Creating Written Content Which Matches Your Visual Brand

​Like them or not, words are an essential part of every business website. After all, they are as equally important as your visual brand. Unfortunately, many business owners value how their brand looks visually as being more of a priority and their words end up taking a back seat. So today, we’re going to look at how you can use words to compliment your visual brand and create an awesome branding strategy.

​Words and Graphics – We Go Together
Words. More words. Unexciting and as boring as they may seem, the words your business uses will either make or break you. Choosing the right words to match your visual brand is important to demonstrate consistency and help build a rapport with your target audience.
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There is no denying it. Our world makes instant decisions about your business based on how it looks. Often this is in the form of instant reactions to your logo, colour choices, font and business name. That’s why it’s important to hire a graphic designer like Helen to create you a top notch visual brand right from the start. But what many fail to remember, is that after making a decision about the way your business looks visually, customers and clients look next to your words to see if they want to do business with you.

How to Brand with Words
Everyone instantly recognises the visual brands of businesses such as McDonalds and Pak n Save because of their logos and colours. But even these businesses know that in our digital world, their visual brand is not enough to hook in and engage their customers. That’s why they use a combination of words and graphics to create a thorough branding strategy.

You can brand your business with words by:

• Creating a style guide for your written content. Just like your branding guide, think about the words, tone of language and technical jargon your business will use. What will your audience respond to and instantly recognise as being from your business?
• Crafting your story – what messages are you going to share with your audience? Are your messages going to be in paragraphs, bullet points, headings or single sentences? Stick with the same story telling technique across all of your mediums – website, social media, business cards, emails and brochures.
• Keeping it real. Research has shown that in just 90 minutes, a customer can be exposed to over 100 brands and 250 marketing messages. The words you use need reflect your brand’s personality. Consistently being real or naked is vital for your business to be remembered.

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​If you haven’t already, now is a good time to sit down and plan the type of written content you want your brand to be known for. If it mirrors your visual identity, cool. If not, chat with Helen about how she can help.

Written by Jackie Procter | www.jackieprocter.co.nz