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Professional Copywriting Tips When Rebranding - Finding Your Voice

By Expert Author: Ralph Brooks

Whatever you decide to do will form the basis of the next ten, twenty, or even fifty years. Going cheap and not putting strong foundations in place will therefore undermine any attempt to create a sustainable platform for growth. Rebranding should be a period of excitement and expectation. There is a time for treading the well worn path and a time for decisive, creative thinking; rebranding falls defiantly into the second of these two categories. Essentially, not learning from your mistakes will undoubtedly result in failure.
Ask yourself what is lacking in your company and what needs to be addressed. Is your online presence strong enough? Have you designed your website to its optimum? Is your website copywriting up to date and relevant? Is your image consistent with your product range? Is competitive pricing or poor customer service the root of your problems? There are a host of different issues that may need addressing, but the first and probably most significant step is to be honest with yourself. This may sound simple, but someone who is deluded will often react defensively, shrouding their judgement and ruining any chance of making positive steps forward. A stubborn demeanour can sometimes be beneficial at times of challenge, but when the line is crossed into delusion then any chance of progression is null and void.
The next logical step is to ascertain the company identity. Finding the 'voice' of your brand is a term used across marketing and is vital to define a business and make it stand out. Your voice should reflect your target audience and be consistent across your various outlets, from your website to the promotional flyers. Depending on the size of the company and the assets at your disposal, your copywriting team will need to brainstorm ideas and try and distil the essence of what is unique and weave it into the copy. Alternatively, outsourcing to a professional website copywriter can be more cost effective and great for an outside eye to shine a different perspective. Be sure to choose wisely, as a voice is all about consistency and you will end up forging a partnership that will last over time.
Finding a unique selling point is an oft repeated term in business and is interminably linked with how you portray your brand image. Finding the correct voice for your brand through the copy and images is the best starting point. Once you properly know and understand the identity of what you are working with, then it will be easier to find direction. It is a bit like writing a story, once you have created the character, the plot and the decisions that are made later on, the outcome will be determined through the inner make-up of the characters' identity. If the hero of a novel is on a moral crusade, for example, then you will instantly know how they will respond in certain situations. Establishing a personality early is therefore vital; put the work in, and then reap the rewards later.
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