Better Brand Positioning, Copywriting, and You

Brand positioning is critical for the well-being of your business.

When people think about your brand, what do they think about? Are they considering the benefits that come with using your product, or your latest public relations mix up? Brand positioning is simply what your customers think of, when they think of you.

Copywriting is critical when it comes to brand positioning because it’s a primary vehicle for carrying your message. This is true whether we’re talking about landing pages, website content, sales letters or blogs. It’s true with any piece of marketing content.

Below are some ways that copywriting can help you position your brand for success:

Trust — Your message should be one of strength and authority. It should convey your business as a trusted solution. There are a number of ways to do this. Word choice and language are important for conveying how you’ve helped others, and what you can do to help new customers or clients.

Your copywriting is also a great place to exercise social proof. Testimonials and case studies are great vehicles for that. Your blog is a way to convey the industry knowledge you’ve built up, strengthening trust.

Differentiation — Your customers have choices. Whatever industry you’re in, chances are there is some significant competition. Your copy is a great place to differentiate yourself from the competition. It’s a way to tell your customers what makes you different than any other option they might have.

When you’re able to effectively differentiate your business this way, your brand positioning improves.

Credibility — You need to lay out the best argument possible for your brand, product, or service. Your job is to convince the reader that your solution is their best chance for solving whatever problem brought you to them in the first place.

This comes through learning how to write effectively and persuasively. It comes from learning how to convey the emotional aspect of your appeal. Communicating the benefits of your product in a way that makes sense to the reader will also help.

Better Brand Positioning

Are you writing in a way that effectively resonates with your audience? Once they have a clear understanding of how your offering meets their needs, your brand positioning will improve. You can do this through practice and learning how to effectively represent your brand in your copy.

You can also hire a professional copywriter to help, too.

Matt Brennan is a Chicago-area marketing copywriter and copy editor. He is also the author of Write Right-Sell Now.