like the way she used I was like wow, this is so so smart. And this is what it's meant to be used for. So definitely connect with her I will incur in the show notes if you are interested in more on how to use AI and your brand strategy and other resources to look into color psychology they recommended Fiona Humberstone Fiona Humberstone, the brand stylist and also Marty Neumeier has resources as well again, I will link those in the show notes for you. The next one is brand archetypes. So generally you want to use this for your own brand. But Mallory sante had a great tip to also use it for your target market personas. I thought that was a really insightful idea as well. And then of course there's Pinterest for mood boards and inspiration for the visual aspect of branding as well. The next two tools I want to share with you are non tech tools. And I love that people brought this up because there is so much you can do without getting a huge tech stack. I am a huge fan of keeping things simple. So getting away from the Tools is actually can be more helpful than overwhelming yourself with so much information and all the things and sometimes turning off the noise is truly the best thing that we can do. Tiffany Newman of your brand language, your legacy brand Excuse me. She recommends journaling and meditation that was her best tool that she wanted to recommend to give yourself the space to truly check in with yourself. Start with your vision in mind and then journal see what comes out from there. Get away from all the noise and really check in with yourself.
• 15:05
  Unknown: Then we have Emily hunt from hunt Media Group she recommends just a sketchbook and a pencil whether you're an artist or not to let those design ideas come through you that allow the designer to really make it fully come to life and digitally from there. But again, sometimes stepping away from that EQ is exactly what you need to move forward, even digitally. And then the last question I asked these brands strategist was also super fun to hear from them, and pull out these kind of golden threads and themes of what they were, what they were seeing here, I asked them what does the future hold for branding, especially in a digital world.
• 15:42
  Unknown: And unlike the past, where maintaining separate personal and professional identities was the norm, today's approach emphasizes showcasing yourself as a thought leader. This doesn't necessarily mean baring every detail of your life, but it is becoming more important to have a personal brand, especially among service providers. Transparency is another key trend. Consumers are increasingly drawn to brands that reveal what they care about and offer a behind the scenes look, we want to see the raw real, what is actually happening, not the overly filtered, overly edited, highly polished, those highly polished perfect images, those days are done. The highly professional photos are of course, still important for your website. And you do definitely obviously want to come off as a professional.
• 16:35
  Unknown: But I believe that the focus is shifting towards authenticity and UGC, style content. minor imperfections even like spelling, spelling, errors on social media are less of a concern, because they humanize the brand. People are willing to overlook that if your messaging is on point. an embracing of these this raw unedited content, such as even unedited podcast episodes like mine, I do not edit mine, as you can tell.
• 17:05
  Unknown: Because it's me, this is just who I am. And I'm not trying to make everything perfect. I'm just having a conversation with you. And I don't edit my conversations if we were just having a conversation in person.
• 17:16
  Unknown: And I believe that this is this is what I'm seeing. And this is what these brands strategists are seeing too is that this resonates with audiences who crave those genuine interactions, it's so refreshing especially as our world gets more and more automated and AI driven. And then the next trend we're seeing is customization and branding is also on the rise. So people now have so many different ways to approach branding, seeking a deeper understanding of what it means to have a personal brand. So they are buying from brands that demonstrate intentionality and consistency. And consistency is so hard to do on your own, especially when you are coaching and trying to remain the visionary CEO and doing all the things to run a business. It is so helpful to have someone on your team. I'm biased, I'm gonna say a copywriter to help you continually, consistently communicate that consistency in your brand messaging by helping you write the copy. And then also customization in terms of visuals that stand out from typical Canva templates are just so much more refreshing and engaging. And they help reflect the creativity and uniqueness of your personality and approach as well. The key takeaway here is to just be yourself, which can be easier said than done. You can remove the mask and stay true to your strengths and who you are. The benefits will totally outweigh the scary parts of doing that. And there are countless ways to convey your message without feeling like you have to dance on reels or conform to standards that are made up anyways. Authenticity is crucial in this area where pro marketing tactics, pain point marketing and clickbait are losing their effectiveness.
• 19:03
  Unknown: People are seeing through that and are absolutely craving something that's real. Today's consumers are savvy and they can see right through the bro marketing strategies. We know what they're doing. We know the game that we're that they're playing, and we're not interested in it. The brands that thrive or those that can adapt to these new realities.
• 19:24
  Unknown: They emphasize personal connections, transparency and authenticity. They understand that a brand is not just about looking good, but more so the foundation of building a strong, reliable and trustworthy identity. As our digital world continues to evolve, these principles will become even more critical in defining successful branding strategies.
• 19:48
  Unknown: And we can't get away without talking about the impact of AI on branding when we talk about future trends. The of course the impact of AI and branding is profound, but it underscores an essential truth authenticity may remains irreplaceable. While AI can generate vast amounts of content there is an increasing saturation of AI produced material. People can discern the difference between genuine heartfelt stories and those generated by algorithms.
• 20:12
  Unknown: Authentic narratives woven from real life experiences and crafted with thoughtful copywriting absolutely stand out in this crowded space. and resonate more deeply with audiences. It is worth the investment. And art and creativity are invaluable in branding, it is essential to lean into our unique qualities, our big why and our vision. With the ease of starting a business today, especially in this online world, the market is becoming increasingly saturated.
• 20:41
  Unknown: differentiating yourself through authentic well crafted brand stories is more important than ever. And building a strong foundation with a clear, impactful brand story is crucial for long term success and relevance. But we don't want to throw the baby out with the bathwater, we don't want to dismiss AI completely. There are definitely good ways to use it.
• 21:01
  Unknown: We're not shunning AI entirely.
• 21:06
  Unknown: It is for sure a powerful tool, when used correctly, can totally enhance our capabilities and save us time and efficiency. But it needs to be guided with human oversight to ensure it aligns with the brand voice and and audience intended audience. The advancements and tools and technology offers significant opportunities, we can move faster reach a global market, and access a wealth of ideas and insights, AI and other similar tools can help us analyze data more quickly and think more broadly. As a result. These tools give us back time to focus on higher order, creative and emotional aspects of branding, creativity and how we use these tools can open up new avenues and stretch our ways of thinking. So we can be more innovative. As AI continues to commoditize content, the essence of your brand, your authenticity, energy and identity must shine through.
• 21:59
  Unknown: Authenticity will always be the cornerstone of effective branding. The human connection, creativity and unique storytelling are elements that AI cannot duplicate, and will continue to be defining factors that set successful brands apart, especially in this digital age. So what have we learned about effective brand copywriting for impact driven businesses. These insights from these 11 brand strategist underscore the transformative power of strength of storytelling and genuine connection in driving business growth. by dissecting these real world examples applying the principles, businesses can not only capture attention, but also foster lasting relationships with their audience. As we navigate the future of branding, the ability to adapt, innovate and stay true to your brand's voice will undoubtedly pave the way for sustained impact and relevance. So I want to again, give a shout out to the brand strategist who contributed to the series and you will be able to connect with them in the blog in the show notes. And I'll give them a shout out here it's Ariana, Barclays Fabi Pelini, Ashley saying Mallory musante Emily hunt Kate Hyde, Turkish Dozier, Malika Malhotra, Alexis Underwood, Jasmine, hadal, Ani, and Tiffany Newman. This is part three of three of my brand strategy interview interview series, you can find part one on mastering authentic brand messaging, and part two on your authentic brand voice all in the shownotes both as in blog form and add the previous episodes of the last few weeks. Thank you for tuning in to the copywriting for coaches podcast. If you've been enjoying these episodes, let me know that you're listening and what you love about it by clicking on the copywriting for coach's show in Apple podcasts and leaving me a review. Be sure to subscribe while you're there so it's easy to catch new episodes every week. If you want digital resources to finish that copy project you've been working on the links are all waiting for you at copywriting for coaches podcast.com