Copywriting for Brands: A Comprehensive Guide
Karol Andruszków
Co-founder and CEO of Concept21
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From creating a brand voice to understanding your target audience, this guide will take you step by step through the copywriting process, equipping you with all the tools you need to succeed in the competitive world of marketing. Don't settle for a mediocre copy, elevate your brand with our guide to Copywriting for Brands.

What Does a Copywriter Do for Brands?

A copywriter for brands is responsible for creating content that effectively communicates the brand’s message and values. This includes writing website copy, blog posts, social media posts, email campaigns, press releases, and other forms of content. The goal of a copywriter is to create content that resonates with the target audience and invites them to take action.

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What Is Meant by Brand Copywriting?

Brand copywriting is more than just putting words on a page. It's about crafting a narrative that aligns with your brand's values and mission, and speaks to the needs and desires of your ideal customer. Whether you're creating a product description, a social media post, or a website landing page, your copy should be carefully crafted to capture the attention of your audience and inspire them to take action.


Copywriting for brands requires an in-depth understanding of your target audience, their needs, and their pain points. Once you have this information, you can tailor your messaging to address these concerns and offer solutions that your audience will resonate with.

Tips for Writing Effective Brand Copy

1. Understand Your Target Audience

Understanding your target audience is the key to crafting effective brand copy that resonates with them and inspires them to take action.


But how do you go about understanding your audience? Start by gathering demographic information, such as age, gender, income, and location. This will help you create a general profile of your target audience. But don't stop there! Dig deeper and find out what motivates them, what their pain points are, and what their aspirations are.


For example, if you're a fashion brand targeting millennials, you might find that they are interested in sustainable fashion and value authenticity. Knowing this, you can create copy that speaks directly to these values, such as "Shop our sustainable collection and make a positive impact on the planet."


Understanding your audience also means understanding the platforms they use to consume content. Are they more likely to be on Instagram or LinkedIn? Do they prefer long-form content or short-form content? Knowing this information will help you tailor your messaging to the platform and the audience.


For instance, if you're targeting Gen Z on TikTok, you might use humor and trendy hashtags to grab their attention, while a more professional audience on LinkedIn might respond better to thought-provoking content and statistics.

By taking the time to understand your target audience, you'll be able to create copy that truly speaks to them and inspires them to take action. So, get out there and start researching your audience today!

2. Focus on Benefits

When it comes to writing brand copy, it's easy to get caught up in the features of your product or service. You might be tempted to highlight its specifications or technical details, but the truth is that most customers don't really care about those things. What they really want to know is how your product or service can help them achieve their goals, solve their problems, or make their lives easier.


So, instead of listing the features of your product, try to focus on its benefits. For example, if you're selling a skincare product, don't just talk about its ingredients or formulation. Instead, highlight how it can improve your customers' skin texture, reduce the appearance of wrinkles, or provide a glowing complexion.


Let's take a look at another example. If you're selling a fitness app, don't just talk about its features like the number of workouts or exercise routines it offers. Instead, focus on how it can help your customers achieve their fitness goals, such as losing weight, building muscle, or improving their overall health.

By focusing on the benefits of your product or service, you're giving your customers a reason to choose your brand over the competition. You're showing them how your offering can help them solve a problem or achieve a desired outcome. And, when you do this effectively, you're more likely to convert them into loyal customers.

3. Keep It Simple

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You don't have to be a wordsmith to write effective copy for your brand. In fact, sometimes the most impactful messages are the simplest ones. Keeping your copy easy to understand can help you reach a wider audience and ensure that your message is clear.


One great example of simple copy is Nike's iconic slogan, "Just Do It." The three words convey a powerful message of motivation and action, and have become synonymous with the Nike brand. Another example is Apple's "Think Different" campaign, which encourages customers to embrace innovation and creativity. Both slogans are short, to the point, and memorable.


But, simplicity isn't just about using fewer words. It's also about using language that your audience can easily understand. If your brand targets a specific industry or demographic, using industry jargon or technical language may alienate potential customers who don't have that same level of expertise. Instead, aim to use language that is accessible to a wide range of people.


Another key aspect of keeping your copy simple is to avoid complex sentence structures and jargon. Instead, opt for short, straightforward sentences that get to the point quickly. This approach is especially effective in today's fast-paced digital world, where attention spans are shorter than ever.

In conclusion, simplicity is a powerful tool in copywriting. By keeping your messages simple and easy to understand, you can create a strong connection with your audience and ensure that your message is heard loud and clear. So, the next time you sit down to write copy for your brand, remember to keep it simple!

4. Be Authentic

In today's digital age, customers are increasingly savvy and can spot inauthentic marketing messages from a mile away. That's why it's crucial for brands to prioritize authenticity when crafting their copy.


But, what does it mean to be authentic in your brand copywriting? Essentially, it means staying true to your brand's values, personality, and tone of voice. It means avoiding buzzwords and marketing jargon and instead communicating in a way that feels genuine and relatable to your audience.


One great example of a brand that embodies authenticity in their copy is Patagonia. Known for their commitment to environmental sustainability, Patagonia's messaging consistently reflects their core values. Their website copy includes statements like "We're in business to save our home planet" and "We guarantee everything we make," emphasizing their dedication to ethical business practices and quality products.


Another example of a brand that nails authenticity in their copy is Glossier. Glossier's messaging is all about empowering their customers to feel confident and comfortable in their own skin. Their website copy includes phrases like "Beauty inspired by real life" and "Glossier is a new approach to beauty. It’s about fun and freedom and being OK with yourself today. We make intuitive, uncomplicated products designed to live with you...". These messages feel authentic and relatable, speaking directly to their audience's desires and needs.


So, how can you ensure that your brand copywriting is authentic? Start by getting clear on your brand's values and mission, and let those guide your messaging. Use language that feels natural and conversational, rather than stiff and formal. And most importantly, be true to your brand's identity and voice. 

By being authentic in your brand copywriting, you can create a connection with your audience that goes beyond just promoting your products or services. You can build a relationship based on shared values and a shared mission, which can lead to increased brand loyalty and a stronger customer base.

Brand Copywriting Examples

There are many examples of effective brand copywriting. Here are some examples of successful campaigns:


  • Apple: Apple’s “Think Different” campaign was an iconic example of effective brand copywriting. The campaign focused on inspiring people to think differently and challenge conventional wisdom.


  • Nike: Nike’s “Just Do It” campaign was another iconic example of effective brand copywriting. The campaign focused on inspiring people to take action and push themselves to their limits.


  • Starbucks: Starbucks “Live Your Best Life” campaign was an example of effective brand copywriting that focused on inspiring people to live their best life.


  • McDonald's: McDonald's “I'm Lovin' It” campaign was an example of effective brand copywriting that focused on conveying the message that McDonald's food is enjoyable.


The key to successful brand copywriting is understanding your target audience and crafting messages that resonate with them.

Craft copy that converts for your brand - Summary

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In conclusion, copywriting for brands is a crucial component of any successful marketing strategy. By crafting compelling content that reflects your brand's voice, resonates with your target audience, and is consistent across all channels, you can elevate your brand and build a strong emotional connection with your customers.


With this comprehensive guide to Copywriting for Brands, you have all the tools you need to master the art of copywriting and take your brand to the next level. From understanding your audience to creating a compelling brand voice, our guide covers everything you need to know to create effective copy that drives results.


With the power of words on your side, there's no limit to what you can achieve.

Copywriting for brands - FAQ

Karol Andruszków
Co-founder and CEO of Concept21

Karol is a serial entrepreneur, e-commerce speaker, and founder of 3 startups. He advised hundreds of companies and was responsible for projects worth over EUR 50 million for financial institutions in Europe.


He earned two master's degrees - Computer Science and Marketing Management - from Poland and Portugal. He has over ten years of experience in Silicon Valley, Poland, Portugal, USA, and UK, helping startups, financial institutions, and SMEs improve their functioning through digitization.