Brand Copywriting

Telling Your Brand Story With Impact and Authority.

Like people, brands have personalities and attitudes and they’re talking all the time. Online, on social, on paper, on-air, on the side of buses. You can’t escape them.  But without developing a clear, well-defined brand strategy, how do you know what your brand is, what it stands for and what impression it leaves with everyone who comes into contact with it?

What Is Brand Copywriting?

Brand copywriting is the strategic use of words to define, express and promote your brand. It shapes everything from your tagline and tone of voice to mission statements, core values and key brand messages. Effective brand copywriting helps you stand out, builds brand identity and creates meaningful connections with your audience in a competitive marketplace.

Why is Brand Copywriting Important?

With so many brands competing for limited space and attention, brand copywriting is essential for helping businesses to stand out. It’s not just about how you look, but how you sound. From taglines and slogans to mission statements and core values, brand copywriting captures your essence, builds identity and ensures your voice rises clearly above the noise to connect with your audience.

The Benefits of Hiring a Professional Brand Copywriter?

Hiring a professional brand copywriter brings clarity, consistency, and impact to your communications. They translate your mission, values, and brand identity into persuasive messaging, taglines, and tone of voice. By crafting compelling copy aligned with your strategy, a brand copywriter helps you connect emotionally with your audience, improve brand perception, boost visibility, and position your business competitively in a crowded marketplace.

What Brand Copywriting Services Do You Offer?

I offer a full range of brand copywriting services, including tone of voice development, brand messaging, tagline and strapline creation, mission and vision statement copywriting, brand storytelling and content strategy. I help businesses shape their identity, engage their audience and build trust through clear, consistent and compelling brand-aligned copy. Amongst the branding services I offer, are:

• Brand Identity: Developing names and identities, tone and core messaging.
• Brand Messaging: Creating clear, consistent messaging that reflect values.
• Tone of Voice: Defining your brand’s personality, style and communication approach.
• Mission Statement, Vision & Core Values: Defining purpose, direction, and beliefs.
• Tagline: Distil your brand’s essence into a powerful and memorable phrase.
• Brand Storytelling: Building emotional connections and strengthening brand identity.
• Brand Guidelines: Clear, consistent guidelines defining tone, approach and standards.

Key Elements of Effective Brand Copywriting

Brand Identity

Brand identity is shaped by visual elements that make a brand instantly recognisable. The logo is the key symbol, supported by a consistent colour palette that evokes emotion. Typography reinforces tone and personality, while carefully selected imagery – photos, graphics and illustrations – visually expresses the brand’s ethos, values and overall personality.

Brand Naming & Product Naming

Effective brand and product naming is key to building recognition and trust. A strong name should reflect your mission, be easy to pronounce, and stand out in the market. Prioritise relevance, simplicity, uniqueness, and future-proofing. Always consider cultural sensitivity to avoid missteps across global audiences. Strategic brand naming strengthens identity and enhances SEO visibility in competitive industries.

Brand Messaging

Brand messaging is the foundation of your brand communication strategy. It includes your mission statement, value proposition, tagline and key brand messages. Effective brand messaging builds trust, enhances brand identity and ensures consistent brand storytelling across platforms. Strong brand messaging aligns with your marketing strategy, resonates with your target audience and reinforces your unique voice in a competitive marketplace.

Tone of Voice

Tone of voice defines how your brand speaks to its audience. It reflects your personality, values and brand identity, shaping how messages are perceived. A consistent tone of voice builds trust, supports brand messaging and enhances customer engagement across all platforms—making it essential for effective brand copywriting and a strong branding strategy.

Mission Statements, Vision Statements & Core Values

Mission statements, vision statements and core values define your brand’s purpose, direction and beliefs. A strong mission outlines what you do and who you serve; a clear vision sets long-term goals, while core values guide behaviour and brand messaging. Together, they shape brand identity, drive strategy and inspire meaningful brand storytelling.

Taglines, Straplines & Slogans

Just Go It

I’m Lovin’ It

Because You’re worth It

There are some taglines that are as well-known as the brands they represent, Brand taglines, straplines and slogans are powerful tools that capture your brand’s essence in just a few words. They enhance brand identity, support brand messaging and boost recognition. A memorable tagline communicates your unique value, aligns with your tone of voice and strengthens your overall brand strategy across all marketing channels.

Brand Storytelling

Brand storytelling brings your business to life through engaging narratives that go beyond your logo, colours, typography and imagery. It weaves together your brand messaging, mission, values, tagline and positioning to create an emotional connection. Powerful brand storytelling builds loyalty, strengthens brand identity and sets you apart in a competitive digital landscape.

Brand Guidelines

Brand guidelines are essential for maintaining consistency across all brand communications. They define your logo usage, colour palette, typography, imagery, tone of voice, tagline and brand messaging. Clear brand guidelines ensure your brand identity remains recognisable, supports your marketing strategy and aligns all content with your mission, vision and core values

Brand Messaging That Resonates.

Brand messaging that resonates connects emotionally with your audience while enhancing online visibility. By combining strategic keyword research, natural integration of relevant terms, and consistent updates, businesses can craft compelling copy that ranks well in search engines. This SEO-driven approach strengthens brand authority, drives organic traffic, and ensures your message is heard loud and clear in a crowded digital space.

Tone of Voice: Speaking Your Brand’s Language.

A brand’s tone of voice is essential for building trust, consistency and recognition. It reflects your brand personality, shapes perception and helps form emotional connections with your audience. Whether formal, playful or conversational, a consistent tone of voice strengthens brand identity, enhances brand messaging and ensures your communications resonate across all platforms—from websites to social media.

How to Write a Great Tagline or Strapline.

Writing a great tagline or strapline is key to capturing your brand’s essence in just a few words. A memorable tagline boosts brand recall, reinforces your unique value and supports consistent brand messaging. It should be short, distinctive, emotionally engaging and aligned with your tone of voice—making it a powerful tool in your overall branding strategy.

Storytelling in Brand Copywriting.

Storytelling in brand copywriting builds emotional connections and brings your brand to life. By sharing your origin, values, mission and customer experiences, you humanise your brand and make it more relatable. Effective brand storytelling enhances brand messaging, supports your brand identity and helps create a memorable narrative that strengthens audience trust and drives long-term loyalty.

Brand Copywriting for Small Business.

​Effective brand copywriting is crucial for small businesses aiming to establish a strong market presence. It ensures consistent messaging, builds trust and differentiates your brand from competitors. By articulating your unique value proposition and resonating with your target audience, professional copywriting enhances brand identity and drives customer engagement.

SEO & Branding Copywriting.

​Integrating SEO into brand copywriting boosts online visibility by using strategic keyword research, natural integration of relevant terms, and consistent updates. This ensures brand messaging resonates with target audiences while improving search engine rankings. By combining compelling content with SEO best practices, businesses can drive organic traffic, enhance brand authority, and maintain a strong presence in the digital landscape.

Let’s Build a Brand That Speaks Volumes.

Whether you’re looking to develop a bold new brand identity complete with mission, vision and values or you just want to sharpen existing brand messaging or tone of voice, for over 30 years, I have been helping business and brands of all shapes and sizes to discover their voices, develop their message and spread their message. If you would like to talk to a brand copywriter with over 30 years of experience, , call me on +44 (0) 7715 171286, email me at info@tomrigby.com or complete the contact form.

My Top 10 Tips for Successful Brand Copywriting,

• Know Your Brand Inside Out: Understand your mission, vision, core values and unique selling proposition. Every word you write should reflect your brand’s identity and purpose.
• Define a Distinct Tone of Voice: Your tone should reflect your personality—whether that’s bold, friendly, expert or playful. Make it consistent across all platforms and materials.
• Understand Your Audience: Speak directly to your ideal customer. Use language they relate to and focus on their needs, problems and aspirations.
• Tell a Compelling Brand Story: Stories humanise your brand. Weave in your origin, purpose and customer impact to emotionally engage your audience.
• Create a Memorable Tagline or Strapline: Craft a short, punchy phrase that captures your brand essence and supports brand recognition and recall.
• Be Clear, Not Clever: Avoid jargon, fluff or trying too hard to be witty. Clear, simple copy that communicates value wins every time.
• Keep It Consistent: Consistency builds trust. Use brand guidelines to align tone, language, structure and messaging across all touchpoints.
• Write with Purpose: Every piece of copy should have an objective—whether it’s to inform, engage, persuade or convert. Keep your goal in mind.
• Make It Visual: Break up text with headers, bullet points and short paragraphs. Match the copy with strong visuals, captions and on-brand design.
• Test and Refine: Great brand copy evolves. Monitor engagement, test different approaches and tweak your messaging to keep it relevant and impactful.

5 Common Pitfalls in Brand Copywriting

• Inconsistency: Shifting tone, voice, or messaging across channels confuses your audience and dilutes brand identity.
• Overcomplication: Using jargon or overly complex language can alienate or confuse readers—clarity always wins.
• Lack of Audience Focus: Writing without a clear understanding of your target audience leads to messages that miss the mark.
• Clichés and Generic Statements: Overused phrases like “we go the extra mile” or “best in the business” sound bland and unoriginal.

Ignoring Cultural Sensitivity: Names or messages that don’t translate well globally can cause misunderstandings or even offence.